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28 November 2024

Business Events Australia Industry Update 

Welcome to the Business Events Australia industry newsletter with the latest updates on Tourism Australia’s marketing and distribution activities to drive demand and support for Australia’s business events industry. 

We’re always keen to hear what’s happening across Australia so please continue to share your news and updates and contact us with any questions. 

LATEST NEWS

NEW INTERNATIONAL RESEARCH

Tourism Australia has released new international research, the 2024 Business Event Consumer Demand Project (CDP), that outlines the factors influencing decision makers when choosing a destination for events, including how Australia is perceived. The findings from the research help inform Tourism Australia’s business events strategy to drive demand in our key markets and support industry in the process.

The research indicates that the outlook for international business events is strong. Whilst the number of events is likely to remain similar over the coming years, the number of attendees and event budgets are expected to increase. Sustainability credentials and practices were also identified as becoming increasingly important when it comes to destination choice.

The findings also revealed that Australia is well positioned as an events destination, maintaining high levels of awareness, consideration and active planning. Event decision makers across key markets in the association and incentive sectors consistently identify three attributes for Australia as an event destination: world class beauty and natural environments; friendly and open citizens, local hospitality; and appealing climate or weather.

A summary of the latest findings can be accessed via the Business Events Australia website.  

IAPCO Advisory Committee

Business Events Australia partnered with Melbourne Convention Bureau to host the International Association of Professional Congress Organisers (IAPCO) Advisory Committee famil in Melbourne. This was an opportunity to showcase the association sector strengths of Melbourne and Australia via a business session held at Melbourne Convention and Exhibition Centre, and to inspire and educate the Professional Conference Organisers for their future meetings by experiencing the destination first-hand. 

India CEO Mission

A delegation of senior Australian tourism and business events leaders travelled to India this month to meet with key stakeholders in the market. The trip aimed to further strengthen ties with key partners in India, which has been one of the fastest markets to recover since international borders reopened in 2022.

As part of the trip, Business Events Australia delivered dedicated workshops and round tables in Mumbai and Delhi. Business events planners were hosted at an event to highlight why there’s nothing like Australia for business events, where eight convention bureaux presented updates on their destinations and Business Events Australia provided the latest information to pitch Australia, including updates on aviation and visas. 

ELECTRIC MINE CASE STUDY

The Electric Mine Conference is the world’s fastest growing mine electrification event. As the mining industry works towards a net-zero future, industry leaders and experts from around the world came together in Perth / Boorloo in May 2024 to exchange ideas and explore the future of electrification in mining and its impact on sustainability. Supported by Tourism Australia’s Business Events Bid Fund Program, the event attracted more than 900 delegates, with strong representation from the Australian mining industry as well as surrounding regions including South East Asia.

A video case study of the event, including interviews with Daniel Gleeson, Director at International Mining Events Ltd, and Fern Morton Event Manager at International Mining, is available on the Business Events Australia website. 

Register now for upcoming in market events

As part of our business events distribution strategy to drive demand for Australia, Tourism Australia provides opportunities throughout the year to connect with planners. Registrations are open for three in market events:

Business Events Australia Greater China Showcase 2025 will be held in Xiamen, China from Monday 31 March to Wednesday 2 April 2025. The event is designed to provide Australian industry sellers with a platform to develop relationships with incentive agents and corporate customers from Greater China as well as provide insights into market trends.

Business Events Australia’s North America Roadshow will again be delivered in 2025. To maximize opportunities to connect, join the Australia presence at Northstar’s Successful Meetings University (SMU) from 10 to 12 March in New York (participation includes networking events and up to 20 prescheduled one-on-one appointments with North American planners). Following SMU, the North America Roadshow will be held 13 to 19 March 2025, visiting Toronto, Minneapolis, St Louis and Dallas with networking events to connect with meeting planners.

Registration is now open to join the Australia stand at IMEX Frankfurt 2025 to be held Monday 19 May to Thursday 22 May 2025. IMEX Frankfurt is a key business events exhibition where international planners from the conference, convention and corporate events industries gather to do business.