Australian indigenous experiences hold increasing appeal for both association and incentive decision makers. Photo Credit: Melbourne Convention and Exhibition Centre
The latest research undertaken by Tourism Australia’s specialist
business events unit shows the business events industry is in a stronger
position compared to a year ago and Australia’s appeal as an events
destination remains high.
The research surveyed 160 associations (in North America, UK and
Europe) and 402 corporate decision makers from the incentive sector (in
10 of Australia’s key markets) between May and June 2023.
The 2023 Business Events Consumer Demand Project (CDP) is conducted
annually to understand the factors influencing association and incentive
decision makers when choosing a destination for events.
Tourism Australia Executive GM of Commercial and Business Events
Australia, Robin Mack, said the research shows both association and
incentive sectors are returning to normal, with more than 90% of
decision makers running events in the last year, a 32% increase from
2022.
“It’s encouraging to see the international business events sector is
in a stronger position compared to 12 months ago, with decision makers
feeling increasingly confident in running events internationally,” Mr
Mack said.
“In the short term, global uncertainty and key financial factors are
the biggest influences on decision makers’ confidence, but this hasn’t
impacted future budgets, with 90% of decision makers indicating they
will retain or increase their budget compared to pre-COVID times.”
Australia is the number one incentive destination across 22
attributes, including excellent business facilities, value for money,
and safety and security, according to the survey.
For association decision makers, perceptions of Australia have
improved in many areas, and intent to plan an event in Australia within
the next two years has increased.
“With the outlook for the association sector looking positive, there
is an opportunity for Australia to capitalise on this sentiment and
drive conversion through increasing familiarity of Australia’s
offering,” Mr Mack said.
Australian indigenous experiences hold increasing appeal for both
association and incentive decision makers. Association decision makers
are drawn to incorporating an indigenous-guided experience or a
traditional Welcome to Country Indigenous ceremony, while 85% recognise
the appeal of an Indigenous experience in a program itinerary.