| |   | An evolving digital strategy in China A new digital strategy for the business events market in China aims to maximise opportunities for customer engagement and enhance the promotion of Australia as a business events destination. With the growing role of WeChat in facilitating Chinese business, Business Events Australia (BEA) is developing a WeChat Mini Program to provide a platform for planners to save, download and share information about Australia’s business events offering. While businessevents.australia.cn will retain a role in facilitating initial research and planning, it will be leveraged as a platform to drive traffic to BEA’s official WeChat account and Mini Program. Currently in development, the new Mini Program will see Tourism Australia as one of only two national tourism organisations with a dedicated business events Mini Program worldwide. |  | Insights from industry To understand impacts and business needs through the pandemic and into recovery, the Business Events Australia (BEA) team continues to connect with stakeholders across the industry. This week, BEA facilitated an industry association round table which touched on a variety of issues impacting business events, including consumer confidence, industry representation in mainstream media, mass gatherings versus organised business events and the importance of communicating COVIDSafe operations. Industry associations have indicated they are working across several areas to support the business events ecosystem, from tracking event cancellations and postponements to government advocacy and industry education. | |  | Distribution goes virtual While the Business Events Australia (BEA) team in China has been able to restart face-to-face meetings, even travelling outside of Shanghai recently to meet with customers, in other markets, BEA’s distribution strategy is becoming increasingly virtual to maintain engagement and continue to drive demand for Australia. In North America, the regional team has engaged with customers and gathered insights via virtual industry events, including at the recent Destinations International Annual Convention and the forthcoming Incentive Live event hosted by US trade media publisher Northstar Meetings Group. Across all Western markets, a program of virtual engagements and touchpoints is in development, including Customer Advisory Panels, round tables, and Australian industry updates. |  | Progress on domestic activity Business Events Australia’s domestic campaign continues to develop with an insight-led approach to encouraging a restart to domestic business events, when the time is right. The campaign will focus on promoting the value of face-to-face business events and educating decision makers on the breadth and quality of Australia’s offering.
In the meantime, industry are encouraged to apply for the Business Events Boost Program to work with Tourism Australia on marketing and distribution initiatives to help restart domestic business events. Applications for support of industry-led projects are open until 30 September, with all activity to be undertaken this financial year. | | | |
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