Tourism Australia is actively promoting Australia as a top destination for business events. The organization launched the latest edition of Australia Next magazine in June, featuring insights from industry experts and showcasing Australia’s diverse offerings. The magazine targets incentive business event planners and is distributed in South-South East Asia, New Zealand, the United Kingdom, and North America.
Earlier this month, Baillie Lodges hosted a fam trip for New Zealand incentive event planners, highlighting the luxury properties of Southern Ocean Lodge on Kangaroo Island and The Louise in the Barossa Valley. This initiative, supported by Tourism Australia’s Advance Program, showcased Australia’s unique and compelling event experiences.
In June, the Society of Incentive Travel Executives (SITE) International Board of Directors (IBOD) and global Senior Leadership Team visited Sydney for their mid-year board meeting. Co-hosting an industry forum with the SITE Australia & New Zealand chapter, the event provided a platform for Tourism Australia to showcase Australia’s incentive offerings to senior buyers from North America and Ireland.
Tourism Australia also participated in the China BT MICE Expo in Beijing in May, showcasing Australia as a desirable destination for business events. The team engaged with 30 MICE agencies, participated in panel discussions, and generated five business leads. They also hosted a Best Partner Program in Beijing, generating an additional five business leads with group sizes ranging from 100 to 1,000 people.
Tourism Australia, along with eight convention bureaux and Singapore Airlines, held their 10th Business Events Australia Seminar in Beijing. Attended by over 80 buyers, the seminar provided an update on destination offerings and generated nine business leads with group sizes from 100 to 300 people.
Tourism Australia sponsored the Outstanding Contribution Award at the Meetings & Events Australia’s (MEA) National Awards, recognizing Ian Whitworth, co-founder of Scene Change, for his significant contributions to the industry.
