Business Events Australia Industry Update M ay 2024

The Federal Government launched a new business events data dashboard in March to help the business events sector better understand and plan for business events travellers across Australia. Created by Tourism Research Australia (TRA) the interactive dashboard provides official statistics on business events and related travel expenditure.

Business events have long been a high performing sector of our visitor economy. According to the latest data from TRA, business events contributed A$20.9 billion to Australia’s economy in 2023 and international business events visitors on average spent 91 per cent more (per person) per night on total trip spend, compared to international leisure visitors. Fifty-nine per cent of international business events visitors stayed in area of the event, whilst 41 per cent dispersed wider (24 per cent had a second stopover location and 17 per cent had three or more stops).

Encouragingly, the most recent figures show that visitation is back at 71 per cent for 2023 (742,000) compared to pre-pandemic. Whilst total trip expenditure is at 102 per cent for 2023 compared to pre-pandemic, with international business events expenditure returning to A$4.582 billion.

Tourism Australia’s specialist unit, Business Events Australia was joined by nine convention bureaux and two convention centre representatives at the inaugural Meetings Show Asia Pacific in Singapore. Held from 17 to 18 April, the show facilitated connections with new and existing decision makers from the APAC region and around the world across incentive, corporate meetings, and association sectors. Sentiment for Australia was positive with buyers expressing an interest in new hotels and experiences for itineraries, more leisure time in programs, and an increase in wellness inclusions. The show has already generated 24 business leads for Australia.

Registrations are open for Australian industry sellers to participate in Australia Next 2024. Previously known as Dreamtime, Tourism Australia's signature incentive showcase is now called ‘Australia Next’ to align with Business Events Australia’s bespoke magazine for incentive planners. Australia Next 2024 will be held in Cairns / Gimuy, Queensland from 8 to 10 September 2024. The event provides the Australian business events industry the opportunity to connect with qualified incentive buyers from around the world, whilst showcasing Australia’s best incentive experiences and products. View the results of Dreamtime 2023 here. Find out more and register here, by 17 May 2024.

Tourism Australia highlighted why there’s nothing like Australia for business events with key agents and media over lunch at the Artyzen Singapore hotel in April. Nine of our Australian Convention Bureau partners shared an update on their destinations with guests as they dined on a menu delivered by celebrated Melbourne Chef Victor Liong.

In India, the team held two Best Partner Programs to keep Australia top of mind for business events corporates in the region. The team partnered with FCM Meetings & Events India in Delhi and SOTC in Mumbai, along with Singapore Airlines to highlight to 55 corporate decision makers why there’s nothing like Australia for business events. The two events have already generated five business leads for Australia.

In March, the business events team in China delivered a Business Events Australia (BEA) Seminar in Shenzhen and a Best Partner Program in Guangzhou. Sixty-five MICE agencies from Shenzhen and Guangzhou joined the BEA Seminar, where five convention bureaux provided an update on their destinations. Ten business leads were generated from the seminar with group sizes ranging from 50 to 1,000 pax. For the Best Partner Program, the team partnered with Guangzhou Dongfang MICE and Singapore Airlines to provide 18 corporates from the beauty, IT, insurance and healthcare industry with an update on Australia. The event generated eight business leads for Australia, with group sizes ranging from 50 to 500 pax.

Registrations are now open for IMEX America 2024, held from 8 to 10 October 2024 in Las Vegas. Don’t miss out on the opportunity to join the Australia stand at USA’s largest meetings and industry trade show, attracting thousands of professionals from around the world.