Business Events Australia Industry Update D ecember 2023

Earlier this month, Tourism Australia in partnership with Business Events Adelaide, hosted 79 international incentive buyers and 14 trade media in Adelaide/Tarntanya for Dreamtime 2023. During the business session, more than 2,000 appointments were held, with feedback from international buyers revealing positive sentiment for Australia and future incentive business. This aligns with the post event survey, which indicates 100 per cent of buyers were satisfied with Dreamtime 2023 and 100 per cent were more likely to consider Australia as a result of attending. In addition to the host city program, international incentive buyers and media were hosted on pre and post famils in Cairns/Gimuy, Gold Coast, Brisbane/Meeanjin, Sydney/Warrane, Canberra, Melbourne/Naarm, regional South Australia, Perth/Boorloo and Uluru. Watch highlights of the Dreamtime 2023 Adelaide program here.

Tourism Australia’s Managing Director, Phillipa Harrison, announced at the conclusion of Dreamtime 2023 that Tourism Australia’s signature incentive showcase, normally held every two years, will return in 2024 for an additional event. The hosting of the event again next year will deliver a further boost for our sector as Australia continues to rebuild a strong pipeline of international business events. Cairns/Gimuy was announced as the host city for Australia’s next incentive showcase and it was also confirmed that the event, starting from next year, will be called ‘Australia Next’ to align with Business Events Australia’s bespoke magazine for incentive planners. Australia Next, delivered in partnership with Business Events Cairns & Great Barrier Reef, will be held in Cairns from 8 to 11 September 2024.

Last week the Australian Government in partnership with the States and Territories launched the National Sustainability Framework for the Visitor Economy and Sustainable Tourism Toolkit. The Framework, the first of its kind for Australian tourism, provides a nationally agreed understanding of sustainable tourism and a vision for Australia to be a world leader in sustainable tourism. The Toolkit is designed to help tourism businesses become more sustainable, with a practical ‘how-to’ approach and easy-to-understand information for tourism businesses to implement sustainable practices. As part of the launch, Tourism Australia in partnership with EarthCheck, have released two new communication guides for tourism and hospitality operators, and destinations. The guides are designed to support users in effectively communicating their sustainability efforts to a global audience via marketing and communications. Find more information and download the communication guides on Tourism Australia’s Corporate website here.

Tourism Australia’s specialist business unit, Business Events Australia attended the 62nd ICCA Congress in Bangkok with global industry leaders to discuss issues the business events sector is facing and to brainstorm global solutions. Themed ‘it starts with us’, the conference, which was attended by 1,100 delegates from 80 countries including a strong contingent of Australian industry, encouraged the sharing of ideas to shape the future of association congresses. Robin Mack, Executive General Manager, Commercial and Business Events Australia joined the “Asia Pacific Meetings Industry Journey in the Global Arena” panel moderated by Caitlin Skinner from Business Events Perth. The panel discussed the benefits of hosting association events in the region, Australia’s smarts and how Business Events Australia’s Australia Innovates series brings this to life, as well as the opportunity to support associations choose Australia with the Business Events Australia Bid Fund Program.

Last week, Business Events Australia attended the inaugural New Zealand Business Events Expo in Auckland with 23 Australian industry stand partners to highlight why there’s nothing like Australia for business events. More than 200 buyers were in attendance, with the feedback from buyers indicating there is positive sentiment for Australia particularly for higher end incentive groups travelling around key major events in 2024. To date there have also been 17 business leads generated. Prior to the expo, Business Events Australia also hosted a ‘Breakfast with Australia’ in Auckland with key business events customers and Australian destination representatives who were in market for the expo.

Last month, the Business Events Australia team in Greater China held two Best Partner Programs (BPP) and a Business Events Australia Seminar to keep Australia top of mind for business events agents and corporates in the region.

Business Events Australia partnered with Destination Gold Coast Business Events and CYTS MICE for a BPP in Chengdu and with Business Events Perth and Grand China MICE in Chongqinq. During each event, 18 corporates dined on Australian food and wine, whilst learning why there’s nothing like Australia for business events.

The team also held a Business Events Australia Seminar in Chongqinq in partnership with Destination Gold Coast Business Events, BESydney and Business Events Perth, where more than 100 MICE agents joined the half-day training, the largest seminar Business Events Australia has held in the south-western region.

Last month, Tourism Australias specialist unit, Business Events Australia was joined on the Australia stand by 24 Australia industry partners at IMEX America. Over the course of three days, 136 business leads worth A$104 million were generated for Australia, a 40 per cent increase on leads from last year, highlighting Australias appeal as a business events destination for future business. Insights gathered during the trade show included Australia is seen as a safe option for Asia Pacific rotations for the association market, and incentive business is starting to bounce back to pre-COVID levels. More information on the results of IMEX America are available here.

Stephanie Nelson has joined Tourism Australia as Partnership Marketing Manager, Business Events to cover Emily Elkington’s maternity leave. Stephanie has a wealth of business events experience, ranging from sales to delivering successful events for a diverse range of brands across Asia Pacific. Her roles have included Client Services Director for agency George P Johnson and senior positions at cievents. Stephanie also worked at Coca-Cola Amatil as their Corporate Brand and Experience Manager, leading an annual events calendar across five regions. With strong stakeholder and account management experience, Stephanie has led teams across logistics and production for events for a range of brands. Stephanie is currently doing a handover with Emily, until her maternity leave commences late December.