NEW INTERNATIONAL BUSINESS EVENTS RESEARCH
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 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. The findings help inform Tourism Australia’s international business events strategy and activity.
Overall, the outlook for the international business events landscape is strong. Decision makers are feeling increasingly confident with traveling and running events abroad, and many are expecting the number, size, and budget for events to be equal to, or greater than pre-pandemic levels.
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. For association decision-makers, Australia is considered an appealing destination with several positive attributes, including being ranked number one in the world for our quality of business events facilities.
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. After only two months in the market, the campaign has reached over half of the target customers with 87 percent of those stating they had already taken positive steps in relation to planning a business event in Australia as a result of the campaign.
