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US a key focus for the Australian business events industry

October 16, 2013 MICE No Comments Email Email

The Australia business events industry has responded to the return of the US market with a strong representation joining Tourism Australia at IMEX America, the Worldwide Exhibition for Incentive Travel, Meetings and Events, in Las Vegas from 15 to 17 October 2013.

The US represents the second largest in-bound arrivals to Australia (year ending August 2013) with the International Visitor Survey (IVS) results indicating total spend from the US has increased by seven percent (compared to the previous year) and is worth $361 million to the Australian economy.  The Australian business events industry has responded with an increase in destination management companies (DMC) focusing on the US market, five of which will be represented at IMEX America.

IMEX America will provide the opportunity for the Australian business events industry to showcase the country’s latest developments in meetings, incentives, conferences and corporate events. Highlighting Australia’s unique experiences and world-class destinations will be key focus for the delegation, which include Conde Nast’s Best Resort in the World winner, qualia at Hamilton Island.

“Incentive trips and corporate meetings have distinct needs that influence the choice of a destination. Australia is well placed to deliver in both respects,” said Penny Lion, Head of Business Events Australia – the specialist business events marketing arm of Tourism Australia.

“Australia’s core strengths as an international business destination include an amazing variety of resorts, hotels and venues such as the Great Barrier Reef, Sydney Harbour and the outback.

“Added to this are innovative team building and creative events via once-in-a-lifetime experiences that delegates will never forget, such as climbing 439 feet above sea level to the top of the Sydney Harbour Bridge, or a sunrise walk around Ulu­ru (Ayres Rock)  led by an indigenous guide.

“Furthermore, Australia is becoming recognised as a well-known food and wine destination, ranked by US visitors as the top food and wine destination among 15 major markets in a recent survey. Australia offers unique cuisine distinct to each region, which can be tailored to the theme of the event.

“Whether it’s catching and cooking your own seafood in Tasmania, a wine blending demonstration  in South Australia, a coffee art activity and tasting amongst Melbourne’s famous laneways, or sampling bush tucker in outback Northern Territory to fine dining in Sydney – business events delegates from the US will be spoilt for choice in Australia.

“And it’s Australia’s unique characteristics of its people, place and produce that makes its food and wine culture different to the rest of the world.

“Combined with significant upgrades from a number of major event venues across Australia, it is easy to enhance team cohesion and increase employee or member loyalty places Australia in a strong position for working with the United States,” said Ms Lion.

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