With November marking the month international travel finally returns for
Australia, Robin Mack, the new head of Business Events Australia
anticipates 2022 will be a big year for the local industry.
what he terms “the pause” to travel because of the pandemic, Tourism
Australia and its business events unit have been working to keep
Australia top of mind and maintain engagement with customers abroad.
And Robin Mack believes these efforts are set to pay off.
“As markets open again we will increase our focus on conversion,
driving activity to capitalise on short to mid-term business as well as
position Australia for long term growth,” he said.
He is encouraged that business leads from key international markets for 2022 and beyond are high.
“This is reflected in our international research, which indicates
that 79% of association decision makers claim they are likely to visit
Australia for an event in the next two years, while 69% of incentive
decision makers claim they are likely to visit Australia in the next two
years — rising to 82% in the next three years.
“It’s great to see such high intention to travel to Australia and the
potential opportunities when international events are able to resume.”
To encourage international business events further, Business Events
Australia offers a range of resources for planners including its
Business Events Bid Fund Program which provides funding for event costs
in Australia. It is designed to convert business in situations where
Australia is bidding against international competitors for the right to
host a business event.
“Submissions are assessed against mandatory criteria including
supporting international incentive events that attract 700 international
visitors and/or bring an economic value of more than AUD$3 million
(US$2.17 million) to Australia,” said Mack.
“In addition, we have a range of resources available on the Business
Events Australia website to assist business events planners, including a
dedicated page on the latest meeting and event guidelines across
Australia. Updated regularly, this page provides planners with
information on the current restrictions for travel to Australia as well
as useful links to assist them with planning.”
Business Events Australia also has a “toolkit” on its website that
includes imagery and videos that can be downloaded free of charge and
can be used for event bids, pitch presentations and for use on social
Events from Asia a key priority
As expected, meetings and incentives from Asia are a high priority
for Australia, and Mack is confident once travel confidence returns the
country will see strong business from this part of the world.
“As markets begin to open, like Singapore, we will deliver a targeted
PR, content and marketing push to drive awareness that Australia is
ready to welcome back business events, and a familarisation programme to
bring qualified business events planners and media out to Australia to
experience our offering first-hand when the time is right,” he said.
“Australia’s handling of the pandemic has been seen as relatively
successful. If you combine this with direct flight access, an increased
flight capacity from Singapore from late November onwards, an industry
that has been successfully delivering Covid-safe events throughout the
pandemic, wide open spaces and unique experiences — many outdoors and
within nature — Australia offers business events planners a low-risk
destination that exceeds expectations.”