BUSINESS EVENTS MARKETING PROSPECTUS
Contents A message from Andrew Mc Evoy.................................. 3 Tourism 2020: The Business Events Se...
Contents A message from Andrew Mc Evoy.................................. 3 Tourism 2020: The Business Events Sector................ 4 Our Customer......................................................................... 5 Marketing Program.............................................................. 6 Trade Program......................................................................... 7
2 | Business Events Marketing Prospectus
A message from Andrew M c Evoy Tourism Australia’s role is to help create demand in an extremely competitive tourism environment. Our specialist unit, Business Events Australia, delivers marketing and trade programs exclusively in the international business events market, targeting corporate meetings, incentives and association events for Australia. Our team is represented in core markets around the world to present the best of Australia to potential clients. The purpose of this document is to encourage industry to join us in a collective ‘one voice’ approach, presenting a compelling Australia story in conjunction with State and Territory convention bureaux. Tourism Australia will focus on the best growth opportunities for Australia and investing where we see the best returns. This competitive mindset is at the heart of our thinking as we work towards our industry’s Tourism 2020 goal to increase overnight tourism expenditure to as much as A$140 billion by the end of the decade. We believe the business events sector has the potential to contribute up to A$16 billion of this total. While Asia is leading the charge in terms of growth – and is a key focus for us in terms of the allocation of our resources – our traditional western markets of the UK and USA continue to deliver consistent business to Australia. New Zealand remains our largest inbound business events market and a core focus of our marketing programs. The following outlines opportunities for Australian industry to engage with Business Events Australia and get involved in our activities and programs, and be part of a collective effort to achieve Australia’s full potential.
Andrew McEvoy Managing Director Tourism Australia
Business Events Marketing Prospectus | 3
TOURISM 2020: THE BUSINESS EVENTS SECTOR
In 2010, Tourism Australia, the Association of Australian Convention Bureaux, the Business Events Council of Australia and other industry representatives identified that Australia’s business events sector had the potential to contribute up to A$16 billion annually to the Australian economy.
Fig 1: Business Events Delegate Expenditure Potential Graph $18
$16.0
$16
Business events delegates' spend ($billions, nominal)
Tourism 2020 is Australia’s national strategy to enhance growth and competitiveness in the tourism industry. Business events represent one of the highest yielding sectors in Australia’s visitor economy. In 2009, business events delegate visitor expenditure was worth A$8.5 billion to the Australian economy. This increased to A$12.9 billion in 2012, up from A$10.3 billion in 2010.
Actuals Projection range
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How the contribution of Business Events is measured
There are several ways to measure the contribution of business events to the Australian economy. Together, these measures describe a vibrant industry sector with a total spend that reaches across the Australian economy. 1. Visitor Delegate Expenditure: measured by the International and National Visitor Surveys, this includes all expenditure in Australia by national and international business events visitors, including day trips of over 50 kilometres. 2. All Delegate Expenditure: measured by convention bureaux delegate expenditure studies, this includes all delegate expenditure including day trips less than 50 kilometres. 3. Total Business Event Expenditure: last measured to be worth A$17.3 billion by the National Business Events Study in 2004/05, this includes other non-delegate expenditure such as event expenses, registration and entertainment. 4. Total Business Events Spend: it is not possible to measure this figure quantitatively but this measure incorporates the indirect effects of business events on the Australian economy, including innovation impacts, knowledge transfer and the community legacies some events deliver, such as funding for medical research facilities. Fig 2: The Business Events Value Triangle
Visitor delegate expenditure All expenditure in Australia (including day trips >50km)
