Etihad inks Sydney Opera House partnership deal

UAE airline's multi-million dollar agreement aims to promote tourism to Australian city
(Getty Images)
By Andy Sambidge
Sat 26 Jan 2013 10:27 AM

Etihad Airways and Sydney Opera House have announced a new three-year, multi-million dollar partnership.

Under the agreement, the Abu Dhabi carrier will become an exclusive international airline partner and will develop a range of joint initiatives to promote tourism to Sydney and increase visitors to the Opera House.

The partnership follows the recent $6m marketing agreement which Etihad Airways signed with Tourism Australia to promote travel from the Middle East, UK and Europe.

George Souris, New South Wales Minister for Tourism, Major Events and the Arts, said: "This exciting partnership between Etihad Airways, and our nation's flagship performing arts centre will raise even further Sydney's profile as one of the world's great tourist and cultural destinations."

Tourism plays a vital role in the New South Wales economy creating almost 150,000 direct jobs.

Etihad Airways' president and CEO, James Hogan, said: "The partnership with Sydney Opera House symbolised the airline's commitment to Australian tourism and to the arts and culture worldwide."

"Sydney Opera House is one of the world's architectural wonders, recognised the world over and from today, the most culturally valuable asset in our global sponsorship portfolio."

The airline also has partnerships with Melbourne Recital Centre, Biennale of Sydney, Arab Film Festival Australia, Islamic Museum of Australia and Melbourne's Etihad Stadium.

"Strategic investments such as these in tourism and the community - with their flow-on economic effects - are the foundation of our enduring partnership with Australia," he added.

Sydney Opera House CEO, Louise Herron, said: "As a result of this partnership between our two international brands, we will be able to welcome more artists and visitors from around the world to experience and be moved by this remarkable building and by what we offer."

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