Business Events Australia Industry Update O ctober 2023

Tourism Australia partnered with 34 Australian industry partners for the Advance Program for 2022/23, delivering marketing and distribution projects which focused on driving demand for international business events. Activity delivered included video and photography assets, marketing campaigns and media buy, targeted familiarisation trips, client showcases and roadshows in market, and international event promotion to drive global delegate boosting.

Of the 34 partnerships, 24 supported marketing and distribution activities, which to date have generated 453 international business leads worth approximately A$442 million. While the nine international event promotion and global delegate boosting initiatives delivered 6,404 international delegates to events in Australia worth approximately A$243 million.

Tourism Australia has confirmed 28 partnerships for the Advance Program in 2023/24.

Tourism Australia’s specialist unit, Business Events Australia was joined on the Australia stand by 24 Australian industry partners at IMEX America, the USA’s largest meetings industry trade show. Held in Las Vegas from 17 to 19 October 2023, the show brought together more than 4,000 hosted buyers and 3,000 exhibitors from over 180 countries. Over three days, Business Events Australia hosted 10 group appointments with more than 100 buyers in attendance, three destination presentations and 70 individual appointments. Australia remains highly desirable, with many indicating Australia is considered a ‘bucket-list’ destination for incentive travel. Buyers also indicated leads for incentive and association events with travel as early as 2024 and up to 2030.

Australian industry seller registrations are now open for the Business Events Australia Greater China Showcase, which will be held in China from the 19 to 21 March 2024. The event will provide Australian industry with the opportunity to connect and do business with key agents and corporate customers from the region via appointments and networking events.

Tourism Australia’s specialist unit, Business Events Australia will be attending the inaugural Meetings Show Asia Pacific, held in Singapore from the 17 to 18 April 2024. Joining Business Events Australia on the Australia stand will be the Australian Convention Bureaux, who will have the opportunity to meet with global meeting professionals over the course of two days to promote their destinations. The Meetings Show Asia Pacific is an extension of The Meetings Show brand, owned by Northstar Meetings Group, which takes place annually in London.

Tourism Australia’s specialist unit, Business Events Australia attended the MICE China Expo, held in Beijing on the 14 September and Shanghai on the 20 September. Organised by MICE China media, the events were each attended by more than 120 buyers, including MICE agents and corporates from insurance, IT and pharmaceutical companies. Business Events Australia held 30 appointments at the Beijing event in partnership with Cathy Pacific and 40 appointments at the Shanghai event in partnership with Singapore Airlines.