Australia has risen five places to 11th position in the prestigious ICCA rankings of the world’s most popular destinations for international association meetings, and is offering more for associations bringing their members to Australia in 2011 and beyond (ICCA Statistics 2010).
Improved access, multi-million dollar new facilities and greater involvement of the country’s key innovators, regulators, academics and business leaders are part of a multi-pronged approach being led by Australia’s national tourism marketing agency, Tourism Australia, and the country’s leading convention bureaux and convention centres to add value for international associations and their members.
“Australia’s appetite for hosting international associations has never been greater,” said the Manager of the Australia Associations Project, Julie Sheather.
“We’ve researched what associations want and have discovered that Australia is at the top of the list of desirable destinations for many congress organisers and delegates,” Ms Sheather said.
“What we’re now doing is turning this aspiration into a compelling proposition by adding greater air access, newer world-class facilities and whole-of-country support to the appeal of our destinations and proactive service style.”
Ms Sheather said getting delegates to Australia is now easier than ever with record numbers of weekly flights making Australia one of the cheapest long-haul markets in the world and an increasingly popular destination for association delegates.
“Flying to Australia has never been easier, quicker or more economical,” she said. “In January 2011 (the latest data available) there was an average of 1,518 weekly flights into Australia."
“This is the highest number of flights Australia has ever seen, significantly higher than for the Sydney 2000 Olympics and higher than levels pre the Global Financial Crisis."
“Over 45 airlines now fly into Australia and with more route options from Europe and the US reducing flight times significantly, and airports across Australia are being redeveloped with improved facilities and more streamlined processes, to further improve access.”
Ms Sheather said Australia is gearing up for more international events with significant investments in infrastructure.
Major expansions are either recently completed or underway at the Brisbane Convention Exhibition Centre (BCEC), the Gold Coast Convention and Exhibition Centre, and Adelaide Convention Centre, joining the Melbourne Convention and Exhibition Centre that opened in 2009 in offering extraordinary new spaces for conventions.
Planning is also underway to expand the Sydney Convention and Exhibition Centre and for a completely new convention centre in Canberra.
Investment is also continuing in new hotels, shopping and entertainment precincts as the Australian economy continues to be strong.
Ms Sheather said the improved access and facilities in Australia are matched by an energetic commitment across Australia to harness the country’s strengths in key sectors to add value to international associations and their members.
“Since the launch of the targeted Australia Associations Project at IMEX last year, Australia has really shifted its thinking about what we can offer associations,” Ms Sheather said.
“For many years we’ve had strong appeal as a destination with stunning natural scenery, excellent facilities, friendly people and high standards of service delivery for major conventions. That’s not going to change and we are continuing to develop in all of these areas."
“But we have recognised that now, more than ever, associations are looking to demonstrate value to their members through their conventions, and that we have an important role in helping them to do that.”
Over the past year Australia has forged stronger ties between the business events sector that has traditionally worked with associations bringing their delegates to Australia, other arms of government across a wide range of industries and portfolios, the national trade organisation Austrade, the government body overseeing research Innovation Australia, universities and others.
“We also delved deeply into successful events held in Australia to understand how we can best replicate those successes for others,” Ms Sheather.
“Understanding the key drivers for event hosts and helping them increase delegate attendance builds on the work individual cities across Australia have done in the recent years to add value to conventions, and helps associations deliver truly different and inspiring programs through research and academic networks.”
