Tourism Australia’s specialist business events unit has shared new research that indicates a strong outlook for Australia’s business events industry. The positive interim outcomes follow the organisation’s recently launched Business Events Australia global brand campaign.
The 2022 Business Events Consumer Demand Project (CDP) delivers insights into the factors influencing decision makers when choosing a destination for events, including how Australia is perceived and the impact COVID-19 has had on the decision-making process.
Tourism Australia Executive general manager of commercial and business events Australia, Robin Mack, explained that the research results found that decision-makers are increasingly confident with travelling and running events abroad. Many expect the number, size, and budget for events to be equal to, or greater than pre-pandemic levels.
Mack said: “Amongst incentive decision-makers, we have experienced significant increases in appeal and intent over the last 12 months. For association decision-makers, Australia is considered an appealing destination with several positive attributes, including being ranked number one in the world for our quality of business events facilities”
“The research confirms our strategy to invest in marketing during the pandemic has worked and we anticipate Australia’s business events industry will benefit as a result”
The research demonstrated a strong performance of the new Business Events Australia brand campaign, recently launched to capitalise on the country’s reopening momentum.
“After only two months in market, over one in two target customers recall seeing the advertising and 87% of those stating they had already taken positive steps in relation to planning a business event in Australia as a result of the campaign,” Mack added.
The findings showed that:
- For decision-makers in the incentive sector, 92% found the campaign appealing, and 90% said the campaign increased their likelihood of holding an incentive event in Australia
- For the association sector, 86% of decision makers found the campaign appealing and 80% said the campaign increased their likelihood of holding an association event in Australia.
The research is part of Tourism Australia’s broader strategy to bolster Australia’s business events industry and fast-track recovery as we emerge from the COVID-19 pandemic. The organisation has stated that it plans to use the findings to help inform Tourism Australia’s international business events strategy and activity.
The research surveyed 159 association decision-makers from three of Australia’s key markets and 399 corporate decision-makers from nine key markets from May to June 2022.
