| | | | | | | | | | Business Events Australia Industry Update | | Welcome to the latest instalment of industry news from Business Events Australia, where we share updates on Tourism Australia’s current marketing and distribution activities to grow and support Australia’s business events industry.
We’re always keen to hear about what’s happening in our industry so please continue to share your news and updates and contact us with any questions. |
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| | | | | | | Applications are open for the Advance Program | | Applications are open for Tourism Australia’s international business events marketing partnership initiative, the Advance Program for 2022/23. The program provides the opportunity for Australian industry to access financial support and leverage Tourism Australia’s expertise to deliver industry-led marketing or distribution projects, which either increase consideration of Australia for new international business events; or increase international delegate attendance at events already secured for Australia. For more information, including eligibility, how to apply online, and information on what kind of projects the Advance Program supports, visit the Business Events Australia website. Applications close at 5pm AEST on Friday 10 June 2022. |
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| | | | | New campaigns to fast-track recovery | | Tourism Australia announced at AIME 2022 a new international business events brand campaign, There’s Nothing Like Australia, and the latest iteration of the domestic marketing campaign, Event Here This Year. Delivered by Tourism Australia’s specialist unit, Business Events Australia, the campaigns form part of a broader recovery strategy that will offer immediate support for Australia’s business events industry through bolstering domestic business, while also maximising engagement with international customers, building on the momentum of the recent reopening of Australia’s international border. For more information on the campaigns, including how industry can get involved, visit the Business Events Australia website. |
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| | | | | Business Events Australia supports industry at AIME | | Tourism Australia’s specialist business unit, Business Events Australia recently attended AIME 2022, held in Melbourne, to support Australia’s business events industry, connect with international buyers and media, and share updates on Tourism Australia’s activities. Tourism Australia and the Business Events Council of Australia also co-hosted the second Business Events Industry Leaders Workshop to discuss the future of business events in Australia. During the workshop industry discussed the road to recovery, industry priorities and Austrade presented an update on the Thrive 2030 The Re-Imagined Visitor Economy. |
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| | | | | The Business Events Australia Asia Showcase delivers results | | The Business Events Australia Asia Showcase was held from 8 to 11 March 2022. Delivered by Tourism Australia’s specialist business unit, Business Events Australia, the event provided 51 Australian industry partners with the opportunity to virtually meet and do business with 110 qualified incentive planners and corporate decision makers from across Greater China, India, Malaysia, Indonesia and Singapore. The post event survey indicated 100 per cent of buyers were satisfied with the event and are more likely to send travellers to Australia as a result of attending. In addition, 98 per cent of South-South East Asia buyers and 69 per cent of Greater China buyers (despite having border restrictions) indicated they will consider Australia for an incentive event in the next 12 months. As part of Business Events Australia’s public relations strategy, Tourism Australia secured more than 130 articles promoting the event across Greater China, South-South East Asia and Australia with a reach of more than 31.2 million. |
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| | | | | Australia Next March edition | | A special welcome back edition of Australia Next, an inspirational magazine tailored for incentive business events planners, is out now. The magazine, which comes in both digital and print formats, is part of Tourism Australia’s international marketing strategy to inspire and drive awareness of Australia’s business events offering. The magazine is promoted across trade and social media in South-South East Asia, New Zealand, the United Kingdom and North America, with the latest edition being read by more than 3,100 planners to date. In this edition, business events planners will uncover how to event safely in Australia, as well as discover outdoor dining and adventure experiences, an abundance of new product, and a three-day program in Sydney and the Hunter Valley. Get in touch with the Business Events Australia team to share your news and updates for potential inclusion in future editions. |
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| | | | | In-market activity | | Tourism Australia recently held a series of Customer Advisory Panels (CAPs) to glean critical insights that helps inform Tourism Australia’s international business events strategy. CAPS were held with both incentive and association planners in North America, and incentive planners in the United Kingdom and New Zealand. Findings indicated that Australia remains a highly desirable destination for business events, with business leads for 2023 and beyond. Contact the Business Events Australia team for more information on in market insights. As part of Tourism Australia’s North American US Roadshow, Australia on Tour, Business Events Australia invited key business events planners and media to the Los Angelas event to learn more about Australia’s business events offering. Media had the opportunity to hear from a panel of speakers that included Tourism Australia, Qantas, Tripadvisor, and Friend of Australia Chef Dan Churchill as they discussed the breadth of experiences Australia offers. Media coverage included the article Australia is open for Business Events by USA publication, Prevue, which featured on their website homepage. |
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