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Fran Bailey launches tourism events Australia.

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Media Release The Hon Fran Bailey, MP

2 September 2005


A dedicated unit within Tourism Australia focusing exclusively on the meetings, incentives, conventions, events and exhibitions (MICE) industry was launched today by the Minister for Small Business and Tourism, Fran Bailey. “Tourism Events Australia will focus exclusively on marketing Australia as a business and major events destination,” Fran Bailey said.

Meeting with key members of the major and business events sector at Federation Square in Melbourne, Fran Bailey said, “It is very appropriate that we are launching Tourism Events Australia in Melbourne, as the city that will be hosting the 2006 Commonwealth Games, an event strongly supported by the Australian Government.” Tourism Events Australia is a key initiative of the Australian Government that will concentrate on the key areas of business events, including corporate meetings, incentives, conventions, marketing of major events and exhibitions.

Business events are worth more than $17 billion to Australia, attracting approximately 550,000 visitors per annum. In addition, as the Sydney Olympics, the Australian Tennis Open and Spring Racing Carnival have demonstrated, major events also provide significant opportunities to profile Australia.

“Major events and business events will continue to be a growth area for the Australian tourism industry and competition to attract these events will continue to grow,” Fran Bailey said.

“Tourism Events Australia will ensure that Australia is in the best position possible to compete effectively for a larger share of this growing market.”

Australia’s events capability and expertise was put to the test recently when Amway hosted a meeting of over 13,000 delegates from Hong Kong, China and Taiwan in Sydney.

“This was the largest business event ever hosted in an Australian venue and during my recent trip to Asia I discussed future opportunities for further incentive trips to Australia,” Fran Bailey said. “People travelling to attend business and major events tend to spend more than the average tourist.

“Tourism Events Australia will drive both business and major events marketing in Australia and will complement Tourism Australia’s strong focus on increasing tourism spend and dispersal throughout the country,” Fran Bailey concluded.

Media Contact: Carley Griffith 02 6277 7450 or 0419 840 452.