| | | | | | | | | | 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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| | | | | | | NZ EVENT GENERATES BUSINESS FOR AUSTRALIA | | Tourism Australia’s specialist business unit, Business Events Australia, hosted a lunch in Auckland to provide 20 key New Zealand incentive customers with an update on Australia. The lunch, which aligned with the Australia on Tour Roadshow in New Zealand, forms part of Tourism Australia’s business events distribution activity in New Zealand to keep customers up to date on Australia’s business events offering, including new accommodation, venues and experiences. During the event, Australian convention bureaux had the opportunity to present to and network with customers while they dined on an Australian inspired menu matched with Australian wine. The event has already generated 14 new business leads for Australia. |
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| | | | | NEW INTERNATIONAL RESEARCH | | Tourism Australia has partnered with MMGY Travel Intelligence on the second phase of its Portrait of European Meeting & Convention Travel. The research examines the mindsets, intentions and preferences of both potential delegates and event planners. To help inform our approach to rebuild demand, and support industry, Tourism Australia contributed custom questions to the research with the results indicating that the traditional barriers to holding a business event in Australia of time, distance and cost remain. The research also highlights that delegates are more likely to attend an event in Australia with a longer timeframe, with 65 per cent indicating they would likely attend a face-to-face event in their sector, if held in Australia between July 2024 to July 2025. Key findings from the research can be found on the Business Events Australia website. |
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| | | | | MELBOURNE FAMIL | | This month, Tourism Australia hosted senior planners from New Zealand and India on a famil to Melbourne/Narrm. Hosted in partnership with Melbourne Convention Bureau, the famil provided planners with the opportunity to experience some of Melbourne’s unique business events offerings, including attending the ICC Men’s T20 World Cup 2022 Final, one the city’s major events. In the post event survey, planners indicated they were 100 per cent more likely to pitch an incentive or corporate meeting to Australia as a result of attending the famil. One of the planners from India said, “Australia provides a complete experience of nature, beautiful scenic land, wildlife, sports, entertainment and friendly people.” |
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| | | | | AWARD WINNING WORK | | Tourism Australia’s business events marketing and distribution work has been recently recognised by international trade publications. This includes Tourism Australia being awarded the Best Travel Marketing Effort award for its work across both leisure and business events at the Asia-Pacific TTG Travel Awards in Bangkok. Whilst in North America, Tourism Australia was one of the destinations awarded Best Global CVBs/DMOs by Meetings Today during its annual Best of Awards; and being selected as a silver winner for the Best International DMO for Meetings & Incentives in the 2022 Prevue Visionary Awards. In addition to this, Tourism Australia won two awards in China, including The Miracle Workers Award by China BT MICE for the Mice Destination of 2022; and most popular MICE destination by Distribution Time. |
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| | | | | BID FUND PROGRAM | | Since the start of the global COVID-19 pandemic, Tourism Australia’s Business Events Bid Fund Program has continued to support conversion, delivering 53 new event wins for Australia with a value of A$333 million. Recently announced wins supported by the Bid Fund Program include the International Aids Society (IAS) Conference on HIV Science, which will see 6,000 delegates travel to Brisbane in July 2023, and the International Astronautical Congress for 4,500 delegates in Sydney in September 2025. Twenty-seven international events supported by the Bid Fund Program have been confirmed for next year and are expected to attract more than 48,500 international delegates to Australia. Some of the key events include WorldPride 2023 to be held in March in Sydney and the Rotary International Convention in Melbourne in May. |
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