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1 March 2010

Tourism Australia will have a bigger presence at AIME this year as it looks to market Australia ’s business events capabilities and assist in returning the sector to growth in 2010.

The expanded presence at AIME includes double the floor space for the Business Events Australia stand, including additional stand partners, and a new Leaders’ Forum.

Tourism Australia ’s Managing Director, Andrew McEvoy said following a tough 2009, the focus for this year would be on marketing Australia ’s business events sector to reverse the declines in business.

“We knew last year was going to be tough but we kept up Australia ’s business events marketing activities internationally at a time when many other destinations pulled back,” Mr McEvoy said.

“While this has helped to give Australia a bit of an advantage this year as business starts to recover we have also put in place additional activities with our industry partners to boost our marketing effort internationally.

“Additional activities include $2 million in recovery campaigns and a new $1.8 million three year partnership to raise Australia ’s profile as a destination for international association meetings.

“These activities, combined with our ongoing Business Events marketing program, will help to further boost Australia ’s profile in the highly competitive business environment this year,” he said.

Tourism Australia ’s Head of Business Events, Joyce DiMascio said AIME was an important event for reaching some of Australia ’s key clients from across the world.

“Our relationships with our clients from around the world are vital to building business for Australia and AIME provides an important platform for telling the world what Australia has to offer as a business events destination,” Ms DiMascio said.

“This year we are looking to further consolidate these relationships to secure further business for Australia through a comprehensive program of activities in the UK/Europe, USA , NZ, Japan and the 11 major markets across Asia .”

Joining the Business Events Australia stand this year are ID Australia, ENCORE, Delaware North Parks and Resorts and Baillie Lodges.

Tourism Australia ’s next major international business events trade activity will be TABEE 2010, which is to be held at The Westin Beijing Chaoyang in Beijing , China , from 15 - 17 March 2010. TABEE is Tourism Australia ’s largest trade event for the business events sector in Asia and provides a platform for Australian incentive businesses to meet with corporate buyers, incentive travel agents, VIPs and media from 11 key markets across Asia . TABEE offers the opportunity to establish strong relationships and consistent messages with the Asian markets.