New domestic events campaign to help ‘build momentum’

Tourism Australia has rolled out the latest iteration of its domestic focused business events campaign, Event Here This Year, which was first launched in the wake of last year’s summer bushfires.

The campaign is a further sign that the Federal Government may be closer to getting the states and territories to adhere to a national border code that eliminates the current snap border syndrome that has the events industry stuck in neutral.

Tourism Minister Dan Tehan has been speaking with Queensland tourism operators and organisations this week, and consistently hammering home the message that snap border closures were to blame for the current uncertainty that is crippling the event and tourism sectors.

Speaking from the Gold Coast, Tehan said the latest Event Here This Year campaign will work in tandem with the $50 million the Business Events Grants Program to build “a pipeline of business events across Australia in 2021”.

“Australia is a world-leading host and with more than 190 business events already on the program’s approved list, there are plenty of opportunities for Australian businesses and producers to take advantage of the top-class destinations, facilities and professionals in their own backyard,” Tehan said.

“We want a pipeline of business events across Australia in 2021 to build momentum and generate jobs and opportunities in urban and regional centres. This program adds an incentive for businesses to invest in the professional development, networking and travel opportunities available through attending a business event.”

Tourism Australia managing director Phillipa Harrison said with some restrictions easing across the country, now is the perfect time to launch this latest marketing push.

“There’s no doubt that Australia’s business events industry has been hit hard by the COVID-19 crisis,” Harrison said.

“This critical part of our visitor economy directly contributed $35.7 billion last financial year and provided employment to 229,000 people across the country, so it is important that we continue to provide support to this valuable sector.

“With international borders likely to remain closed for the foreseeable future, the recovery of Australia’s business events industry will undoubtedly be driven by Australian businesses and associations choosing to hold events here.

“We want event planners and key decision makers to have confidence to plan and book an event in Australia this year. Boosting spending in cities and regional communities through events will help kickstart a positive economic cycle by offsetting the losses suffered by many businesses during the pandemic.”