Home' micenet eMag : micenet October November 2015 Contents BEA UPDATE | PENNY LION
ith our managing director
John O’Sullivan in play now
for close to 18 months,
and with a very strong
commercial background, we have talked a lot
about the competitive world of business
This has led to an examination of how we
at BEA can ramp up our activity and how we
can make more of a difference to the
Australian industry. When we looked at that it
boiled down to the fact that we were doing a
lot of activity in many different markets. We
realised we were spread quite thin on what
we were doing and it wasn’t creating the best
return on investment for Australia.
There are some countries whose people
come to Australia and do business events
without us having to do much in comparison
to other countries. So what we have done is
re-looked at where the overseas markets are
that are going to continue to offer us
opportunities and how we can leverage what
we do in these markets. These include:
• New Zealand, particularly for incentives –
there’s a lot of work for us to do there.
• United States – we realise there are two
main sectors that we can focus on, and
definitely the incentive market is one of
them. There’s some really great DMCs in
Australia that are doing such good work
converting business out of the US. We see
An internal examination of its activity has Business Events Australia
refocusing, explains head Penny Lion.
our role as being of more assistance to them. We have a dedicated resource there working in
this market, working out of LA. At the same time in the US we also realise that there’s a body
of work that TA can be doing to increase awareness of what Australia is doing in the
association sector. And we know that the American marketplace is doing a tremendous
number of meetings and they are starting to look further afield than just North America. There
are incredible opportunities for Australia and our geographical position because many
US-based associations are looking at increase delegate attendance out of Asia. We’ve
started a dedicated strategy to target the association conference decision makers in
partnership with our convention bureau, centres and PCOs to look at how we can inspire and
inform them of Australia’s strengths, particularly around our knowledge economy, and our
large number of infrastructure developments. To achieve this we have one dedicated person
based in Boston to look after the association market.
• China continues to grow and we have two full-time business event members based there.
Again their job is to increase awareness of Australia and help convert more business in
partnership with our Australian industry partners who are working in that market. That’s
already seeing success with, for example, the Amway China win. Direct selling [from China]
continues to be a tremendous industry sector there. We’re also looking at how we can boost
delegates out of China, which is another shift in strategy for us.
• In the UK we’ve shifted our strategy. The incentive market out of the UK and Europe is a
particularly mature one and they don’t often need a national tourism organisation to help
them remain informed about what can be done across the world; they’ll go directly to industry
to do that. And so while we will still market Australia as we do, our strong focus there, with a
dedicated team member, is to build on the association strategy and support the Australian
industry on building awareness of Australia’s capabilities in the association sector space.
• In south east Asia we are continuing our distribution strategy of helping industry in those
markets choose Australia.
Obviously, Dreamtime covers all markets and we’re so excited to be doing Dreamtime once
again, being held in Adelaide in December, with educationals around the country as part of that.
Dreamtime is still our incentive focused event held every two years.
We know Australia is highly aspirational but we need to keep having our target audience
come to Australia and experience what we offer first hand, and Dreamtime does this effectively,
and will continue to be a key focus for us. m
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