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Tourism Australia brings the best of Australian business events to the world at IMEX Frankfurt

April 20, 2016 Trade Events No Comments Email Email

Australian business events industry partners will today join Tourism Australia on the Australia stand at IMEX Frankfurt, showcasing the latest developments in incentive and association offerings from across the country. Providing even more opportunities to showcase Australia, Tourism Australia is also sponsoring the media centre and the Associations Day program at IMEX Frankfurt.

Commenting on the importance of business events to the visitor economy, the Minister for Tourism and International Education, Senator Richard Colbeck said, “International business events contributed over $3.8 billion in visitor expenditure and over 800,000 visitors in 2015. Business events also generate closer people-to-people links and drive our knowledge economy”.

This year, 18 Australian business events products and destinations (up from 15 at IMEX 2015), with 30 delegates in total, will give buyers an excellent opportunity to discover why there’s nothing like Australia for business events. The Tourism Australia team will be conducting business appointments as well as group training sessions and networking opportunities on the stand.

“Tourism Australia hosts the Australia stand at IMEX Frankfurt because it provides the platform for Australian industry to meet qualified buyers, do business and network,” said Penny Lion, General Manager Business Events Australia. “It’s great for Australia that we’re joined on the stand by such a high calibre of stand partners, as buyers are always looking for new ideas and information”.

Four Points by Sheraton Sydney, Ovation Australia, and Shangri-La Hotel Sydney are all new exhibitors on the Australia stand, adding even more for buyers to discover.

In order to bring association buyers at IMEX Frankfurt all the latest news on Australian innovation and innovators, Tourism Australia has also developed a new, bi-annual publication, “Australia Innovates”, which features selected content originally created by Austrade.

“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 Ms Lion.

“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.

“There is so much happening in Australia right now and visitors to our stand at IMEX Frankfurt will benefit from the wealth of business events knowledge and experience being shared. We can’t wait to help buyers discover why Australia should be their next event destination,” said Ms. Lion.

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