Association meetings are helping to drive sustained recovery
in the Australian business events sector, according to a new report, with more
planners looking ‘Down Under’ for inspiration.
In comparison to the preceding 12 months, The 2023 Business
Events Consumer Demand Project, by Tourism Australia’s business event unit, shows
improvement in a number of areas.
Seventy-nine per cent of association decision makers intend
to plan an association event in Australia in the next two years (+6%), 28 per
cent are considering Australia for an event in the next four years (+13%) and 16
per cent have currently booked an event in Australia (+16%). The percentage of
planners who saw Australia as an ‘appealing destination’ remained flat at 78
per cent (-1%).
This research not only delves into Australia's standing as a
business events hub but also scrutinizes the influence that the pandemic has
had on the decision-making processes of these stakeholders.
Robin Mack, the executive general manager of Commercial and
Business Events Australia at Tourism Australia, said the research underscores
the fact that the association sector is steadily returning to a sense of normality.
Some 90 per cent of decision makers have organized events in the past year,
marking a 32 per cent increase from the figures in 2022.
Mack said: "It's encouraging to see that the
international business events sector is now in a much more robust position than
it was just a year ago. Decision makers are increasingly confident about
hosting international events. In the short term, global uncertainties and key
financial considerations remain pivotal factors influencing decision makers'
confidence. However, this has not deterred their future budgets, with 90 per cent
indicating their intent to either retain or increase their budgets, comparing
favourably to the pre-COVID era."
The allure of Australian Indigenous experiences has been
steadily growing. Association decision makers are increasingly inclined to
incorporate Indigenous-guided experiences or traditional Welcome to Country
Indigenous ceremonies, while a substantial 85 per cent acknowledge the appeal
of including Indigenous experiences in their itineraries.
Mack concluded: "This positive outlook for the Australian
business events industry aligns with the feedback we've been receiving from the
industry. It is further substantiated by our Business Events Bid Fund Program,
which has witnessed a surge in applications and event conversions across
Australia."
Conducted between May and June 2023, the research gathered
insights from 160 associations across North America, the UK, and Europe, as
well as 402 corporate decision makers within the incentive sector across ten of
Australia's key markets. The 2023 Business Events CDP factsheet is available
for download from the Business Events Australia website.
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.
