Business Events Australia Industry Update S eptember 2023

Tourism Australia has released new international research, the 2023 Business Events 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.

Overall, the outlook for the international business events landscape is strong, with 90 per cent of decision makers in both the incentive and association sector claiming to have run events in the last year. In the short term, global uncertainty and key financial factors are the biggest influences on decision makers’ confidence. This, however, hasn’t impacted future budgets, with 90 per cent of decision makers indicating they will retain or increase their budget compared to pre-COVID times.

Event decision makers across key markets in the association and incentive sectors consistently identify five attributes for Australia as an event destination: A safe and secure destination; with a range of quality accommodation options; an appealing climate; with good food, wine, local cuisine and produce; and excellent business facilities.

Australia’s appeal as an event destination remains strong. Of those decision makers surveyed, Australia is the number one incentive destination across 22 attributes, including excellent business facilities, value for money, and safety and security. For association decision makers, perceptions of Australia have improved in many areas, and intent to plan an event in Australia within the next two years has increased.

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

The Rotary International Convention (RICON23), held in Melbourne/Narrm in May 2023, brought together more than 14,000 Rotarians from 120 countries, providing an impressive showcase of Melbourne and Australia’s capacity and capability for large global conventions. The event was supported by Melbourne Convention Bureau, who led the bid to bring the convention to Melbourne with support from the Victorian Government and Tourism Australia’s Business Events Australia Bid Fund Program.

A video case study of the event, including interviews with Gordon McInally, the President-Elect for Rotary International, and Shannon Watson, Director of Meetings and Events for Rotary International, is available on the Business Events Australia website.

As part of our distribution activity to increase consideration for Australia as a business events destination, Tourism Australia recently partnered with Brokenwood Wines, an Ultimate Winery of Australia in the Hunter Valley, to host an event in Auckland. Attended by key New Zealand business events planners, the event provided attendees with the opportunity to receive an update on Australia’s business events offering and experience first-hand Australia’s impressive food and wine offering with a sommelier guided wine and canap pairing, one of Brokenwood Wine’s signature experiences.

Earlier this month, Tourism Australia partnered with Singapore Airlines for a Business Events Australia Best Partner Program in Japan. Twenty-eight travel agents and clients had the opportunity to learn about Australia’s diverse business events offering and partake in a wine tasting from Wine Australia. While last month, Tourism Australia held its first-ever Best Partner Program in Singapore in collaboration with Global Travel Pte Ltd and Singapore Airlines. The event featured an Australia Destination showcase, Australia-inspired dinner, and entertainment. Over the course of two days, Tourism Australia had the opportunity to engage with 21 corporate clients across various industries and highlight Australia’s offering. The events, which form part of Tourism Australia’s business events distribution activity, have already generated business leads for Australia.

In the USA, as part of our business events partnership strategy, Tourism Australia attended SITE Classic in Mexico, Maritz Activate in Phoenix, and Maritz Elevate in Florida. All three events provided the opportunity to connect with North American buyers, gather insights on the market, drive awareness and consideration for Australia and generate business leads.

Last month, Tourism Australia hosted the Direct Selling Association of Singapore and their members on a famil visit to Perth/Boorloo and Adelaide/Tarntanya. Delivered in partnership with Business Events Perth, Business Events Adelaide and Singapore Airlines, attendees had the opportunity to discover first-hand why there’s nothing like Australia for business events. The program provided delegates with the opportunity to get up close to Australian wildlife, sample our excellent food and wine offering, and experience Australia’s event delivery capabilities during the gala dinner on the field at Optus Stadium and the farewell dinner at Penfolds Magill Estate.

The Business Events Australia Greater China Showcase will be held in China in 2024, the first time it has been held in person since 2020 following the global pause in travel. Due to be held 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 corporates customers from the region via appointments and networking events. Seller registrations will open late October on the Business Events Australia website.