Home' micenet eMag : micenet December 2018 Contents G
eneral manager of the
business events team within
Brisbane Marketing, Juliet
Alabaster, wasn’t even born
when the Brisbane Visitors and Convention
Bureau was established.
She was, however, around when the city
took off as a destination in its own right when
it played host to World Expo 88.
But it wasn’t until a few years later – 1995
that it really hit its straps for business events
when the Brisbane Convention & Exhibition
Centre officially opened for business.
Today business events is a significant
driver of the Brisbane economy, generating
more than $257 million per annum in
And, as Ms Alabaster explains, the
Brisbane Marketing Business Events team
plays a significant role in that, recording its
best year ever in terms of bid wins in 2017/8.
“Back in 1978 we didn’t have a lot of
infrastructure in Brisbane. Expo paved the way
for the Southbank parklands area which has
now evolved into a thriving cultural, entertainment
and dining hub,” Ms Alabaster explains.
“When the convention centre was built in
1995 that really accelerated our ability to
attract national and international conferences,
particularly of scale.
In the last decade at Brisbane Marketing,
Ms Alabaster says she has seen a major shift
and greater sophistication of the bidding
Queensland’s capital is celebrating 40 years since the Brisbane
Visitors and Convention Bureau was established, with plenty to crow
about since that auspicious day in 1978.
BRISBANE’S BUSINESS EVENTS TEAM
process and working far closer with industry sectors and local hosts and really leveraging
Brisbane’s expertise in a variety of disciplines and converting those into bringing more business
events to the city.
“W ithin the last financial year we won bids totalling $96 million.”
And thanks to hosting Tourism Australia’s Dreamtime event in 2017, there is also growth in
the incentive sector.
“What’s been fantastic is that we did Dreamtime, we got rave reviews and we’ve been able to
continue the momentum in talking to attendees by being able to showcase all the new infrastructure
that we have had come on line since then: the W Brisbane, Novotel Southbank, Adina
Apartments, Emporium Hotel, The Calile, The Westin, and then of course Howard Smith Wharves.
“We’re working on some leads out of the UK at the moment [from Dreamtime] and we’re
really working hard on China and a few others in South East Asia. We have some bids on the
table at the moment.”
The other big event that really helped to put Brisbane on the international stage was the G20
Leaders Summit in 2014 attended by world leaders including then US President Barack Obama.
“The event was incident free and there was excellent feedback on the centre and how the city
as a whole worked together to achieve such a great outcome. G20 was definitely another big
milestone in our evolution.”
The business events team has also been working hard to create closer ties with specialist
academics and leaders in different industry sectors, and in the last 12 months has had great
success with the Lord Mayor Convention Trailblazer Grants in which recipients can receive up to
$5000 to attend an international conference with a view to bringing the conference to Brisbane
at a later date.
“What’s been fantastic about that is not only being able to assist people to get overseas to
specialist conferences but we can really see the benefit to their careers as well as the industry
here in Brisbane from attending a conference to bidding for it.”
General manager of the Brisbane Convention & Exhibition Centre, Bob O’Keeffe, said
Brisbane Marketing had played an integral role in furthering the reputation of Brisbane as a
leading international business events destination and partnering with the BCEC in attracting
major high profile conferences to Brisbane and Queensland.
“W ith Brisbane on a fast trajectory of infrastructure development and with increased
competition both within Australia and internationally, we look forward to continuing our strong
and collaborative partnership to help secure major conferences into the future,” he said. m
12 | micenet
NEWS | BRAD FOSTER
Links Archive micenet October 2018 Navigation Previous Page Next Page