Tourism Australia strikes marketing deal with Expedia in move to improve conversions

Tourism Australia has signed its first marketing deal with a global online travel firm after securing a multi-million dollar, three year tie-up with Expedia.

The agreement will see the parties jointly collaborate and develop marketing campaigns and content, with the key inbound markets of the UK and US the initial focus.

Tourism Australia said it forms part of a focus on strategic partnership that deliver yield and improve conversions – one of core goals of the agency.

While Australia regularly features at the top of destination wish lists, cost and distance remain barriers to travellers actually booking a trip.