1. INTERNATIONAL MARKETING
Australia’s Convention Bureaux recognise their collective responsibility to promote Australia as a premier international business events destination. To achieve this in a seamless and united approach, we rely on the partnership with Tourism Australia and industry.
Given that the economic gains of international business events are widely diffused, direct support from government is required and justified at the state and national level.
2. INDENTIFY COMPARATIVE ADVANTAGE
Close collaboration is required to develop the strongest business case for business event bids in alignment with Government strategies, and to maximise the nation’s advantages relative to competitors, including Asia.
In partnership with Government, Australia’s convention bureaux can focus sales research on identifying, bidding for and hosting international business events in the priority sectors of manufacturing innovation, advanced services, international education and research, agriculture and mining exports.
3. MAXIMISE OPPORTUNITIES
The Federal Government benefits from international business events when trade and investment opportunities are leveraged to best effect. A successful partnership with Australia’s convention bureaux will see increased bid wins targeting the nation’s priority industries within the 5-pillar economy.
Business events are unique in that they are the only tourism sector that provides a vision of confirmed future business. Harnessing this knowledge would allow Government to plan access to key investment and decision makers, provide relevant Ministers with a platform to promote Australia as ‘open for business’, and increase visa processing efficiencies.
AACB’s forward calendar of pending and confirmed business, shared with government departments and agencies, will supply market intelligence to maximise the beyond tourism benefits of international business events to be hosted in Australia.
4. RETURN ON INVESTMENT
There is a need to reach agreement on the consistent measurement of outcomes. Beyond the currently evaluated economic impacts, there are far-reaching long-term benefits that help to increase innovation and productivity in Australia. These need to be recognised and consistently measured.
FROM DELOITTE ACCESS ECONOMICS:
“Maintaining and enhancing Australia’s position as a leading business events destination will require increasing focus and effort from both industry and government.”
“Australia’s proximity to a growing Asian economy provides the Australian business events sector with a major strategic advantage, positioning it to serve as a gateway for Australian industries to access Asian markets, cultivate relationships with Asian business partners and drive industry growth in the region."
“International business events are highly effective vehicles for driving industry growth in Australia – an opportunity not yet fully realised.”