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31 October 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 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

IMEX America delivers results

Tourism Australia’s specialist business unit, Business Events Australia recently attended IMEX America in Las Vegas, which is the largest trade show for the global meetings, events and incentive travel industry, attracting more than 5,000 buyers in 2023. More than 20 Australian industry partner organisations joined the Australia stand at IMEX America. Representing a range of destinations, venues, accommodation and Destination Management Companies, Australian industry had the opportunity to highlight why there’s nothing like Australia for business events during one-on-one appointments and networking opportunities. Business Events Australia delivered 11 group appointments, providing an Australia update to international planners, and hosted a breakfast networking event with global agency Maritz. Sentiment was very positive for Australia across both incentive and association sectors, with the trade show generating leads for future events for 2024 and beyond.

Asia market activity highlights

This month, the team in China held a Best Partner Program to keep Australia top of mind with 18 corporates. Hosted in partnership with UMICE Beijing, Business Events Perth and Singapore Airlines, guests had the opportunity to enjoy an Australian wine tasting, dinner and an update on Australia’s business events offering. Ten business leads were generated for Australia as a result of hosting the event.

Tourism Australia attended the MICE China Forum in Sanya, where Edea Lu, Business Events Director, Asia joined a panel discussion on market trends for MICE business. During the half-day business session, the team held eight one on one appointments with MICE Agencies from Sanya, Beijing, and Shanghai.

The team also attended the China Travel & MICE Smart Show (TMSS) in Beijing, where they were joined by Melbourne Convention Bureau and Business Events Perth on the Australia booth. During the event, they held appointments with 20 MICE agencies and corporates, generating three business leads for Australia.

There is positive sentiment for Australia in the region, with the country considered safe to travel and providing value for money.

Finalist for ICCA Best Marketing Award

Out of 34 entries, Tourism Australia was one of three finalists for the International Congress and Convention Association (ICCA) Best Marketing Award. The awards celebrate the pinnacle of marketing ingenuity worldwide, spotlighting organisations that push boundaries with their passion, creativity, and boldness. As a finalist, Tourism Australia’s Executive General Manager of Commercial and Business Events Australia, Robin Mack, presented at the 63rd ICCA Congress in Abu Dhabi showcasing the strategy, creativity and success of the campaign, There’s Nothing Like Australia for Business Events, to an audience of international professional conference organisers (PCOs), Associations, destinations and peers.

Business Events Australia Greater China Showcase

The Business Events Australia Greater China Showcase will return to China for the first time since 2019. Held from 31 March to 2 April 2025, the event provides Australian industry with the opportunity to conduct business and network with Chinese incentive agents and corporate customers. Registrations for the event will open in November 2024.