Business Events Australia (BEA), has renewed the call to "event here this year", in a campaign focused on promoting the value of face-to-face
events and promoting unique spaces on home soil.
The domestic campaign was rolled out amid ongoing border closures, and as
Victoria was plunged into a snap five-day lockdown. Due to end today (17
February) the "circuit breaker" lockdown mirrors the rules set last
August, where gatherings are strictly prohibited.
Tourism Australia managing director Phillipa Harrison said the
marketing push, first launched in the wake of the 2019/20 summer
bushfires, will provide support to a "critical part of our visitor
“We want event planners and key decision makers to have confidence to
plan and book an event in Australia this year. Boosting spending in
cities and regional communities through events will help kickstart a
positive economic cycle by offsetting the losses suffered by many
businesses during the pandemic," she said.
Business events directly contributed AU$35.7 billion (US$27.8
billion) to the Australian economy in financial year 2019-2020 and
employed 229,000 people. According to the Business Events Council of
Australia, Covid-19 led to the cancellation or postponement of 96% of
business events in 2020.
Harrison added: “Our aim is to not only boost demand across the
sector but also address some of the local knowledge gaps about
Australia’s business events offering among event planners, national
associations and corporate decision makers, by shining a spotlight on
our incredible destinations, products and experiences.”
As part of the nation-wide initiative, Tourism Australia is also
encouraging the industry to adopt the campaign in their own event
marketing, and has provided a downloadable toolkit online.