| | | | | | | | |  | | Business Events Australia Industry Update | | Welcome to the first Business Events Australia industry newsletter for 2023. During the course of the year, we will share updates on Tourism Australia’s marketing and distribution activities to grow and support Australia’s business events industry. We’re always keen to hear about what’s happening across Australia so please continue to share your news and updates and contact us with any questions. | |
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| ASIA MEGA FAMIL SHOWCASE | | As part of Tourism Australia’s business events distribution activity to increase consideration, drive demand and conversion for Australia as an incentive destination, Tourism Australia is hosting the Business Events Australia Asia Mega Famil Showcase in April 2023 with host city partner BESydney. The program will include three days in the host city of Sydney, where international planners from India, Singapore, Malaysia, Indonesia, China, Taiwan, Hong Kong, Japan and Korea will have the opportunity to meet with Australian convention bureaux during a half day business session and enjoy a destination showcase. The buyers and media will also experience another Australian destination via either a pre or post famil. Tourism Australia’s Executive General Manager of Commercial & Business Events Australia, Robin Mack said, “The Asia Mega Famil Showcase presents an opportunity for buyers and media to experience first-hand the wealth of new product available in Australia and for industry to capitalise on the short lead business coming from the region. With the return of two-way quarantine free travel in Greater China, we are thrilled we will also be able to welcome planners and media from this market at the Showcase and remind them why there’s nothing like Australia for business events.” | | | | | | |  | |
| TOURISM AUSTRALIA TO ATTEND AIME | | Tourism Australia’s specialist business unit, Business Events Australia, will attend The Asia Pacific Incentives and Meetings Event (AIME) in February to support industry and promote why there’s nothing like Australia for business events. Tourism Australia’s Managing Director, Phillipa Harrison and Executive General Manager of Commercial and Business Events Australia, Robin Mack will be at the official opening of AIME to provide an update on Tourism Australia’s business events marketing and distribution activities. During the event, the new brand campaign will feature at the Show and Tourism Australia will connect with international business events planners and media to provide an update on Australia. | | | | | | |  | |
| BRAND CAMPAIGN CONTINUES TO PERFORM | | Tourism Australia’s global business events brand campaign, There’s Nothing like Australia for Business Events, continues to perform for Australia. From September 2022, Tourism Australia ran a paid social campaign featuring the four short films which generated a total of 18.1 million views and performed well across all markets. The business events paid social strategy will continue into the first half of 2023. | | | | | | | | |  | |
| INSTAGRAM CONTINUES TO GROW ENGAGEMENT | | Tourism Australia’s Business Events Australia Instagram account organically reached more than 220,800 in 2022. Since launching in July 2020, the Business Events Australia account has posted 2,618 pieces of content, reaching 145 million people and accumulating 7,401 followers. In the coming months, Tourism Australia will release a business events social media toolkit for Australian industry, providing information on how we communicate There’s Nothing Like Australia for Business Events on Instagram and tips on creating your own content. In the meantime, don’t forget to tag us with the @businesseventsaustralia handle or #meetinaus so we can repost your Australian business events inspiration. | | | | | | | | |  | |
| UPCOMING NEW ZEALAND ACTIVITY | | Tourism Australia will be heading to Auckland in February to gather critical insights to help inform its business events strategy and showcase why there’s nothing like Australia to New Zealand planners. Whilst in market, Tourism Australia is hosting a Signature Experiences of Australia educational and networking function, during which, planners will receive an update on Australia’s business events offering. Tourism Australia will also connect with New Zealand incentive planners during the visit. | | | | | | | | | | | | | |
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