Nearly a year after Qantas chief Alan Joyce dramatically axed the airline's partnership with Tourism Australia, the airline has added Victoria to its stable of replacement deals.
The airline will today sign a $12 million three-year deal with Tourism Victoria and the State Government to promote Victoria to domestic and international visitors.
It brings the total value of partnerships struck between Qantas and various states to $72 million.
The flag carrier has now signed an individual promotional deal with every state but South Australia.
It tore up a three-year, $44 million deal with Tourism Australia last November following a high-profile spat between Mr Joyce and the tourism group's chairman Geoff Dixon.
The longstanding partnership between the two groups stalled when Mr Dixon - a former Qantas chief and mentor of Mr Joyce - emerged as part of a group of shareholders lobbying for strategic change at the airline.
While Mr Dixon and other key investors involved in the spat eventually sold their stakes, Mr Joyce has forged ahead with his pledge to work with individual states rather than Tourism Australia.
Qantas International chief Simon Hickey said the latest partnership would increase visitor numbers and tourism spending across Victoria.
"This three-year marketing agreement will encourage more people to visit Victoria and will be a valuable injection for the Victorian tourism industry, creating jobs and promoting investment and development," Mr Hickey said.
He said Qantas's alliance with Emirates meant the state would also be marketed to a wider audience.
Victorian tourism minister Louise Asher said the deal offered new international and domestic opportunities to grow the number of inbound visitors to Melbourne and regional Victoria.
Qantas and the government will each tip $6 million into a joint promotional campaign.
It will target visitors from the UK, USA, Singapore, Indonesia, Hong Kong, China, New Zealand and within Australia.
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