Feels like home ... Qantas campaign targeted the Flying Kangaroo’s place in Australians’ hearts. Picture: Supplied
QANTAS is doing more for Australian tourism than any other company, according to a report commissioned by the airline.
The Deloitte Access Economics report on Qantas’s impact on Australia’s economy, shows the group helped to generate almost $21 billion, including $9.5 billion in tourist expenditure in 2014-15.
One in every $9 spent by tourists in Australia came from a Qantas passenger, and that helped support one in nine jobs in the tourism industry, the report said.
I Still Call Australia Home ... The Qantas campaign showcased some of Australia’s most stunning landscapes — like the Bungle Bungles in WA. Picture: Supplied.Source:Supplied
New South Wales was the biggest beneficiary of Qantas operations due to the fact most employees are based in the state.
As well as supporting 24,822 jobs in NSW, Qantas injected $4.2 billion into the state’s economy.
In Victoria, Qantas helped to generate $2.675 billion for the local economy, followed by Queensland ($2.5 billion) and Western Australia ($1.1 billion).
The Northern Territory received the greatest economic gain per person with Qantas activities worth $616 per capita in the top end, compared with $535 in NSW and the ACT, and $519 in Queensland.
Qantas Group Executive, Government and Internal Affairs, Andrew Parker said the report showed the impact “of a strong national carrier championing brand Australia”.
“Qantas invests more in marketing Australia as a destination than any other company,” Mr Parker said.
“We’re not promoting a hub, we’re promoting a country.”
Brand Australia ... Qantas promoting the country, not a hub. Picture: Supplied.Source:Supplied
Although Qantas cut ties with Tourism Australia in 2012, the airline has $72 million worth of deals with State Tourism Organisations.
Federal Tourism Minister Richard Colbeck said he was hopeful Qantas and Tourism Australia would soon partner up again.
“I know the conversations have already started,” said Senator Colbeck.
“The whole industry would benefit from a good relationship between Qantas and TA, whose role is to be the best tourism destination marketing agency on the planet.”
Senator Colbeck said the report was well-researched and provided the government with good information about how Qantas “fits in” with the growing tourism industry.
“They’re an important player, they’re an iconic business in the Australian lexicon and they play a big role in the Australian economy,” he said.
“I can understand them making strong representations to the Australian government.”
Touch down ... A Qantas A380 at Sydney International Airport. Picture: AFP/Torsten BlackwoodSource:AFP
Aviation expert Neil Hansford said the report may signal a “fightback” over the ownership of Virgin Australia.
“About 80 per cent of Virgin Australia is owned by foreign carriers, including Air New Zealand, Etihad and Singapore Airlines,” said Mr Hansford.
“Qantas is reminding the government ‘we’re Australian and our profits go here’.”
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