Attracting Business Events to Australia · of bidding, marketing and leveraging events. This guide...

Attracting Business Events to AustraliaA GUIDE FOR THE AUSTRALIAN BUSINESS EVENTS INDUSTRY

Cover Image: Melbourne, Victoria

This page: Brisbane, Queensland2

Message from the Managing Director of Tourism AustraliaThe business events sector is a significant contributor to the Australian economy, and one that continues to grow from strength to strength. Recent research conducted by Tourism Australia underlines that we are seen as having not only excellent business events facilities and unique experiences for visitors, but that we are also recognised as having the raw appeal of our natural environment and friendly people to inspire travel to Australia.

Australia offers high service levels and excellent infrastructure, and the quality of our accommodation, food and wine provide yet another dimension to the experience to ensure a ‘wow’ factor for any event. Australia also offers the assurance of safety and security and a proven track record in delivering events, no matter their size.

Attracting Business Events to Australia - a Guide for the Australian business events industry, provides a clear and concise resource for industry to understand how and when to seek the support of Tourism Australia and Austrade in the three key areas of bidding, marketing and leveraging events. This guide also provides details on minimum criteria requirements and what support may be available to industry.

Australia is a place of fresh thinking and innovation, where a can-do attitude prevails. This natural optimism, creativity and unquenchable desire to succeed has seen the Australian business events industry flourish and we look forward to even greater success in the future.

As the agency with responsibility for promoting Australia to visitors around the world, Tourism Australia is pleased to be working with Austrade and the industry on this initiative to attract more business events to Australia.

John O’Sullivan Managing Director, Tourism Australia

3

What is the role of Tourism Australia?Originally established as the Australian Tourist Commission in 1967, Tourism Australia is an Australian Government statutory authority formed under the Tourism Australia Act 2004. It is governed by a Board of Directors that reports to the Australian Minister for Trade and Investment. Tourism Australia has a strong reputation for developing innovative tourism marketing campaigns, and has built one of the world’s most admired and desirable destination brands.

Tourism Australia’s role is to grow demand for both leisure tourism and business events and support the tourism industry to increase visits, dispersal and economic value. These efforts are underpinned by the Australian tourism industry’s Tourism 2020 strategy which seeks to grow overnight tourism expenditure to between $115 billion and $140 billion annually by 2020 (up from $70 billion in 2009).

The Tourism 2020 targets are shared by the Australian tourism industry and Australian, state and territory governments in an effort to maximise tourism’s economic contribution to the Australian people.

Specifically for Tourism Australia, the Tourism 2020 goal drives its international marketing efforts to attract high yielding leisure and business events customers.

Tourism Australia achieves this by:

» Staying focused on the target customer in the markets offering the best opportunities for Australia

» Delivering initiatives that drive yield and increased spend

» Ensuring partnership activities are centred on the consumer, while delivering value to Tourism Australia and its partners - placing an emphasis on executing projects in an open, collaborative and achievement oriented environment

» Finding efficiencies to maximise the marketing opportunity for Australian tourism.

What is the role of Tourism Australia’s Business Events Australia unit? Tourism Australia’s specialist unit, Business Events Australia, delivers partnership marketing and trade programs exclusively in the international business events market, targeting corporate meetings, incentives, exhibitions and association events for Australia. The team is represented in core markets around the world to present the best of Australia to potential clients. Requests for information from Tourism Australia should be directed to the Business Events Australia unit at [email protected].

What is the role of Austrade?The Australian Trade Commission (Austrade) is the Australian Government’s international trade, education, investment promotion agency and has responsibility for tourism policy and research. It is a vital component in the promotion of the Government’s ‘open for business’ message internationally. Austrade contributes to Australia’s economic prosperity by helping Australian businesses, education institutions, associations, and governments as they develop international markets, win productive foreign investment, promote international education, and strengthen the Australian tourism industry.

Austrade achieves this by:

» Generating market information and insight

» Promoting Australian capabilities

» Developing policy

» Making connections through an extensive global network of contacts

» Leveraging the badge of government offshore

» Providing quality advice and services.

