The Australian Government last week confirmed a $2 million allocation to measure the impact and benefit of business events through data.
The project is being rolled out in two phases, which will include the addition of new questions to Tourism Research Australia’s National & International visitor surveys, which are already in place.
The Government will also work closely with the Business Events Council of Australia (BECA) to roll out “bespoke data collection points including venues, organisers, delegates, and exhibitors” across the country.
Minister for Tourism Don Farrell noted business events are vital drivers of the wider economy, contributing around $36 billion annually.
“They encourage high-yield travel, build networks, support the development of commercial concepts, and expand business opportunities,” he noted.
“The new business events data project is a critical part of the Government’s support for the ongoing recovery of Australia’s business events sector.”
BECA Chair Leo Jago believes better data means better decisions, better decisions mean better events, and better events mean a bigger boost for Australia’s visitor economy.
He noted the $2 million allocation is Australia’s largest-ever investment in business events research, and will help establish a long-term framework to measure the sector’s contribution.