New Tourism Events Australia Strategy Launched

A new strategy to boost the lucrative business tourism and events sector for Australia, supported by $4 million in funding over the next year, was recently launched by Tourism Australia.

The Tourism Events Australia strategy, which is an initiative of the Australian Government's Tourism White Paper, was launched during Dreamtime (Australia's premier incentive travel trade show) at the Sydney Showground at Sydney Olympic Park.

Speaking at the launch, Tourism Australia Acting Managing Director, Mr Ken Boundy said the new strategy aimed to increase awareness and consideration for Australia as a destination for business tourism and major events.

"Business related travel to Australia represents around $2.7 billion annually," Mr Boundy said. "However, there are real short to medium term opportunities for further growth in this sector.

"Corporate meetings, incentive travel, conferences and major events in particular offer the greatest potential and the Tourism Events Australia (TEA) strategy will focus on marketing Australia to these high yielding sectors in key markets such as the US, UK, Europe, Asia and Japan.

"The TEA strategy provides a platform to capitalise on the growth potential of the sector by positioning Australia as a desirable and achievable destination for business and major events amongst decision makers in the key markets."

The Tourism Australia strategy includes the formation of a new business unit within the organisation, called Tourism Events Australia, and outlines the role and objectives of the new unit.

This new unit will focus on two key areas: Business Events, including the corporate meetings, incentive industry and associations market; and Major Events.

Mr Boundy said the strategy had been developed following extensive consultation with the industry to determine the role and scope of Tourism Events Australia.

"The development of the TEA strategy involved consultation with representatives from the business tourism and events industry, with forums held in all key Australian cities," Mr Boundy said.

"This process was extremely valuable and has helped to ensure that the short to medium term approach for Tourism Events Australia is in line with industry needs and objectives.

"The end result is a clear and structured operating framework for marketing Australia globally as a business and major events destination via Tourism Australia's worldwide network.

"Tourism Australia will continue to consult with the industry through the ongoing development of specific strategies for the business events and major events sectors."

Mr Boundy said Tourism Australia had recently completed major research projects in four key markets, providing valuable insights into the psyche of corporate end users in the United States, United Kingdom, Thailand and Taiwan.

"This new research will form the foundation of our business events marketing programs overseas, enabling Australia to cater to the demands of consumers in these markets," Mr Boundy said.

"Over the coming year Tourism Australia activities will focus on building awareness of Australia as a destination for business tourism through an integrated program of partner campaigns, public relations and trade education.

"Activities in key international markets will target key decision makers who influence the selection of incentive travel or corporate meeting destinations as well as the corporate sector of the market."

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