Australia rates as ‘most exciting destination for conferences’

Australia rates as ‘most exciting destination for conferences’

Australia is the most exciting destination for conferences according to new international research on business events.

The research rated Australia for scenery, sight-seeing, and being a destination worth travelling to, and found most potential delegates seek some kind of balance between business and leisure, both from the conference and the activities surrounding it. Respondents said the ideal conference is one that balances professional outcomes with strong destination appeal.

This research highlights the competitive advantages Australia has in business events tourism and gives industry insights on how to make the most of them.

The Turnbull Government and ‘There’s nothing like Australia for business events’ is committed to supporting the sector to grow.

By providing industry with in-depth information on delegate behaviour, we are supporting their marketing efforts to be directed to the most effective activities.

The research was completed by Tourism Australia to assist Australian businesses attract higher delegate numbers to conferences. The research examines the ‘path to purchase’ behaviour of potential international association conference delegates to help industry understand the best channels and messages to use in order to convince them to travel to Australia for their association event.

Business events travellers are the highest daily yielding of any visitors to Australia and are essential to the growth of the Australian tourism industry. In the year ending March 2016, 479,000 international visitors attended a business event in Australia, spending a total of $3.2 billion.

Email the Travel Weekly team at traveldesk@travelweekly.com.au

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