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Australia targets Asia for business events

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The Hon Martin Ferguson AM MP

Australia Targets Asia For Business Events

13 May 2011

Australian cities and regions such as Cairns, the Whitsundays and Townsville are targeting Asian corporations and associations to offer incentive travel and host their meetings and conventions in Australia.

During the next two weeks, Tourism Australia will lead a delegation of 22 representatives including nine Convention Bureaux and four hotel groups to target 400 organisations in Hangzhou, Taipei, Bangkok, Kuala Lumpur, Singapore and Jakarta.

The Minister for Tourism, Hon Martin Ferguson AM MP said the Australia Roadshow 2011 would further strengthen Australia’s position as a leading business events destination.

“Business people visiting Australia for meetings, incentive travel or events are important customers. On average they spend almost twice as much as other visitors and tend to disperse to regional areas either before or after their conference,” Minister Ferguson said.

“Australia’s service culture and the quality of our convention facilities are well regarded by organisers of international events. Research by the Australia Associations Project suggests 23 per cent of organisers prefer Australia over Singapore, India and the US.

“The delegation includes a strong contingent from Queensland - including Cairns, the Whitsundays, Townsville, Brisbane and the Gold Coast. This trip is another example of how the Australian Government is working with the Queensland tourism industry to help rapidly rebuild its event business and brand following the floods and cyclone.

“Australia’s expertise in areas such as ICT, clean energy, agribusiness and aquaculture, bio-technology and training and education is already helping to attract business events.

“Out of Asia Australia has won some substantial business including the opportunity to host 8,000 delegates from Amway China earlier this year, which will be followed by the hosting of another 4,400 delegates from Amway India early in 2012.

“Later this year two leading Taiwanese insurance companies will each bring 500 plus delegates to Australia.”

During 2010 Australia saw strong increases in business events visitors from a number of markets in Asia including India (up 56%), Singapore (up 45%), and China (up 26%). Indonesia now attracts around 3,600 business event visitors and Malaysia 3,300 and both markets represent potential for further growth in 2011 and 2012