Destination Wollongong has replaced Tourism Wollongong in a move that signals a more collaborative approach to MICE marketing.
Following the lead of Destination NSW and Destination Melbourne, the reformed organisation will operate departments dedicated to city centre marketing, tourism, visitor information centres, major events and conferences.
“Under this umbrella approach when we have conferences it is all about the benefits and extras we can add on, for example Ferrari drives, skydiving, or tours,” Destination Wollongong marketing manager Joanna Tralaggan said.
The streamlining of marketing functions is aided by the cooperation of tourism operators in Wollongong, she added.
“Our operators have seen the benefit of working together. They know if there is a conference at one place the benefit flows onto their business,” Tralaggan told The Nibbler.
Wollongong City Council allocated five years of funding to Tourism Wollongong last November which allowed for a destination-based approach.
“Bringing our operations more formally under the one roof means that we can put on events which are more appealing to the conference delegates,” Tralaggan said.
Destination Wollongong expects the move will produce a busy calendar of events specifically targeting conference organisers.
“We are right on the doorstep of Australia’s main international gateway –an advantage which we will now be in a better position to leverage,” Destination Wollongong general manager Greg Binskin said.
A MICE marketing strategy has been planned and is expected to be endorsed by the organisation at the end of this year.
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