Welcome to the Business Events Australia industry newsletter, where we share updates on Tourism Australia’s marketing and distribution activities to drive demand and support Australia’s business events industry.
Tourism Australia’s business events team was out in force last week to network with the Australian industry, international planners and media at the Asia Pacific Incentives and Meetings Event (AIME) in Melbourne/Narrm.
To kick off the AIME 2024 program, Business Events Australia hosted the Sunday Brunch at the Royal Botanic Gardens, in partnership with Melbourne Convention Bureau. Robin Mack, Tourism Australia’s Executive General Manager Commercial and Business Events Australia, welcomed the 150 international buyers and media to Australia and highlighted why there’s nothing like Australia for business events.
Tourism Australia’s Managing Director Phillipa Harrison was the opening speaker at the ABEA Leaders’ Forum held on Monday, providing an update on ‘Australia: Moving beyond recovery towards a sustainable future’. During the session, industry leaders addressed the current key topics for the business events sector, including how to attract and retain the next generation of talent, advocacy for the sector, ensuring sustainable outcomes and the impact of AI.
The team also hosted the New Zealand delegation of planners and media for a breakfast at the Dorsett Melbourne on the Tuesday. The networking event was a chance to reconnect and to discuss the latest news from Australia including new venues, accommodation, and business events product.
AUSTRALIA NEXT MAGAZINE
The latest edition of Australia Next, an inspirational magazine tailored for incentive business events planners launched in February. The magazine, which forms part of Tourism Australia’s business events marketing strategy to inspire and drive awareness of Australia’s business events offering, is shared directly to customers and promoted across trade media and paid social activity in South-South East Asia, New Zealand, United Kingdom and North America. In this edition, business events planners discover the must-visit destinations in Australia in 2024, hear from an expert who reveals Australia’s food and beverage trends, get tips from a local on where to go in Cairns and explore the Whitsundays in a three-day program pitch. Get in touch with the Business Events Australia team to share your news and updates for potential inclusions in future editions.
IAS CONFERENCE ON HIV SCIENCE CASE STUDY
The International AIDS Society (IAS) Conference on HIV Science is the world’s most influential meeting on HIV research and the largest scientific conference on HIV staged globally. Brisbane/Meeanjin hosted the 2023 event, shining the light on the city’s reputation for medical research. Winning the conference for Australia was a collaborative bid effort by the Brisbane Convention and Exhibition Centre, Tourism and Events Queensland and Brisbane Economic Development Agency, and supported by Tourism Australia’s Business Events Bid Fund Program. The conference was attended by more than 4,000 people in person, with an additional 1,200 attending virtually.
A video case study of the event, including interviews with Professor Sharon Lewin, the international chair and current President of the IAS, and Birgit Poniatowski, Executive Director of the International AIDS Society, is available on the Business Events Australia website.
AWARD WINNING WORK
Tourism Australia’s business events marketing and distribution work has been recently recognised by three international media publications, China BT MICE, MICE China and Smart Meetings. China BT MICE awarded Australia the ‘Overseas MICE Destination of the year 2023’ at the China Business Travel MICE Market Miracle Award 2023, held in Beijing earlier this month. Australia also won the ‘Best Marketing Destination’ award for 2023 at the MICE China Awards held in December 2023. Tourism Australia was recognised as a 2023 Smart Meetings Platinum Choice Awards winner, in the international destinations category.
AUSTRALIA NEXT 2024 INCENTIVE SHOWCASE
Previously known as Dreamtime, Tourism Australia's signature incentive showcase is now called ‘Australia Next’ to align with Business Events Australia’s bespoke magazine for incentive planners.
Australia Next 2024 will be held in Cairns/Gimuy, Queensland, in partnership with Business Events Cairns & Great Barrier Reef, from 8 to 10 September 2024. The incentive showcase is designed to increase awareness of Australia as an outstanding incentive destination. The event provides the Australian business events industry the opportunity to connect with qualified incentive buyers from around the world, while showcasing Australia’s best incentive experiences and products.
Details on participation fees and registration for Australia Next 2024 will be available in mid-March. View the results of Dreamtime 2023 here.
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