The Role of Government Agencies

For further information on the work of Tourism Australia and Austrade, please visit;

Tourism Australia www.australia.com/businessevents

Austrade www.austrade.gov.au

Tourism Australia and Austrade can support the Australian business events industry to attract, market and leverage even more business events to Australia. Please take the time to read through this section to understand the role of each agency in assisting with this work.

4

Adelaide, South Australia5

Austrade’s trade and investment facilitation strategies are focused around the following priority areas. Requests for support will be considered based on alignment with these sectors and available resourcing.

TRADE AND INVESTMENT PRIORITY AREAS 2016-17

Inward Investment Priority SectorsThe Australian Government welcomes foreign investment, and Austrade works to inform investors about growth opportunities in five priority sectors which play to our strengths, jointly agreed by Australian and state and territory governments.

» Agribusiness and Food

» Resources and Energy

» Major Infrastructure

» Advanced Manufacturing, Services and Technology

» Tourism Infrastructure.

Food and Agribusiness » Premium Australia Food

» Food Security

Advanced Manufacturing » Aerospace GVCs

» Emerging Marine Hubs & GVCs

» Automotive OEM & Aftermarket GVCs

Infrastructure » Transport Solutions

» Future Cities

Resources and Energy » METS GVCs

» Oil & Gas GVCs

» Renewables

International Health » Intelligent Health Solutions

» Senior Health & Living

Services & Disruptive Technologies » Financial Services

» Leading services, technologies and innovation across the Division

For more information visit: www.austrade.gov.au

TRADE PRIORITY SECTORS

Please Note: Each Austrade offshore office focuses on specific priority industries (not all industries are covered in each country). Each industry sub-sector also contains specific focus points. Requests will be considered based on available resourcing and alignment with industry/market priorities.

6

Canberra, Australian Capital Territory

7

When bidding to host a business event in Australia, Tourism Australia and Austrade can support the Australian industry in a number of ways. These might include a letter of support for inclusion in the event bid pack, or advocacy on behalf of an event bid in markets where a Trade Commissioner and/or Tourism Australia representative is co-located with the event organising committee.

BIDDING FOR

AN EVENT

POTENTIAL ASSISTANCE RESPONSIBILITY NEXT STEPS

Support for the bid, as appropriate, from the Minister for Trade and Investment or relevant government representative. Can include letters or other support messages relevant to the bid

Austrade Support request form

Information to support the event bid, in order to assist with strategic planning. May include details of Australia’s trade relations, key dates of upcoming activity, and information on trade sector performance, cultural or economic considerations

Austrade Visit the Austrade website www.austrade.gov.au

Austrade staff in-region can assist with further information if required

Introductions to relevant Tourism Australia staff who may provide assistance with the in-market bid process for supported events

Tourism Australia

Support request form

Access to business events and Australian trade related promotional material, research, statistics and assets which will assist the bid

Tourism Australia and Austrade

Visit the following websites for assets and collateral:www.australia.com/businesseventswww.images.australia.comwww.video.australia.comwww.austrade.gov.auwww.ibrand.australia.comwww.tra.gov.au

Assistance to identify key decision makers and or influencers who can potentially be approached to deliver advocacy for events

Tourism Australia


Representation at in-market event bid presentations where an Ambassador or Trade Commissioner is co-located with the event organising committee

Department of Foreign Affairs and Trade (DFAT) and Austrade


Information on visas and application process

Please note, Austrade and Tourism Australia are not responsible for visas to Australia. Event organisers may need to issue visa invite letters for some delegates. Please visit www.immi.gov.au for further information on visas

Department of Immigration and Border Protection

Visit www.immi.gov.au

8


Outreach or dissemination of information to qualified buyers to encourage participation as visitors at supported events


Utilisation of relevant online channels and networks to promote supported events to qualified buyers and delegates, such as social media or inclusion in email communications and newsletters



