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.

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