Australia’s natural environments, friendly citizens, and appealing climate are often top considerations for business event planners. Photo Credit: Adobe Stock/DisobeyArt
Safety and security are the most important considerations for event planners when organising an incentive or conference.
This is according to Business Events Australia’s Consumer Demand Project, which surveyed 160 associations and 499 corporate decision makers from the incentive sector in 14 of Australia’s key markets, to better understand the business events industry and the perception of Australia as a business events destination.
The top consideration for both incentive buyers and associations is safety and security, with value for money, a good range of accommodation options, good food/wine and beverages, and excellent business event facilities making up incentive buyers’ top five considerations. For associations, after safety and security, excellent business event facilities, good infrastructure, strong presence of industry sector and a destination that is easy to get to are seen as important.
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The demand for business events also remains strong. Research indicates that whilst the number of events is likely to remain similar over the coming years, the number of attendees and budget for each event is expected to increase.
The findings also show that sustainability credentials and practices are becoming increasingly important when it comes to destination choice. Of those association decision makers surveyed, 22% indicate sustainability credentials are a must-have when considering destinations and suppliers for events, compared to 42% of incentive decision makers.
Those surveyed also identify three attributes for Australia as an event destination: world-class beauty and natural environments, friendly and open citizens and local hospitality; and appealing climate or weather. Furthermore, association decision makers also ranked Australia as a number one destination across 17 attributes – including two of the most important factors that influence decision makers when choosing a destination for an association event: safety and security and good infrastructure.
Robin Mack, Tourism Australia’s executive general manager of commercial & Business Events Australia said: “Our latest research demonstrates a positive outlook for the Australian business events landscape – we encourage our industry to capitalise on the strong awareness globally and drive conversion through strengthening business events decision makers’ understanding of Australia’s unique offering.“