INTERNATIONAL NEWS: ATC push aimed at growing C&I share

The Australian Tourist Commission (ATC) has launched a A$1m (£355,000) business tourism campaign in a bid to increase its share of the global conventions and incentives market.

This is the first time the ATC has had specific funding from the national government to concentrate an entire campaign on the business tourism sector.

The activity will include TV and newspaper advertising.

ATC manager, business tourism, Europe, Sheila Ainscough, said the campaign would use case studies of blue-chip clients, such as Zurich Financial Services and Honda, which have previously used Australia.

"The campaign aims to raise Australia's profile as a business destination and takes the message of 'Australia in Seven Days' to another tier, she said. "We think it's important to show how other companies have used the destination for their event."

Ainscough added that targeting corporates remains a priority for the ATC. This year's Dreamtime, in Alice Springs in mid-September, has received a positive response from corporate buyers. "We're working with agencies to bring in buyers, and even if they can't attend this year, Dreamtime has grown the destination's profile, so they are now expressing an interest in holding events here, she said.

Australia's international meetings market share is expected to grow to 6.4% this year from 3.8% three years ago.

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
'Four-poster bed, copper bath and gorgeous furnishings': a night at Down Hall Hotel

'Four-poster bed, copper bath and gorgeous furnishings': a night at Down Hall Hotel

C&IT's associate editor reviews a country house hotel dating back to 1322 with Italianate architecture and luxury interiors.

The charity ball with a projection-mapped 'Wheel of Fortune'

The charity ball with a projection-mapped 'Wheel of Fortune'

Country estate Alrewas Hayes hosted the 25th anniversary of the Hope and Homes for Children fundraiser.

2020's most popular incentive destinations

2020's most popular incentive destinations

In our State of the Industry: Incentives report, we look at the top countries and cities over the past year.

Cancellations and deferrals: How global agencies are reacting to coronavirus

Cancellations and deferrals: How global agencies are reacting to coronavirus

As IBTM APAC gets postponed, agencies tell C&IT what they are doing to meet the challenges posed by the outbreak.

IBTM APAC 2020 postponed over coronavirus

IBTM APAC 2020 postponed over coronavirus

Organisers have postponed the inaugural IBTM Asia Pacific due to the Coronavirus outbreak.

How are incentive budgets changing in 2020?

How are incentive budgets changing in 2020?

Budgets increases come despite fears over economic uncertainty, according to the State of the Industry 2020: Incentives report.

MGM Resorts takes action over massive data hack

MGM Resorts takes action over massive data hack

More than 10.6million guests have had their data leaked after the cyber attack, according to reports.

APAC planners still 'use manual processes' for most of their tasks

APAC planners still 'use manual processes' for most of their tasks

Australian and New Zealander event planners need a more technology-driven approach, according to new research by Cvent.

DICE launched to improve diversity at conferences and events

DICE launched to improve diversity at conferences and events

New charter aims to eliminate 'manels' and offers guidelines for making events more diverse, on and off stage.

Are experiential food and drink incentives on the rise?

Are experiential food and drink incentives on the rise?

Planners reveal what food and drink experiences clients are increasingly requesting, in the C&IT State of the Industry: Incentives report.

LATEST JOBS