Home' micenet eMag : micenet AUSTRALIA December 2014 January 2015 Contents Some of Australia’s larger convention bureaux love talking
about international meetings wins.
And, while there is no argument that winning
international meetings and events are important, not only for the
economy, but for the potential they have in showcasing
Australian expertise in specific fields of endeavour, what many
probably don’t know is that domestic meetings and events
make up the majority of revenue for many Australia cities, states
A snapshot around the country finds that domestic business
events secured by the Melbourne Convention Bureau in 2013/4
accounted for 46 per cent of business, 30 per cent of total
delegate numbers and 19 per cent of total economic
contribution. It must be remembered that these are events that
the Melbourne Convention Bureau is directly involved in
securing. micenet AUSTRALIA believes there are many more
domestic meetings held in Melbourne that are organised outside
the realm of the bureau.
In Perth the figure sits at around 50 per cent of all meetings
secured by the convention bureau coming from the domestic
market. This figure, according to the Perth Convention Bureau
excludes local and intrastate meetings.
The Adelaide Convention Bureau’s Damien Kitto says the
domestic meetings market represents around 75 per cent of
business secured by the bureau each year.
“Key markets include Melbourne, Sydney and Canberra,” Kitto
“In particular, there is a strong flow of financial and medical
association conferences over the next few years that will deliver
strongly for the South Australian visitor economy.”
Head north to the Gold Coast and that region’s bureau says
84 per cent of all meetings held in 2013/4 were domestic based.
International meetings, while accounting for 16 per cent of all
meetings held on the Gold Coast, account for around 19 per
cent of revenue.
Look local, think global
Head of the Exhibition & Event Association of Australia (EEAA),
Joyce DiMascio, believes convention bureaux should be looking
at locally-grown exhibitions and conferences with a view to
“internationalising” these events to a global audience.
She believes that all types of business events – local, national
and international – are important to a city or region, however,
feels that there may be opportunities being missed because
much of the larger bureaux focus on securing conventions run
by international bodies.
“Sometimes we get caught up with this notion that the
international event is worth more and we don’t take into account
how long it takes to win the event,” she says.
“To secure an international meeting it can take you 10 years to
actually win it. It’s a great event when it is held, it is good for the
economy in financial terms, and then, in the majority of cases,
we will never see that event again.
“What I am saying is why not look at some national meetings
that have the potential to be turned into an Asia Pacific or
international meeting? There is a very real opportunity for us to
leverage our Asia Pacific geopolitical location by expanding on
these events that already exist.
“There are also many national meetings that have the potential
to attract a higher number of international participants. If
Australia’s national water body, for example, is having its annual
gathering, look at that event and think about inviting our near
neighbours to attend.”
Ms DiMascio believes many local exhibitions are also ripe for
“We already have some outstanding exhibitions that can be
further internationalised. Fine Food is an example where there is
already a significant number of buyers and exhibitors attending
from around the world.
“Let’s identify these exhibitions, these national and corporate
meetings that have the opportunity to become more international.”
Ms DiMascio says there are already numerous events that are
attracting incremental visitation from outside the state where
they are being held. These include:
• Australian Auto Aftermarket Expo – 34 per cent of participants
attended from outside NSW.
• Australian Fitness & Health Expo – seven per cent (2000
people) attended from outside of NSW.
• Australian International Furniture Fair – nine per cent (645
people) attended from outside NSW.
• ENTECH – 22 per cent (1000 people) attended from outside
• Australasian Waste & Recycling Expo – 30 per cent attended
from outside Victoria
• Australasian Oil & Gas Exhibition and Conference – 12 .5 per
cent attended from outside WA
“We do need to bid for and secure international meetings,
however, competition is getting tougher in this area. We should
therefore be thinking about events that already exist and how we
can internationalise these to a wider audience.” m
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There is always
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Domestic events key to growth
Greater international competition for meetings could see local
convention bureaux focusing more on domestic business in the
future. BY BRAD FOSTER AND LAUREN ARENA
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