Sign in or Register
 
 
Register today to receive each issue absolutely FREE!
CMW hears from global associations about how best to handle the impact the...
More
The director of Reed's giant EIBTM MICE event in Barcelona, Graeme...
More
CMW catches up with Pacific World and finds the newly-expanded company has...
More


Exhibition World Issue 77
Issue 77
Supplement: Basque Country
Supplement: Turkey
NEW TOURISM AUSTRALIA CAMPAIGN AIMS TO GROW BUSINESS EVENTS SECTOR TO $16BN BY 2020
posted on: 24/2/2012 15:51:21
Melbourne_australia_

AUSTRALASIA - National tourism body Tourism Australia has launched a new integrated marketing campaign aimed at corporate meeting and event planners.

The campaign, launched at the Asia-Pacific Incentives and Meetings Expo (AIME) 2012 (21-22 February) in Melbourne, will form part of a broader strategy to grow Australia’s high yielding business events sector to as much as AU$16bn by 2020.

The digital campaign, including a new website businessevents.australia.com, follows in the footsteps of Tourism Australia’s consumer marketing campaign, There’s nothing like Australia.

For the first time Tourism Australia will consistently use the campaign positioning for all business events marketing activity.

Tourism Australia MD Andrew McEvoy said business events and business visitation made a significant contribution to Australia’s tourism economy but that there was scope for significant growth long term under Australian tourism’s Tourism 2020 strategy.

“The economic impact of business events in Australia continues to rise with the latest figures from Tourism Research Australia stating delegates for business events contributed around $8.4bn in 2010, up from $7.9bn in 2009,” McEvoy said.

“On average business events visitors spend 55 per cent more per day than the average visitor at $212 per delegate per night; so the returns on our investment are strong but what’s more they are also more likely to return for a business and leisure visit to Australia in the future.

“In the year to September 2011, international business visitation rose seven per cent to 898,000, with strong growth from Asia, a critical region as Australia increasingly positions itself for the Asian Century.”

The campaign will be rolled out in the USA, UK, China, New Zealand, Korea, Singapore and Indonesia.

McEvoy said economic factors in some of Australia’s key markets were continuing to impact on travel to Australia and that the business events sector would be well aided by its new targeted marketing approach. “It is why the new campaign is so critical in telling the world how Australia can deliver on their business objectives – whether it is incentivising their teams or improving their business performance, and do this with team building activities, experience of our modern cities, unquestioned natural appeal, and great people,” he said. 



Any conference-related news? Email sarah@mashmedia.net

Print:
Email:
Share article:
COMMENTS
Would you like to Leave a Comment?
LATEST NEWS
AUSTRALASIA - Melbourne Convention and Exhibition Centre has welcomed the Victorian State Government's announcement that the venue's proposed expansion project can move forward.

DENMARK JOINS THE CONVENE CLUB
posted on: 24/10/2014 09:17:04
BALTIC - Danish exhibitors will be making their debut at the growing Baltic meetings industry trade show Convene 2015.

EUROPE - Destination management company AlliedPRA, headquartered in Twickenham and San Diego, has partnered with DMC Incentive Travel Iceland.

MIDDLE EAST - Dubai and Abu Dhabi-based events, exhibitions and environment specialists Projex Event Services LLC, has been appointed an Octanorm Service Partner International by exhibition stand construction systems provider Octanorm in Germany.

EUROPE - Dublin-based meeting venue booking portal MeetingsBooker.com reports it has completed a one million euro ($US1.26m) funding round.