Amplification of key messages for supported events through international media via public relations initiatives

Tourism Australia


Participation in Tourism Australia’s Advance Program, in order to increase the international profile of the event and drive higher attendance

Tourism Australia

For the Advance Program application form, please contact [email protected]

Access to images, video, content and collateral to assist with the marketing of supported events


Visit the following websites for assets and collateral:www.australia.com/businesseventswww.images.australia.comwww.video.australia.comwww.austrade.gov.auwww.ibrand.australia.com

When marketing an event to international markets, Tourism Australia and Austrade can support the Australian industry in a number for ways, for example; Tourism Australia may partner with industry to provide marketing assistance to position Australia as a desirable destination and drive higher visitor numbers.

Some expenses related to bringing international customers/buyers to Australia may be eligible for partial re-imbursement under Austrade’s Export Market Development Grants Scheme.

Visit www.austrade.gov.au/EMDG for further information

MARKETING AN EVENT

9

When seeking to leverage an international event in Australia, Tourism Australia and Austrade can support the Australian industry in a number for ways. Tourism Australia could partner with industry to provide marketing support to assist with maximising the event opportunity for Australia, or additionally could use successful events as case studies to support future bids.


Information on Austrade industry and market initiatives to identify alignment with supported events


Potential networking and business-matching events during supported activities to bring together Australian industry and government with international delegates and decision makers


Creation of event case study collateral in various formats to highlight the success of the event and leverage this to market Australia’s capabilities in key priority sectors

Tourism Australia


Assistance with the potential development of pre and post touring activities to drive length of stay and economic benefits to Australia from supported events

Tourism Australia


Potential access to relevant online channels and networks for the promotion of supported events



LEVERAGING AN EVENT

10

Darwin, Northern Territory11

NEXT STEPS

1. Please take the time to familiarise yourself with this document prior to completing your application for support. It describes where, when and how Tourism Australia and Austrade will consider offering support and the minimum criteria that must be satisfied before they will do so.

2. Please be aware that submitting a request for support, regardless of whether the minimum criteria are satisfied, does not ensure that support will be made available under this or any other initiative. Tourism Australia and Austrade, at their discretion, will determine where, when and how support will be offered and provided.

3. Complete the checklist “Does my business event qualify for government support?” in order to understand the key requirements for any event seeking support.

3. Tourism Australia will be the initial point of contact for any requests for support, and will manage the assessment process, including communications to Austrade regarding applications.

4. To apply for support, please fill out the attached application form and return it to [email protected] for assessment.

Sydney, New South Wales12

DOES MY BUSINESS EVENT QUALIFY FOR GOVERNMENT SUPPORT?

The checklist below provides industry with a simple guide to understand which events meet the minimum criteria for support. Please note that whilst all requests will be managed on a case by case basis, as a general rule there are certain requirements that the event should meet in order to request support. Please note that submitting a request for support does not guarantee that this support will be made available.

Is the support requested needed within the next three months? . . . . . . . . . . . . . . . . . . . Yes No

If you have answered ‘yes’, please note that due to timelines for delivery of support, it may not be possible for the application to proceed in time for your requirements

Does the event align with the Australian Government’s priority industry sectors listed in this document? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No

If you have answered ‘no’, please note that applications that align with the Australian Government’s priority industry sectors will be given precedence

If you are bidding for an event, are you the only Australian destination bidding to secure the event? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No

If you have answered ‘no’, please note that Tourism Australia and Austrade are not able to support competing Australian destinations in any bidding activity

Will the event attract 500 or more international visitors? . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No

If you have answered ‘no’, please note that due to the focus on international visitation to business events by Tourism Australia and on trade and investment outcomes for specific priority sectors by Austrade that will bring qualified buyers, only events with the greatest potential increase and impact on these priorities may be considered for support

Does the event intend on hosting less than 1,000 delegates? . . . . . . . . . . . . . . . . . . . . . . . Yes No

If you have answered ‘yes’, please note that events with the greatest economic value to Australia may be given precedence

The value of my event to the Australian economy is:

<$500,000 $500,001 - $2,500,000 $2,500,001 - $5,000,000 >$5,000,000

Please note that events with the greatest economic value to Australia may be given precedence

If you are in doubt as to whether your event meets the minimum criteria, please don’t hesitate to contact Tourism Australia at [email protected] for further assistance. If you have answered ‘yes’ to all the questions above, your event may be eligible for support. Please complete the support request form on the following pages.

