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Victoria takes the lead in regional Business Events research

Victoria is leading the charge as the first state in Australia to instigate a regionally focused study into the Business Events sector.

In 2011, The Victorian Government invested $1 million over 4 years into a Regional Victoria Business Events Program, which included crucial research aimed at filling a significant gap that existed in the business events sector across regional Victoria.

The results of the first research project, completed in 2011, identified that in the 2009/2010 financial year, Regional Victoria attracted over 712, 000 delegates to 16,500 business events held in regional Victoria which equated to 186, 500 room nights being confirmed, This has established benchmarks for monitoring future performance.

This year, Tourism Victoria is set to roll out of the next phase of the Regional Victoria Business Events Research project from 27th March 2012.

“Tourism Victoria is proud to be the first state in Australia to do a concentrated research study into business events in regional areas. Based on the results from the 2011 study, business events provide considerable employment opportunities and generate significant revenue for the Victorian economy. We have been able to identify the size and scope of business events to regional Victoria and thus set a benchmark for monitoring future performance the sector.” said Leigh Harry, chief executive of Tourism Victoria.

“This year’s research will identify any growth or gaps in this sector based on benchmarks set in 2011. I encourage all operators in regional Victoria that have a vested interest in the business events sector, to take part in this research, for the benefit of your business and the long term success of business events throughout regional Victoria.”

“While the business events sector has grown over recent years, there was minimal statistical information specific to regional Victoria, which has limited opportunity for the sector’s growth. I urge all regional Victorian venues and hotels to participate in this important research project.” said Andrew Hiebl, chairman of Business Events Victoria.

The review will gather business event data from venues and hotel operators and all operator specific information collected will be kept confidential.
BB Yonder Consultants will once again be conducting the review on behalf of Tourism Victoria.

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