Home' micenet eMag : micenet AUSTRALIA April 2014 Contents Conducted by BDA Marketing Planning for Tourism
Australia, the research provides specific findings into the
perception of Australia for business events. It involved
interviews with 550 senior corporate decision makers in 10
markets: New Zealand, India, Indonesia, Singapore, Malaysia,
South Korea, United Kingdom, North America, Greater China
Tourism Australia acting managing director, Frances-Anne
Keeler, said Australia rates very highly in all 10 markets, due
largely to competitive advantages such as its natural
environment, high quality venues and a proven track record in
hosting exceptional business events.
“Australia is investing more than ever in its business events
and incentive offerings, with a robust strategy and an extended
global trade and marketing program,” Ms Keeler said.
“We are listening to key decision makers, and identifying
opportunities to build on our already solid reputation for
The research determined that Australia rates extremely strongly
from a BE perspective in all 10 key markets, and for those who
have visited, Australia delivered strongly.
• Factors most important when selecting a BE destination were
identified as safety and security, excellent business event
facilities, a range of quality accommodation, travel costs
associated with the destination, and good food, wine, local
cuisine and produce. (Safety topped the list in half the markets).
• Australia’s strong appeal was highest in Indonesia, China and
India, with the intention to hold a business event in Australia
easily strongest in India. The UK had the lowest intention
followed by South Korea.
• Australia rated #2 (27 per cent) for consideration as a
business event destination in the next four years by survey
respondents, with USA #1 (31 per cent). Further, Australia
rated #2 (21 per cent) by respondents who were `actively
planning’ a business event in the next two years, with USA #1
(22 per cent).
• Areas or settings decision makers would most likely hold a
business event in Australia were evenly split between cities
and coastal/beachside settings, significantly ahead of alpine,
wine regions, and outback settings.
• Sydney and then Melbourne were the top Australian
destinations being considered for holding a future business
event, followed by the Gold Coast, Brisbane, Perth and
Canberra. Kangaroo Island rated very highly at 15 per cent
(just behind Canberra).
• Over half of survey respondents use a business event agent
for organising overseas business events, with the highest
percentage in Asian markets ( Indonesia, China, India, Korea
and Malaysia), and the lowest use in the UK and USA. Sixty-
three per cent of those travelling to Australia use an agent
compared to 53 per cent to other overseas destinations.
Food and wine
Food and wine remains an important factor in business event
destination selection. Research conducted by Tourism Australia
in the leisure market has found that the perception of Australia’s
food and wine offering are mixed across markets, although
response is very high amongst those who have visited (53 per
cent) and sampled, presenting significant future international
Obstacles and challenges
While Australia remains an aspirational destination with
perception rating very highly, the number one barrier to holding a
business event in Australia is distance and associated costs.
Distance and cost aside, the study found that there was a
knowledge gap with the corporate respondents about the
specific business events offering in Australia.
Further research will be conducted amongst agents to identify
opportunities for closing the knowledge gap and between the
intermediary and corporate end user. m
Full details of the report can be seen by visiting www.australia.com/docs/
Research conducted on behalf of Tourism Australia has revealed
some key insights into perceptions of Australia and what drives
planners to hold business events here.
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