by Li Jackson, Exhibit City News
In a recent study conducted by Tourism Australia’s specialized business events unit, the outlook for Australia’s business events industry appears significantly brighter compared to the preceding year. Furthermore, Australia’s allure as a prime destination for events continues to shine.
The research, which spanned May and June 2023, surveyed 160 associations primarily from North America, the UK, and Europe. Additionally, it included 402 corporate decision-makers from the incentive sector representing ten of Australia’s key markets. The annual project, known as the 2023 Business Events Consumer Demand Project (CDP), is aimed at comprehending the determinants guiding association and incentive decision-makers in choosing event destinations.
Robin Mack, the Executive GM of Commercial and Business Events Australia at Tourism Australia, emphasized the positive outcomes of the research. Mack revealed that the study indicates both association and incentive sectors are steadily regaining their pre-pandemic footing. A notable revelation is that more than 90% of decision-makers have hosted events in the past year, marking a significant 32% increase from the previous year.
Mack expressed his optimism, stating, “It’s encouraging to see the international business events sector in a stronger position compared to 12 months ago, with decision-makers feeling increasingly confident in running events internationally.” Despite ongoing global uncertainties and key financial concerns affecting decision-makers’ confidence in the short term, the study found that this hasn’t hampered future budget planning. Remarkably, 90% of decision-makers intend to maintain or increase their budgets compared to pre-COVID times.
The survey also identified Australia as the top incentive destination across 22 attributes, including its exceptional business facilities, cost-effectiveness, and robust safety and security measures.
For association decision-makers, Australia’s image has experienced a notable boost in various aspects, with increased intent to plan events in the country over the next two years. Mack suggested that with a positive outlook for the association sector, Australia has a golden opportunity to leverage this sentiment by enhancing awareness of its offerings.
One intriguing aspect that has garnered increased interest from both association and incentive decision-makers is Australian Indigenous experiences. These experiences, characterized by indigenous-guided tours and traditional Welcome to Country Indigenous ceremonies, are gaining popularity. For association decision-makers, there is a growing desire to incorporate such indigenous experiences into their events. An overwhelming 85% of respondents acknowledged the appeal of including Indigenous experiences in their program itineraries.
In conclusion, the latest research from Tourism Australia’s business events unit paints a promising picture for Australia’s business events industry in 2023. Decision-makers are displaying a renewed confidence in international events, and Australia’s status as a premier destination is stronger than ever. As the industry continues to recover and grow, the incorporation of Indigenous experiences adds a unique and culturally rich dimension to the allure of hosting events in Australia. With an optimistic outlook and a reputation for excellence, Australia remains at the forefront of the global business events stage.
Source: Meetings & Conventions, Asia
Featured Convention center photo: Wikipedia
