A number of key markets in Asia have proved resilient in the face of the global financial crisis, and its associations and corporates are open for business when it comes to considering Australia as a business event destination.

Managing director of Tourism Australia, Andrew McEvoy, said the business events sector is an important part of the Australian tourism economy.

“We have a world class product that includes unique experiences backed by professional event organisers and Tourism Australia is taking this story to Asia and other parts of the world through a number of strategic activities in 2010,” he said.

“We are engaging in a number of activities to stay proactive when it comes to securing potential business from our Asian neighbours.

“Australia holds a really important place in Asia and it is where a lot of our business growth is coming from. Markets such as China will potentially be the largest inbound market for Australia, and India too has also been growing at a rapid pace. More traditional markets like Malaysia, Singapore, Indonesia and Japan are also on our radar when it comes to promoting Australia for business events.”

As part of its strategy Tourism Australia will showcase Australia’s business events credentials to a group of qualified buyers from North Asia at Expo 2010 in Shanghai this month, taking part in the largest world exhibition in history.

Tourism Australia will host a group of 60 VIP buyers at the Australia Pavilion, to experience Australia and hear about our business events facilities and world leading delivery capabilities. Buyers will also enjoy first-hand the quality of Australian food and wine at a gala dinner in the pavilion hosted by Tourism Australia’s in-region managers.

“Expo 2010 provides an excellent platform to build relationships between Australia’s leading convention bureaux and some of our most valued corporate clients in China, the Republic of Korea, Hong Kong and Taiwan,” said Jonny Nee, regional general manager for Tourism Australia in North Asia.

The recently held Team Australia Business Events Educational (TABEE) in Beijing also gave Australian sellers the opportunity to meet directly with more than 70 corporate and agent buyers from across Asia.
The Australian delegation, which included nearly 30 incentive travel businesses and convention bureaux, held two days of one-on-one meetings with the qualified buyers to sell Australia as a standout destination for corporate meetings and incentive travel.

Buyers were challenged to “take your thinking to a whole new place” as Australia’s innovative and creative talents were showcased throughout the function, while sellers participated in a panel seminar on the emergence of the association sector in Asia.

Prior to TABEE, Tourism Australia and Australia’s convention centres and bureaux launched a new business development and marketing initiative designed to generate more association bid wins for Australia. Investing $1.8 million over three years, the association initiative will raise awareness of what Australia has to offer as an association events destination, with a particular focus on key markets in Asia.

Mr McEvoy said the project marked a significant ramp up of Tourism Australia’s work in the associations sector to complement its investment in the corporate meetings and incentives sectors.
“The project builds on our history of working collaboratively with the sector to build the profile of Australia for business events,” he said.

“Research shows that the growing middle and professional classes in Asia are leading to a huge growth in associations and their membership, and Australia is an ideal location for their meetings – we are geographically close, can offer world-class meeting facilities and have strong business links to the region.”
The strategic approach of the new project will target some of Australia’s key sectors of expertise, including advanced manufacturing, agribusiness, biotechnology, clean energy, creative industries, education, financial services, IT and technology, and resources.

The project will seek to expand Australia’s association business in key industry sectors by attracting international association meetings and expanding existing meetings to include international delegates, specifically targeting the Asia Pacific.

Australia has also been investing in infrastructure to meet the changing needs of the business events sector into the future. Last year Tourism Australia’s audit of new business events infrastructure found a record of $8.1 billion was being spent in new builds and renovations across accommodation, venues, incentive experiences and convention centres. These developments will ensure that Australia’s facilities continue to meet the needs of both the international and domestic business events audience.
For more information on Tourism Australia’s business events activity visit: www.businesseventsaustralia.com.

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