Look to the future , it ’ s only just begun
TOURISM AUSTRALIA ’ S EXECUTIVE GENERAL MANAGER EVENTS , PENNY LION , RAISES HER FOCUS TO ‘ BRIGHT SPOTS ’ ON THE HORIZON
s tough as the last 12 months have been , there are bright spots on the international horizon for business events , and , for domestic events in Australia , closer than that .
Around 70 % of international business set for delivery in Australia last year has been retained . And because of Australia ’ s handling of the pandemic , case numbers have been low and business events have restarted . The Brisbane Convention and Exhibition Centre hosted almost 1,900 people at an event in October 2020 .
A return to domestic business will see Australia well placed in terms of maximising health and safety protocols and practices for events for when we can welcome international events back . The government continues to recognise the importance of business events to Australia and has committed AUD $ 50m through the Business Events Grants Programme to encourage immediate participation in domestic conferences and exhibitions by subsidising up to half the cost for businesses to attend .
For international events , our Business Events Australia Bid Fund Programme has helped Australian industry convert international business and the return on investment for Australia ’ s economy is significant . Throughout the pandemic , the Bid Fund continues to offer financial support to bids in progress .
Finally , our infrastructure boom has continued to flourish , so when we do have international events back in Australia , there will be even more here to sit alongside our track record for exceptional event delivery and the other less tangible qualities which continue to make the motto ring true : there ’ s nothing like Australia for business events .
AACB ADDS WEIGHT TO THE ENGAGEMENT ARGUMENT
he Covid-19 crisis has offered , and in most cases forced , an opportunity for the Australian business events sector to adapt current models to build a resilient and more sustainable industry that will ensure the long-term viability of the sector .
The Association of Australian Convention Bureaux ( AACB ) represents 1,800 tourism and events industry operators and says when the full tally is in , 2020 will have seen around 145,000 delegates gathering in Australia across 183 international business events , that activity is forecast to contribute over
Above : Penny Lion
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AUD $$ 420m to the visitor economy . AACB CEO , Andrew Hiebl says successful collaboration has enabled the business events industry to speak with one voice and engage constructively with government , “ which added weight to the importance of the JobKeeper extension and the government ’ s AUD $ 50m business events support package ”.
Since the New Year , it is true that small Covid outbreaks have had a detrimental impact on Australia ’ s business events industry , with internal border closures and gathering restrictions continuing to hinder and frustrate the industry . Business events typically require long-term planning and the AACB says its focus now must be one of driving confidence if the industry is to recover .
Hiebl says the collaboration will continue to restart the industry , build confidence in demand , and support the supply chain . AACB leaders are now focusing on retaining business already won and modifying priorities , service delivery models and bidding strategies to better serve industry partners and clients .
The association will promote Covid Safe hygiene practices to instill confidence that business events can safely restart in the new Covid normal environment .
While 373 confirmed wins represents a strong calendar of international business events for Australia ’ s future , 35 % have been postponed into 2021 and beyond , according to the AACB , so maybe there is an artificially inflated future pipeline figure . Furthermore , 59 international business events that were expected to be held in Australia this year have been cancelled , with one in four of these pivoting to virtual . Likewise , 20 % of all international bid opportunities in play have been postponed .
With unprecedented competition for the high-yield business events market expected from other countries , Australia ’ s industry continues to seek long-term support from government .
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