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1 March, 2010
A three-year joint initiative to increase the number and size of international association conventions being held in Australia is being launched by Tourism Australia, the Australian Association of Convention Bureaux (AACB Inc) and major convention centres across the country.
The Team Australian Associations Project was unveiled today at AIME by joint chairs of the Project Committee, Chief Executive of the Canberra Convention Bureau Robyn Hendry and the Head of Business Events Australia Joyce DiMascio, in the first of series of industry briefings.
Ms DiMascio said the Team Australia Associations Project is a shift in strategy for Tourism
Australia
to directly address the increasingly competitive market for association events.
“Almost $2 million is being invested over three years by the project partners to raise global awareness of what
Australia
has to offer as a business events destination,” Ms DiMascio said.
“A targeted marketing and communications strategy will be developed and delivered under the Business Events
Australia
brand with a focus on developing new business in emerging Asia Pacific markets.
“This joint project will bring more diversity into Tourism
Australia
’s business events marketing portfolio, increasing
Australia
’s resilience as a business events destination to combat the impact of changing global economic conditions.”
Ms Hendry said the Project brings the Federal Government and traditionally competitive state-based convention bureaux and centres together for the first time to highlight what
Australia
has to offer and the support available for event organisers.
“
Australia
has much to offer as a business events destination with world-class infrastructure, a solid track record, strong CSR credentials, a safe and appealing destination and world leadership in technological, medical and scientific achievements,” Ms Hendry said.
“And now for the first time we will have a united brand through which we can also support local bids for major events and undertake delegate boosting activities once events are secured.”
Ms Hendry said International Congress and Convention Association (ICCA) data values the global association events market in excess of $12 billion1 with around 7,500 meetings held each year. The Team Australia Associations Project will target those meetings, as well as the development of Asia Pacific regional meetings in the sectors most relevant to
Australia
’s existing expertise and future growth.
“While the number of international association meetings held in
Australia
has grown over the past decade, our market share has fallen as other countries have focused on the development of this market and now is the time to take a more united and strategic approach,” Ms Hendry said.
“International conferences not only bring economic benefits through the high yield tourism spend of international delegates, they also highlight
Australia
’s position on the world stage, delivering world’s best practice to
Australia
in terms of knowledge transfer, global networking and trade.”
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