Home' micenet eMag : micenet AUSTRALIA June July 2014 Contents T
he explosive growth in business events from China
received a significant boost in April when a trade delegation
of Australian businesses, including convention bureaux
representatives and key tourism operators, joined Prime Minister
Tony Abbott for the inaugural Australia Week in China event.
More than 600 people including the Prime Minister,
representatives from Austrade, and high profile business
identities such as James Packer, and key members of
parliament including the Minister for Trade and Investment, the
Hon Andrew Robb AO MP, participated in the North Asia
Business Events showcase. Tourism was part of the program
and those of us in business events also had the opportunity to
meet with and discuss business with potential Chinese
Not only did we undertake some highly productive meetings,
we also had the opportunity to showcase some of our great
Australian produce and wines at the Prime Minister’s lunch on
the Friday, which also saw the Sydney Symphony Orchestra
China has been particularly strong for groups in the areas of
direct selling, with companies like Amway already holding events
in Australia. Other key markets for us are insurance companies,
car makers and car component manufacturers, financial
institutions, and those which develop business event programs
for these organisations like BI Worldwide.
We are seeing the China market mature quite significantly, not
only in the potential opportunities now available, but in what
delegates are doing during their programs. Chinese incentive
delegates want to get involved in everything – from catching
crabs and then cooking them as Amway delegates did on the
Gold Coast last year, to climbing the Sydney Harbour Bridge or
sampling wines in a wine region. They are very enthusiastic and
hands on which is a great opportunity for us because they can
do so many hands on activities in Australia.
That was certainly the case with our Dreamtime program in
late 2013. And, in terms of Dreamtime, our signature event held
every two years, we are already seeing results. Our partners
have told us they have had three pieces of confirmed business
from New Zealand as a direct result of Dreamtime, and there are
numerous other pieces pending from other countries.
I have been asked why we don’t make this an annual event
and the fact is that we believe we get the best value for money
by holding it every two years. We receive up to six months of
engagement with participants before and after the event. It is a
major investment for us and for our industry partners.
Aside from Dreamtime in which we host up to 100 buyers and
international media, we regularly host smaller groups from key
markets for special educational visits. We are currently reviewing
whether we should increase the number of these or alternatively
have a number of slightly larger group programs (of say 20
participants) to allow our industry operators to give these groups
a greater incentive-style experience.
We are now seeing good business leads coming out of the
USA, and our most recent participation at EIBTM late last year
has resulted in four confirmed pieces of business from the
European market. It is becoming apparent in all markets that
groups are really looking for experiences with a wow factor.
We will be participating in IMEX America (Las Vegas, from
October 14 to 16), EIBTM (Barcelona, from November 18 to 20),
and have just returned from IMEX in Frankfurt (May 20 to 22),
and our South East Asia Showcase with a series of successful
activities in Singapore, Kuala Lumpur and Jakarta with some of
our key partners.
We continue to review the exhibitions we attend and are
always happy to share our experiences with industry on what is
best suited for them and Australia’s business events sector. m
Head of Business Events Australia, Penny Lion, provides readers
with a snapshot of the organisation’s latest activity, observations
and success stories.
US coming back
PENNY LION, HEAD OF
BUSINESS EVENTS AUSTRALIA
Links Archive micenet AUSTRALIA April 2014 micenet AUSTRALIA August September 2014 Navigation Previous Page Next Page