Latest Tourism Australia research shows positive outlook for events

Tourism Australia has released the results of its latest research into domestic corporate event decision makers’ attitudes towards restarting business events.

The research showed that despite the recent lockdowns and travel restrictions impacting short-term confidence, decision makers remain largely positive about the future of events.

While 77 per cent of businesses said they have postponed or cancelled at least one event that was scheduled between June and October this year, one in five of these businesses said they re-scheduled their event within the next three months, whilst most have rescheduled between four and 12 months from now.

Short-term planning of domestic events has also been impacted with 62 per cent of domestic businesses claiming to be planning events in the next six to 12 months – its lowest level since October 2020.

Concerns about the Covid safety reputation of potential event locations, health concerns, and interstate borders are amongst the top factors impacting the resumption of events.

However, despite the impact on short-term events, 81 per cent of decision makers are planning events one to two years from now, up 6 per cent from May.

Decision makers planning to hold events in the next 18 months or sooner indicated an increased desire to get back to face-to-face events, whist still acknowledging the need for virtual or hybrid events.

In addition, decision makers remain largely positive in terms of the planned budget and number of attendees of future domestic events.

Six in ten businesses claim future events will involve some form of travel, with 29 per cent indicating future events are likely to be interstate, its highest level since the commencement of the research.