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Australia’s business events industry buoyed by growing European optimism

May 21, 2014 Tourist Boards No Comments Email Email

Australia’s focus on the United Kingdom and Europe has been reaffirmed with one of its strongest representations at IMEX Frankfurt, buoyed by indications the region’s business confidence is beginning to show signs of recovery.

For the first time since 2010, the latest Global Business Travel Association (GBTA) report confirms that five of the major business travel markets, the UK, France, Germany, Italy and Spain, will increase their business travel spending – a key indicator that the market is on the rise.

A 14-strong delegation representing Australia’s business events industry are joining Tourism Australia at IMEX Frankfurt to showcase the very best Australia has to offer in the conference, incentive and association markets.

This year, Australia will play host to some of the largest incentive events from industries including health, pharmaceutical and insurance, and a number of significant group incentive bookings are confirmed for 2015 and beyond.

According to recent research commissioned by Tourism Australia, Australia’s global reputation as a place to do business is an increasingly important factor when choosing it as a business events destination.

Australia also performed strongly against other destinations on critical factors such as safety and security, as well as the quality of business event facilities, accommodation and local cuisine.

“Exceptional experiences, destinations and world-class food and wine are just a few of the main reasons Australia consistently ranks as a preferred business events destination,” said Penny Lion, General Manager Business Events Australia.

“We are continually investing in our world-class business events capabilities to uphold our reputation for excellence, and we are proud to showcase some of the very best Australia has to offer at IMEX Frankfurt.”

“The UK and Europe have traditionally been strong markets for Australia’s business events sector, so it is pleasing to see the region’s key confidence indicators starting to improve,” continued Ms Lion.

Of the 14 Australian business events industry partners joining Tourism Australia at IMEX Frankfurt there are eight destinations from across Australia, including Sydney, Melbourne, Brisbane, Perth, Cairns, Adelaide, the Northern Territory and the Gold Coast all of which represent an impressive range of products, services and experiences available in Australia.

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