18 Australian business events products and destinations, including six convention bureaux, have come together on the Australia stand to target international incentive and association buyers at one of the largest business events exhibitions in the world, IMEX Frankfurt, from 19-21 April.
In order to attract association buyers specifically, Tourism Australia has developed a new, bi-annual publication, Australia Innovates, featuring content originally created by Austrade on all the latest news of Australian innovation and innovators.
“It’s a great way to continue to build on our work in showing the world that not only is Australia a stunning destination for business events, it also has a depth of knowledge that can really help associations deliver on their event objectives,” said Penny Lion, General Manager Business Events Australia.
“Having recently finalised new research on association delegate behaviour, we know that Australia is strongly perceived as a quality destination for business events. We look forward to sharing further insights from this research in the coming months, to provide industry with a competitive advantage when it comes to developing delegate acquisition strategies,” said Ms Lion.
AACB CEO Andrew Hiebl said, “Tourism Australia must be commended for leading this initiative. Australia’s innovative capability is poorly understood on the world stage, and it is great to see our international marketing agency proactively turning this perception around.”
“Few outside Australia know, for example, that the Institute of Electrical and Electronics Engineers standard 802.11 (more commonly known as Wi-Fi) was invented in Australia. So too the cockpit voice recorder, Google Maps and Cochlear implants.”
The Australian Government recently outlined that innovation and science are critical for Australia to deliver new sources of growth, maintain high-wage jobs and seize the next wave of opportunity.
“By promoting our innovative successes, we not only increase the interest in Australia as a smart business events destination, but we also gain the opportunity to learn from global experts attracted to these international conventions held in Australia.”
“While the visitor economy benefits of business events are well known, the true opportunity of the sector yet to be exploited is its impact on the knowledge economy.”
“With 30% of international business events already secured for Australia by convention bureaux through to 2024 being in the medical sector, attracting an estimated 90,000 delegates, imagine the collaboration and innovation that could be achieved for world health. Leveraging these global opportunities to their full potential can also position Australia as a leader in this field.”