Attracting Business Events to Australia

[Pages:18]Attracting Business Events to Australia

A GUIDE FOR THE AUSTRALIAN BUSINESS EVENTS INDUSTRY

Cover Image: Melbourne, Victoria

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This page: Brisbane, Queensland

Message from the Managing Director of Tourism Australia

The business events sector is a significant contributor to the Australian economy, and one that continues to grow from strength to strength. Recent research conducted by Tourism Australia underlines that we are seen as having not only excellent business events facilities and unique experiences for visitors, but that we are also recognised as having the raw appeal of our natural environment and friendly people to inspire travel to Australia. Australia offers high service levels and excellent infrastructure, and the quality of our accommodation, food and wine provide yet another dimension to the experience to ensure a `wow' factor for any event. Australia also offers the assurance of safety and security and a proven track record in delivering events, no matter their size. Attracting Business Events to Australia - a Guide for the Australian business events industry, provides a clear and concise resource for industry to understand how and when to seek the support of Tourism Australia and Austrade in the three key areas of bidding, marketing and leveraging events. This guide also provides details on minimum criteria requirements and what support may be available to industry. Australia is a place of fresh thinking and innovation, where a can-do attitude prevails. This natural optimism, creativity and unquenchable desire to succeed has seen the Australian business events industry flourish and we look forward to even greater success in the future. As the agency with responsibility for promoting Australia to visitors around the world, Tourism Australia is pleased to be working with Austrade and the industry on this initiative to attract more business events to Australia.

John O'Sullivan Managing Director, Tourism Australia

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The Role of Government Agencies

Tourism Australia and Austrade can support the Australian business events industry to attract, market and leverage even more business events to Australia. Please take the time to read through this section to understand the role of each agency in assisting with this work.

What is the role of Tourism Australia? Originally established as the Australian Tourist Commission in 1967, Tourism Australia is an Australian Government statutory authority formed under the Tourism Australia Act 2004. It is governed by a Board of Directors that reports to the Australian Minister for Trade and Investment. Tourism Australia has a strong reputation for developing innovative tourism marketing campaigns, and has built one of the world's most admired and desirable destination brands.

Tourism Australia's role is to grow demand for both leisure tourism and business events and support the tourism industry to increase visits, dispersal and economic value. These efforts are underpinned by the Australian tourism industry's Tourism 2020 strategy which seeks to grow overnight tourism expenditure to between $115 billion and $140 billion annually by 2020 (up from $70 billion in 2009).

The Tourism 2020 targets are shared by the Australian tourism industry and Australian, state and territory governments in an effort to maximise tourism's economic contribution to the Australian people.

Specifically for Tourism Australia, the Tourism 2020 goal drives its international marketing efforts to attract high yielding leisure and business events customers.

Tourism Australia achieves this by: ?? Staying focused on the target customer in the

markets offering the best opportunities for Australia ?? Delivering initiatives that drive yield and

increased spend ?? Ensuring partnership activities are centred on the

consumer, while delivering value to Tourism Australia and its partners - placing an emphasis on executing projects in an open, collaborative and achievement oriented environment ?? Finding efficiencies to maximise the marketing opportunity for Australian tourism.

What is the role of Tourism Australia's Business Events Australia unit? Tourism Australia's specialist unit, Business Events Australia, delivers partnership marketing and trade programs exclusively in the international business events market, targeting corporate meetings, incentives, exhibitions and association events for Australia. The team is represented in core markets around the world to present the best of Australia to potential clients. Requests for information from Tourism Australia should be directed to the Business Events Australia unit at bea@tourism..

What is the role of Austrade? The Australian Trade Commission (Austrade) is the Australian Government's international trade, education, investment promotion agency and has responsibility for tourism policy and research. It is a vital component in the promotion of the Government's `open for business' message internationally. Austrade contributes to Australia's economic prosperity by helping Australian businesses, education institutions, associations, and governments as they develop international markets, win productive foreign investment, promote international education, and strengthen the Australian tourism industry.

Austrade achieves this by: ?? Generating market information and insight ?? Promoting Australian capabilities ?? Developing policy ?? Making connections through an extensive global

network of contacts ?? Leveraging the badge of government offshore ?? Providing quality advice and services.

For further information on the work of Tourism Australia and Austrade, please visit;

Tourism Australia businessevents

Austrade .au

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Adelaide, South Australia 5

TRADE AND INVESTMENT PRIORITY AREAS 2016-17

Austrade's trade and investment facilitation strategies are focused around the following priority areas. Requests for support will be considered based on alignment with these sectors and available resourcing.

TRADE PRIORITY SECTORS

Food and Agribusiness ?? Premium Australia Food ?? Food Security

Advanced Manufacturing ?? Aerospace GVCs ?? Emerging Marine Hubs & GVCs ?? Automotive OEM & Aftermarket

GVCs

Infrastructure ?? Transport Solutions ?? Future Cities

Resources and Energy ?? METS GVCs ?? Oil & Gas GVCs ?? Renewables

International Health ?? Intelligent Health Solutions ?? Senior Health & Living

Services & Disruptive Technologies ?? Financial Services ?? Leading services, technologies and

innovation across the Division

Please Note: Each Austrade offshore office focuses on specific priority industries (not all industries are covered in each country). Each industry sub-sector also contains specific focus points. Requests will be considered based on available resourcing and alignment with industry/market priorities.

Inward Investment Priority Sectors

The Australian Government welcomes foreign investment, and Austrade works to inform investors about growth opportunities in five priority sectors which play to our strengths, jointly agreed by Australian and state and territory governments.

?? Agribusiness and Food ?? Resources and Energy ?? Major Infrastructure

?? Advanced Manufacturing, Services and Technology

?? Tourism Infrastructure.

For more information visit: .au

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Canberra, Australian Capital Territory 7

BIDDING FOR

AN EVENT

When bidding to host a business event in Australia, Tourism Australia and Austrade can support the Australian industry in a number of ways. These might include a letter of support for inclusion in the event bid pack, or advocacy on behalf of an event bid in markets where a Trade Commissioner and/or Tourism Australia representative is co-located with the event organising committee.

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POTENTIAL ASSISTANCE

RESPONSIBILITY NEXT STEPS

Support for the bid, as appropriate, from the Minister for Trade and Investment or relevant government representative. Can include letters or other support messages relevant to the bid

Austrade

Support request form

Information to support the event bid, in order to assist with strategic planning. May include details of Australia's trade relations, key dates of upcoming activity, and information on trade sector performance, cultural or economic considerations

Austrade

Visit the Austrade website .au

Austrade staff in-region can assist with further information if required

Introductions to relevant Tourism Australia staff who may provide assistance with the in-market bid process for supported events

Tourism Australia

Support request form

Access to business events and Australian trade related promotional material, research, statistics and assets which will assist the bid

Tourism Australia and Austrade

Visit the following websites for assets and collateral: businessevents images. video. .au ibrand. .au

Assistance to identify key decision makers and or influencers who can potentially be approached to deliver advocacy for events

Tourism Australia

Support request form

Representation at in-market event bid presentations where an Ambassador or Trade Commissioner is co-located with the event organising committee

Department of Foreign Affairs and Trade (DFAT) and Austrade

Support request form

Information on visas and application process

Please note, Austrade and Tourism Australia are not responsible for visas to Australia. Event organisers may need to issue visa invite letters for some delegates. Please visit .au for further information on visas

Department of Immigration and Border Protection

Visit .au

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