Four years after spectacularly pulling funding from Tourism Australia, Qantas boss Alan Joyce has turned the money tap back on and pledged $20m to the government tourism marketing body.
Mr Joyce abruptly cut funding in 2012 when former Qantas CEO Geoff Dixon, then Chairman of Tourism Australia, was working with investors to take over the airline.
But Dixon has moved in and times have changed.
This new round of funding will be used to fund joint marketing campaigns with a focus on data.
“The plans we have around data sharing are particularly exciting, allowing us to be more efficient and effective with our advertising,” said Tourism Australia’s Managing Director John O’Sullivan.
The $20m will be spent over three years.