. Business Events Australia launches recovery campaign | Meetings & Conventions Asia

Business Events Australia launches recovery campaign

New push for event planners to take their meetings "somewhere new and inspiring" on home soil.

Calls to "event here this year" continue as international borders remain closed.
Calls to "event here this year" continue as international borders remain closed. Photo Credit:Business Events Australia

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 economy". 

“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.