Australia means business
Australia is becoming a major player in the Asia-Pacific Mice scene, with overall business arrivals accounting for about 13 per cent of visitors.
The competitive edge is being maintained with an A$8.1 billion (HK$58.3 billion) investment in infrastructure, including renovations and new accommodation, venues, convention centres and incentive experiences.
Tourism Australia has formed its Convention & Visitors Bureau (CVB) to work together as Team Australia to book more international Mice events. The annual Team Australia Business Events Educational rotates each year to different areas promoting events through three days of business forums, an association sector update, one-on-one appointments, events and special briefings.
'We've established our Business Events Australia Brand: 'Take Your Thinking to a Whole New Place',' says Faline Lin, Tourism Australia's business events development manager for north Asia. 'It focuses on business event markets. For north Asia, we are focusing on incentive business on the mainland, Hong Kong, South Korea and Taiwan markets.
'We find that the industries of direct selling, life insurance and pharmaceuticals are mature and rely on salespeople to achieve targets,' Lin says.