We’ll be back to Australia, organisers tell pollsters

Results from Tourism Australia’s Business Events Consumer Demand Project show association, incentive organisers keen to return once Covid barriers ease

DECISION makers working with association and incentive organisers are optimistic about holding a major business event in Australia once travel restriction ease, according to the results of an international survey.

Tourism Australia has released results from its Business Events Consumer Demand Project (CDP) which indicates that despite the ongoing challenges of Covid -19 the country is still considered a “highly desirable destination” by corporate buyers and associations.

CDP researchers surveyed 163 decision makers from associations and 354 from the incentive sector in 11 of Australia’s key markets to assess some of the latest perceptions of Australia as a business events destination.

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An effective rollout of vaccinations was seen by associations as a primary driver for resuming events.

Tourism Australia says the research findings suggest that organisations are ready to “an event of significance, once travel is unrestricted and events can freely take place”. Despite the Covid slowdown, several organisations will have the funds to book physical events in Australia.

Most respondents indicated that the number of events held post-pandemic will return to the same as previously – or greater – and available budgets will increase.

Some 69 per cent per cent of incentive decision makers said they were likely to visit Australia in the next two years – rising to 82 per cent in the next three years; while 79 per cent of association decision makers were likely to visit Australia for an event in the next two years.

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Robin Mack, Tourism Australia’s executive general manager commercial and business events, said: “By understanding what influences decision makers when choosing a destination for business events we can deliver strategies that capitalise on these factors and ultimately help secure more business for Australia once international travel resumes.

“This research is one of several projects Tourism Australia’s specialist unit, Business Events Australia, is delivering to help support recovery and Australia’s business events industry as it navigates the ongoing challenges of the global Covid-19 pandemic.”

Main picture: Fremantle, near Perth, one of Western Australia’s historic destinations

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