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.

Domestic activity

A key focus for Business Events Australia at the moment includes working on a marketing strategy to prompt a restart to domestic business events when the time is right.

The Event Here This Year campaign, which debuted as part of bushfire recovery efforts earlier this year, will be evolved to help sell the value of face-to-face connection whilst also encouraging decision makers to hold events in Australia and experience the country’s world-class business events offering. Campaign development is underway with plans for expanded content opportunities to help educate local audiences about the breadth and quality of event experiences available in their own backyard.

Sitting alongside this activity is the Business Events Boost Program which will also play a role in the return of domestic events. The new program provides industry with funding support to deliver specific marketing and distribution projects to help drive domestic event activity. Applications are open until 30 September.

International activity

An active presence in our key international markets remains important to keep Australia top of mind as a business events destination for when border restrictions are lifted and international travel returns. International distribution activity is underway, with our team in China resuming face-to-face training and client meetings, along with the delivery of our first webinar earlier this week featuring Australian industry. Our North American team is continuing to engage with customers, including via an upcoming webinar series for key clients, while customer advisory panels for UK customers are in the works.

Our international media buy for this financial year has kicked off in New Zealand along with the continuation of content initiatives to build awareness and consideration of Australia’s business events offering amongst customers in market.

Engaging with industry

With the aim of maximising engagement with Australian industry throughout recovery, the Business Events Australia team recently hosted virtual briefings with Australian convention bureaux, convention centres and key product stakeholders to provide an update on activity and in-market developments. Further industry briefings will take place and several smaller roundtables are scheduled to discuss plans, market insights and ensure a unified approach to industry recovery. We encourage industry to contact us if you would like to know more about our activity or have partnerships opportunities you would like to discuss.

Business Events Australia’s website review

Business Events Australia’s global and China websites are undergoing a review as we look to maximise the platforms as tools to sell Australia’s business events offering and drive engagement with target customers in the future. The global site will be enhanced as a platform to deliver engaging content and promote our business events destinations; while the China site will be reviewed with a focus on servicing the customer journey in conjunction with the WeChat ecosystem, including BEA’s new WeChat Mini Program, also in development.

Advance Program support takes shape

We are looking forward to collaborating with industry on some exciting projects this financial year, after receiving 90 applications through the Advance Program to support marketing and distribution projects for international business events. The assessment and selection process is underway, with successful candidates to be notified shortly.