The report was prepared for the tourism body by consultants Right Angle and it recommends either upgrading existing facilities in Launceston or developing a new purpose-built convention centre.
“The report shows there is huge demand for holding conferences and other events in Launceston,” says Amy Hills, CEO of Tourism Industry Council of Tasmania.
“It’s imperative we have a clear strategy to seize opportunities and help build on Launceston’s appeal as an events destination.
“Conferences help smooth out peaks and troughs in demand and ensure a steady pipeline of work for our tourism and hospitality sector businesses and their employees.
“We also know conference delegates tend to stay for an extra few days and explore the region around the conference location.
“More conferences in Launceston means more visitors at different times of the year exploring the northeast, the east coast or Meander Valley.
“Tourism Industry Council of Tasmania is calling on both sides of federal politics to commit to investing in northern Tasmania’s future by investing in conference facilities.”
Business Events Tasmania CEO Marnie Craig also supports potential investment in Launceston’s conferencing facilities.
“The take-out message is that some action is required to encourage new hotel development in Launceston that will unlock economic growth in the business events market and in the broader events and sports-related tourism space,” she says.
By upgrading existing conferencing facilities, the number of events per annum is expected to increase to 27, attracting an average of 198 attendees per conference with an economic impact of $19.2 million per annum.
If a purpose-built facility was constructed, the anticipated number of events per annum would increase to 36 with an average size of 220 attendees, equating to an annual business events economic impact of $28.5 million.
Craig says upgrading existing facilities would be a short-term fix, whereas the building of a new dedicated facility is a long-term solution, however both scenarios need to be considered.
“The importance of conferences and business events to the Tasmanian visitor economy and general economy should not be underestimated,” she says.
“They have far-reaching benefits for restaurants, retailers, entertainers and transport.
“Many of the recommendations in the report require a collaborative, coordinated and cohesive approach between government, industry and the private sector.”
The report also notes Launceston has lost market share in the business events and meetings space since before the COVID-19 pandemic, despite Tasmania having a net increase in events held.
This is attributed to the availability, size and quality of venues that host business events, in addition to limitations created by the current state of critical infrastructure in the city; the volume of hotel stock; availability and timing of direct flights from capital cities; and availability of ground transport.
The report recommends if a purpose-built conference centre is developed in Launceston, it should form part of a multi-purpose facility catering for 500 to 550 people.
“This would be in line with the majority of business events held in Tasmania and interstate,” states the report.
It also notes international events would find Launceston an appealing destination, and attracting those events would be about aligning with Launceston and northern Tasmania’s key industries such as clean energy, maritime/Antarctic research, and defence manufacturing.
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