Tourism Australia has released the 2022 Business Events Consumer Demand Project (CDP) as part of its broader recovery strategy to bolster Australia’s business events industry and fast-track recovery as we emerge from the COVID-19 pandemic. The research also confirmed a strong performance of the first phase of Tourism Australia’s global business events brand campaign. There’s Nothing Like Australia for Business Events. Decision makers are feeling increasingly confident with travelling and running events abroad. Many expect events’ number, size, and budget to be equal to or greater than pre-pandemic levels.
For association decision-makers, Australia is considered an appealing destination with several positive attributes, including being ranked number one worldwide for our quality business events facilities. The new international research outlines the factors influencing decision makers when choosing a destination for events, including how Australia is perceived and the impact COVID-19 has had on the decision-making process. After only two months in the market, the campaign has reached over half of the target customers, with 87 per cent of those stating they had already taken positive steps concerning planning a business event in Australia due to the campaign.
Overall, the outlook for the international business events landscape is strong. The findings help inform Tourism Australia’s international business events strategy and activity. Amongst incentive decision-makers, Australia is the global leader in consideration and has experienced significant increases in appeal and intent over the last 12 months.
