Data shows resilient return for Australia’s business events industry
New research from Tourism Australia’s specialist business events unit reveals that the country’s appeal as a sought-after events destination remains high. In fact, the industry is in a stronger position today compared to 12 months ago.
The Business Events Consumer Demand Project (CDP) occurs annually to understand the factors that influence decision-makers when selecting event locations. The project also outlines how Australia is perceived as a business events destination and demonstrates the impact the pandemic has had on the decision-making process.
According to Robin Mack, Tourism Australia’s executive general manager of commercial and business events, the CDP’s 2023 research confirms that both association and incentive sectors are returning to normal, with more than 90% of decision-makers holding 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,” Mack said. “According to those decision-makers surveyed, Australia is the number one incentive destination across 22 attributes, including excellent business facilities, value for money, and safety and security.”
Results show perceptions of Australia have improved overall, and the intent to plan an event in Australia within the next two years has grown. This holds true for both association and incentive decision-makers, who are increasingly drawn to incorporating Australian Indigenous experiences, such as a traditional Welcome to Country Indigenous ceremony or an Indigenous-guided outing. Approximately 85% of survey respondents recognize the interest in an Indigenous experience in a program itinerary.
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