Tourism Australia has launched the latest iteration of its domestic business events campaign, Event Here This Year, encouraging event planners and decision-makers to lock in their 2021 events.
Initially launched in the wake of the 2020 summer bushfires, the campaign aims to promote the value of face-to-face events and showcases the breadth and quality of Australia’s business events offering.
The campaign will roll out over six months across a range of traditional and social media channels.
Tourism Australia managing director Phillipa Harrison said as restrictions gradually ease across the country, now is the time to roll out the second phase.
“There’s no doubt that Australia’s business events industry has been hit hard by the COVID-19 crisis,” she 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.”
Led by Business Events Australia (BEA), the Event Here This Year campaign is supported by BEA’s domestic partnership program, the Business Events Boost Program.
Minister for Trade, Tourism and Investment Dan Tehan said the campaign goes hand-in-hand with the Federal Government’s Business Events Grants program.
“We want a pipeline of business events across Australia in 2021 to build momentum and generate jobs and opportunities in urban and regional centres,” he said.
“This program adds an incentive for businesses to invest in the professional development, networking and travel opportunities available through attending a business event.”