NEW CAMPAIGN TO HELP GROW AUSTRALIA’S BUSINESS EVENTS SECTOR UP TO $16 BILLION BY 2020
Tourism Australia has launched a new integrated campaign aimed at corporate meeting and event planners as part of a broader strategy to grow Australia’s high yielding business events sector to as much as A$16 billion by 2020.
Launched at AIME 2012 in Melbourne, the campaign comes off the back of strong growth in the business events sector.
The multifaceted and digital campaign, including a new website (www.businessevents.australia.com), follows in the footsteps of Tourism Australia’s consumer marketing campaign, There’s nothing like Australia, and continued strength in business arrivals to Australia. For the first time Tourism Australia will consistently use the campaign positioning for all business events marketing activity.
Tourism Australia Managing Director 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.
“Business events visitors are a significant part of the visitor economy, now contributing up to $9 billion annually or 10 per cent of overall tourism spending,” Mr McEvoy said.
“On average business events visitors spend 50 per cent more per day than the average visitor at A$212 per delegate per day so the returns on our investment are strong, but what’s more they are more likely to return for a business and leisure visit to Australia in the future.
“International business visitation rose four per cent to 870,000 for the first time during the 2011 calendar year with strengthening growth from Asia, a critical region as Australia increasingly positions itself for the Asian Century.
“Tourism Australia’s new campaign and its dedicated business events website is about reaching the decision makers for such events with a strong message that Australia is a good place to do business.
“It has been developed based on insights from event planners in key international markets and will roll out in the USA, UK, China, New Zealand, Korea, Singapore and Indonesia, which continue to be core to the business events sector,” Mr McEvoy said.
The economic impact of business events in Australia continues to rise with delegates for these events contributing A$8.5 billion in 2010, up from A$7.9 billion in 2009.
The campaign aims to demonstrate why There’s nothing like Australia for corporate meetings and incentives market and also the associations market, featuring some of Australia’s most outstanding events and team-based activities in settings that that are unrivalled by other destinations - from dining under the stars in the spectacular outback, to activities on World Heritage listed sites.
Mr 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’s why the new campaign is so critical in telling the world how Australia can deliver on their business objectives – whether it’s 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,” Mr McEvoy said.
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