Perth backs debut via buyer rewards

The Perth Convention and Exhibition Centre (PCEC) has launched an incentive scheme to boost bookings prior to its opening in 2004. The centre aims to attract up to 10,000 delegates by June 2003 with its Delegate Reward Program. The scheme offers cash incentives for buyers confirming business by next year. It forms part of the PCEC’s overall marketing strategy to drive business tourism. “We promote Western Australia first and foremost,” said PCEC CEO Peter Brockenshire. “This cash provides encouragement for organisers to bring in delegates, therefore attracting more people into the region.” So far, 95 events have been earmarked for the centre, of which 27 are conferences averaging more than 1,000 delegates each. It is expected that these bookings up to 2009 will bring in $87m (£30.4m) to the region’s economy. “A conference delegate, who we refer to as a ‘super tourist’, spends approximately $600 (£210) per day,” explained Perth Convention Bureau managing director Anne-Maree Ferguson. The PCEC plans to target the UK association market later this month and is building awareness in the corporate market. The centre has also instigated the formation of the Team WA Forum. The body has been created to address issues facing the region’s tourism industry as a group rather than a collection of individual organisations.

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