Business Events Australia Industry Update

Welcome to the latest instalment of industry news from Business Events Australia (BEA), where we share updates on our marketing and distribution activity to support Australia’s business events industry.

We’re always keen to hear from industry about what’s happening in your organisations so please continue to share news, updates and content via bea@tourism.australia.com. And, as always, if you have any questions or would like to learn more about our recovery activity, please contact us.

Apply for the Business Events Boost Program from 1 July

Applications for the Business Events Boost Program - a domestic iteration of Tourism Australia's internationally focussed Advance Program managed by Business Events Australia - open this week. The program provides industry with funding support and access to Tourism Australia’s expertise to deliver results-driven marketing and distribution projects that have the potential to influence domestic decision makers and/or convert new domestic business events.

Applications will be open from 1 July to 30 September 2020. Register to attend tomorrow’s webinar (Tuesday 30 June at 2pm AEST) to learn more about the program. See full details and how to apply online by downloading the Business Events Boost Program Prospectus.

North American Customer Advisory Panels provide insight amid global change

Accurate, real-time information about Australia’s recovery from COVID-19, virtual concepts and the outlook for international travel were all topics of discussion at two North American Customer Advisory Panels hosted by Businesss Events Australia last week. Hearing from both incentive and association planners in North America, the panels provided the opportunity to gather market intelligence on how best to service the market throughout crisis recovery and understand how decision drivers will change as the pandemic evolves.

Findings indicate a strong appetite for streamlined information on Australia’s current position on COVID-19, including reopening timelines and health protocols across the industry. Insights will inform Tourism Australia's business events recovery activity to ensure Australia is optimally positioned as a business events destination post-pandemic.

Business Events Australia on Instagram

A spread of Australian destinations, experiences and incentive touches continues to be shared across the new Business Events Australia Instagram account to engage and inspire decision makers. The new platform falls under BEA’s reinvigorated content strategy and offers an additional platform for industry to reach a targeted customer base. If you haven’t already, be sure to follow @businesseventsaustralia and tag #MeetinAus to allow us to repost your content.

A budding domestic campaign

Development is currently underway to create a marketing campaign which will educate local audiences about the breadth of Australia’s business events offering, and drive demand by reminding key decision makers how they can contribute towards Australia’s economic recovery by doing their bit to Event Here This Year. The campaign will align to Tourism Australia’s domestic leisure campaign and industry will be encouraged to adopt and distribute the messaging to extend the reach and achieve greater cut through amongst target audiences. Stay tuned as further details will be shared in the coming weeks. 

Farewell to Jenny Aitken

Tourism Australia’s New Zealand Country Manager, Jenny Aitken, will be departing the organisation this Tuesday, 30 June 2020. “Jenny is one of Tourism Australia’s most popular country managers. In her twelve years at Tourism Australia, Jenny has done a tremendous job in driving the economic benefit for Australia within the New Zealand market, initially focusing upon the leisure market and, in more recent times, business events. Her enthusiasm is infectious, and her stakeholder management skills are exceptional,” Tourism Australia’s Managing Director, Phillipa Harrison said. Business Events Australia wishes Jenny all the best for her future endeavours and thanks her for her twelve years of dedication.

New Zealand continues to be an important market for Business Events Australia. Following the success of managing our presence in the United Kingdom from Tourism Australia’s Head Office, our engagement with the New Zealand market will follow a similar centralised model. From Sydney headquarters, BEA will continue to ensure its engagement with customers in New Zealand remains strong, while also continuing to deliver strategic marketing and communications initiatives to maintain Australia’s profile amongst key decision makers. 

In the media

With distribution activities paused, our international media buy continues to help position Australia as a future business events destination in key markets. Recent highlights include an exclusive peek at the forthcoming W Hotel for incentive planners in the United States of America, and a spotlight on three Australian women leading the way in their fields for association decision makers in the United Kingdom.