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Virgin Australia Holdings Limited (ASX:VAH) has strengthened its ties with Tourism Australia through inking a new deal to support growth in Australia’s inbound tourism market.

 

Both groups will double the value of their current marketing partnership to $12 million by each contributing $2 million annually for the next three financial years. 

The global partnership will focus on key inbound visitor markets to Australia including the United States, New Zealand, the United Kingdom, Continental Europe and Asia.

Virgin Australia currently has international partnerships with Air New Zealand, Delta Air Lines, Etihad Airways and Singapore Airlines. 

CEO John Borghetti says the airline plans to work with Tourism Australia to increase visitation from these markets as well as target opportunities around major Australian sporting, business and cultural events. 

Virgin Australia posted a net profit of $22.8 million in the 2012 financial year.