13

Hobart Waterfront, Tasmania14

Attracting Business Events to Australia

Application contact details

Contact name: Organisation:

Address:

Email: Phone Number:

Event details

Event name:

Event date: Event duration:

Event location: Industry / sector:

Host organisation: Event organiser (if known):

Expected attendants: Domestic International

Estimated value: Deadline for receiving requested support:

Have you applied for support with any other agencies/sponsors for this event? Y N - If yes, please state

Agency / sponsor name: Date requested:

What support has been requested:

Please provide any known details of competitor destinations bidding for the event, if applicable

Does your event meet all the key criteria for support as outlined in page 13 of this document? YES NO

Please note, if you have answered ‘No’, your event may not be eligible for support

Applying for supportBidding for an event

Please refer to page 8 of this prospectus to understand the types of support available, then tick the applicable box below

Support - Letter/other media Support activities in-region Access to offices / staff

Support activities in Australia Other (please provide details below)

Marketing an event


Outreach to buyers Outreach to intermediaries Outreach to media

Hosting business matching or Other (please provide details below) Delegate boosting* buyer delegations

*Please refer to page 9 for details and time frames regarding Delegate Boosting support applications.

Support Request Form

15

Leveraging an event


Networking / introduction opportunities Case study Promotion post event

Other (please provide details below)

Details of the event seeking support

As a guide, below are some details which will help in assessing your request for assistance. We ask you to provide these details in order to ensure there is sufficient information on which to assess your request. You may provide additional information with this form, including Word documents, to support your request for assistance.

Provide details on the activities for which you are requesting support

Provide a brief overview of the event and its benefits to Australia, including but not limited to highlighting initiatives or areas in which there are ongoing benefits for investment, export, industry and education

Provide details of any potential community benefits in hosting the event in Australia, including proposed legacy progammes

Association bids – provide any known information on international bid decision making process

List other supporters - e.g. bid has the complete support of state government, city council, academia and the industry sector

Details of the person/ organisation the support should be addressed to.

About the event

Information on previous locations, event details, attendance numbers, relevance to key priority sector, potential to deliver benefit to Australia etc; You may provide additional information with this form, including Word documents, to support your request for assistance.

About the international association (if applicable)

Information on its role, purpose, structure and location, including any Australian connections or affiliations. You may provide additional information with this form, including Word documents, to support your request for assistance.

About the local association

Information on its role, purpose, structure and location, including any international connections or affiliations. You may provide additional information with this form, including Word documents, to support your request for assistance.

Industry priority sector information

Information on the industry sector the event relates to in Australia – its size, value, links and potential for legacy post-event. You may provide additional information with this form, including Word documents, to support your request for assistance.

Once completed, please sign your application form below and send it to Tourism Australia’s Business Events team. You are also welcome to send supporting documentation to assist with the assessment of this application.

Contact details

[email protected] Business Events Australia, Tourism Australia GPO Box 2721 Sydney NSW 1006

SIGNED: DATE:

By ticking this box, I agree that my information may be shared with Tourism Australia and Australian government departments for the purpose of assessing my application. I further acknowledge and agree that there is no guarantee or assurance that support will be made available under this or any other initiative, regardless of whether minimum criteria requirements have been met. I also acknowledge that Tourism Australia and Austrade reserve the right to determine where, when and how support may be offered.

16

Perth, Western Australia17

Attracting Business Events to Australia · of bidding, marketing and leveraging events. This guide...

Documents

Transcript of Attracting Business Events to Australia · of bidding, marketing and leveraging events. This guide...