Concerted
efforts to promote Australia as a place to hold international conferences - even
while its borders remained closed because of Covid-19 - appear to be paying dividends.
Some
75 per cent of associations view Australia as an attractive place to convene
their members, according to research by Tourism Australia’s specialist business
events unit.
And
while Covid-19 is still influencing where associations meet, it has less to do
with the threat of catching the disease than the process and cost of dealing
with travel requirements.
International
associations were feeling markedly more comfortable travelling overseas than a
year ago and the number already meeting overseas had risen significantly.
84
per cent of the 159 surveyed in the 2022 Business Events Consumer Demand Project (CDP) were
happy to convene abroad (+2%) and 82 per cent have already started (+37%).
The pandemic
doesn’t appear to have had a lasting impact on the frequency of meetings with
84 per cent of associations saying they intended to hold the same number as
before.
Budgets
appeared to be slowing bouncing back, too, with 71 per cent of associations
saying they expected an increase for overseas events over the next 12 months
(+3%).
However,
it was not clear from the research what the impact on number would be, with
only 51 per cent saying they expected attendance levels to increase (+6%).
Tourism Australia executive general manager
of Commercial and Business Events Australia, Robin Mack, said: “Throughout the
pandemic we have worked hard to maintain Australia’s presence internationally
and optimally position Australia as a business events destination for
reopening. 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 also confirmed a strong performance of the new Business Events
Australia brand campaign, recently launched to capitalise on the reopening of the
country’s borders.
86 per cent of decision
makers in the association sector found the campaign appealing and 80 per cent
said the campaign increased their likelihood of holding an association event in
Australia.
The research surveyed 159 association decision makers from May to
June 2022.
Written By
James Lancaster
AMI editor James
Lancaster is a familiar face in the meetings industry and international
association community. Since joining AMI in 2010, he has gained a reputation
for asking difficult questions and getting lost in convention centres. Proofer, podcaster, and panellist - in his spare time, James likes to walk,
read, listen to music, and drink beer.
