Business Events Australia Industry Update

Welcome to the latest instalment of industry news from Business Events Australia (BEA), where we share updates on our 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.

Upcoming distribution activity

Business Events Australia (BEA) is ramping up its virtual distribution activities to give Australian industry a platform to connect with international customers and nurture relationships while travel and events are on hold. Between now and November, Australian convention bureaux will be flying the flag for Australia at upcoming events including: Cvent Connect in the USA; BEA-owned Business Events Seminars in China; and customer webinars in South East Asia. Australian industry can attend the North American and Greater China Showcase events in October and November respectively – see details in the next story about how to get involved.

In the meantime, BEA’s in-market teams have continued to engage with customers and gauge sentiment for Australia via international industry-led initiatives. Our team in the USA have attended two virtual events in the last fortnight: Northstar Meetings Group’s Interact International Digital Event and the association focused ASAE Virtual Annual Meeting and Exposition. In China, our in-market team are attending trade shows in Shanghai, Nanjing and Beijing this week and next week.

How industry can get involved

Seller registrations for the annual Greater China Showcase (9-12 November 2020) will open on 2 September – see the Australia on Show page for more details. This year, the Showcase will be a hybrid event, with Chinese buyers meeting face to face in China and engaging virtually with Australian sellers via one-on-one appointments.

In place of IMEX America, the new North American Showcase (7-8 October 2020) will provide a virtual platform for convention bureaux and industry to connect informally with planners in the USA, through group meetings over five and a half hours across the two days. Registration invitations will be sent shortly.

Other activities Australian industry can join include a series of Signature Experiences of Australia product webinars (early September 2020), as part of BEA’s domestic strategy which will promote Australia’s business events offering within Australia; and a Market Update (7 October 2020) providing insight into the business environment in New Zealand. Registration and further information for both events will be available shortly.

Under six weeks left to apply for the Business Events Boost Program

Applications for funding through Tourism Australia’s new marketing partnership program for domestic business events close in just under six weeks, on 30 September. Full eligibility and application details can be found on the Business Events Boost Program page of the Business Events Australia website.

Australia Next launches in North America

Business Events Australia has launched the first edition of our self-published incentive inspiration magazine Australia Next for North American planners. A print edition has been distributed to key customers in market and the digital edition is being widely distributed through a media buy with incentive focused trade publications in the USA.

Domestic corporate decision-maker insight

Business Events Australia has completed a first wave of research to understand attitudes to restarting events amongst Australian corporate decision-makers. While there are several factors affecting confidence to host business events in the short term, results showed increasing optimism for events in the next 6-12 months, with 43 per cent of respondents saying they are planning events within the next year. In addition, 77 per cent of respondents who usually hold at least one event overseas annually say they are likely to relocate one or more of these events to Australia, while two thirds of respondents believe they are likely to hold the same number of events or more in Australia after the pandemic compared to before it. See more insights from the research – including barriers, confidence factors and event motivations – via this fact sheet.