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
Case study: Lenovo Connect

Case study: Lenovo Connect

The technology giant's two-day event for 450 guests took place in London, organised by Jack Morton Worldwide.

Two new recruits for Sleek Events

Two new recruits for Sleek Events

Agency also plans fundraising sports day this summer for its new charity partner Meeting Needs.

'We often see details brushed over - that's the sort of thing we take seriously'

'We often see details brushed over - that's the sort of thing we take seriously'

A-List 2019: Catherine Coulter, director of BeaconHouse Events.

Businesses routinely miss out on sales leads at trade events, research reveals

Businesses routinely miss out on sales leads at trade events, research reveals

Generic sales pitches, misspelt names and 'hard-sell' techniques are leading to lost revenue and business opportunities.

Most popular European cities for MICE bookings revealed

Most popular European cities for MICE bookings revealed

Tech company Aventri ranks cities' popularity for meetings and events based on bookings made through its venue sourcing platform.

'My MD gives me additional roles to help me learn, and experiences to develop my skills'

'My MD gives me additional roles to help me learn, and experiences to develop my skills'

A-List 2019: Anna Clarke is senior account executive at Ex Events.

Reinventing networking with 'brain dates' for attendees

Reinventing networking with 'brain dates' for attendees

Fundamental changes are needed to reorganise events around face-to-face connections rather than content, says agency director.

Live Union welcomes three new faces

Live Union welcomes three new faces

Marketing director, business development director and production manager all join the London-based team

No one should be expected to work for free and the same goes for speakers

No one should be expected to work for free and the same goes for speakers

It's unethical to expect speaking gigs to be unpaid, says Nick Gold, MD of Speakers Corner.

'I don't think I would have had the same opportunity and support in a bigger company'

'I don't think I would have had the same opportunity and support in a bigger company'

A-List 2019: Olivia Chilton, senior account executive at Clear Partners.

LATEST JOBS