by Penny Lion, head of Business Events Australia, Tourism Australia
THE end of the financial year provides a time for reflection and 2015/16 was a big year for Tourism Australia’s Business Events Australia (BEA) team. In the past 12 months we have generated over 290 leads for the Australian industry through our international trade and marketing activity. In addition, we have increased our commitment in the association market, developed new marketing and content assets and delivered our bi-annual event, Dreamtime.
During the year, the BEA team attended five key international trade shows with Australian industry and delivered two Tourism Australia owned events, Business Events Australia Greater China Showcase and Dreamtime. Thirty Australian sellers had the opportunity to meet and do business with 120 buyers and media, secured by the BEA, at the Business Events Australia Greater China Showcase, as part of Australia Week in China (AWIC). This resulted in more than 80 leads for industry. Tourism Australia’s signature incentive showcase, Dreamtime, which was hosted in Adelaide in December 2015, also generated over 80 leads, 12 confirmed pieces of business, and more than 140 pieces of media coverage.
As part of our trade activity, BEA also delivered one association and nine incentive educationals, all in partnership with Australian industry. The educational program provided international buyers and planners with new and inspiring ideas, as well as increasing their knowledge of Australian destinations and products.
To increase consideration for Australia as a business events destination, BEA produced a range of collateral to distribute at trade shows, to international media and through BEA’s channels. For the association sector, BEA produced Australia Innovates, a new bi-annual publication using selected content created by Austrade and repurposed to focus on talented Australians making an impact in research and development to attract business events. The 32 Extraordinary Australian Food and Wine Experiences was created to provide planners and corporates with a taste of Australia’s fantastic food and wine offering.
BEA also produced a range of short films including the Dreamtime 2015 case study, which was filmed from the perspective of international buyers who attended the event. Australia’s exceptional event capabilities, delicious food, diverse destinations and activities were shared. They were also shared with industry to inspire potential business decision makers and distributed through BEA’s channels.
Increasing awareness around Australia’s unique destinations and experiences as well as our world-class business events offering, has delivered business for Australia. We look forward to collaborating again with the Australian business events industry in the upcoming year to showcase internationally why there’s nothing like Australia for business events.
