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Mice Asia Net : July 2009
australia calling australia Australia as an aspirational destination, which offers value for money in a tight financial climate. It includes a major new print advertising campaign targeting the corporate meeting and incentive market (see advertisement on the inside front cover of this magazine), which highlights Australia’s value as a destination to encourage creative thinking and in which clients can get a very good return on investment. Under the catch cry “Take their thinking to a whole new place” the campaign urges buyers to see beyond Australia’s famous natural beauty and world-class meeting facilities to its 40,000-year history of cultural freedom and innovation. “Competition between destinations for the business events and incentive dollar is fierce and Australia is on the front foot with our proactive approach to marketing Australia’s distinctive qualities,” says Tourism Australia’s head of Business Events Australia, Joyce DiMascio. “Around the world, corporate travel has declined, but Australia offers a wealth of incredible locations, venues and facilities for business events. With the depreciation of the Aussie dollar, Australia presents great value for money to international clients.” Australian business tourism arrivals have taken a hit in the past year through the combined impact of the global financial crisis, concern about swine flu and US moves to keep its business meetings onshore. Overseas arrivals and departures data collected by the Australian T 46 miceAsia.net ourism Australia has launched an integrated trade marketing program to tackle head-on the effects of a global softening in corporate business event travel. The program promotes AustrAliA is cAlling the world to meet and incentivise staff with an innovative new campaign. Bureau of Statistics found that while some markets were still performing strongly, overall convention or conference arrivals during February 2009 were down by 28 per cent on the previous year. Overall business arrivals fell 21 per cent. The figures also dropped in the 12 months to February 28, 2009, with a decrease of four per cent in total business arrivals year-onyear. But with a recent investment of $4.8 billion in infrastructure – including new hotels and convention centres – Australia is determined to spread the word about world-class facilities and great value for money. In October, Australia will bring 100 international buyers to Sydney for Dreamtime, its premier incentive-travel trade event. The annual event will showcase five educational incentive destinations including Melbourne, Sydney, Adelaide, the Northern Territory and the Sunshine Coast/Brisbane. It is expected to attract business decision makers from the key markets of North and South Asia, Japan, New Zealand, UK, Europe and USA. “Dreamtime provides a tremendous opportunity to showcase the many business events experiences available in the harbour city and around Australia highlighting Australia’s credentials for staging sustainable events and meetings,” Ms DiMascio said. Promoting Australia’s sustainable tourism credentials remains high on the agenda. In 2008 Business Events Australia undertook an audit of companies working in the business events sector to determine the breadth of green products, community initiatives,