Over the past six months Tourism Australia has been working with the industry to maximise opportunities for Australia in the business events sector.

Much work and research effort has gone into gaining a better understanding of the consumers we target and how we might hit the mark with them through our global marketing efforts. It is not simply a matter of duplicating what we know or what we do in the leisure sector but gaining an understanding of what works with the audience we are targeting in the business events environment.

Tourism Australia’s role in business events is to raise the appeal and commitment to choosing Australia as a destination for corporate meetings and incentives. As far as major events are concerned Tourism Australia focused its activity on contextualizing events for potential visitors. Our key targets include:  corporate decision makers, corporate influencers (i.e. persons who recommend destinations); intermediaries (such as travel agents in Asia and incentive houses in the United States and United Kingdom).

To ensure we are effective in targeting this audience we must have a balanced portfolio that includes a mix of activities such as familiarisations, missions, trade events and public relations activity. All of these activities are fundamental to our role in building future corporate meeting and incentive business to Australia. This year alone we have conducted four events as part of Team Australia in Bangkok, London, San Francisco and China, participated in five major international trade shows for the sector, delivered a dedicated program for the Commonwealth Games and are now working on the delivery of Dreamtime 2006 as well as executing an information distribution program in all our major markets, both on events.australia.com and in collateral. We are advised by a number of stakeholders groups including the Industry Advisory Panel, who we meet with on a regular basis. We look forward to developing the above platform to ensure a sustained demand for the Australian business events sector and sharing with you at Dreamtime 2006 our plans for the future.

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