A three-year joint initiative to increase the number and size of international association conventions being held in Australia is being launched by Tourism Australia, the Australian Association of Convention Bureaux (AACB Inc) and major convention centers across the country.

Robyn Hendry

The Team Australian Associations Project was unveiled at AIME (the Asia Pacific Incentive and Meetings Expo) by joint chairs of the Project Committee, Chief Executive of the Canberra Convention Bureau Robyn Hendry and the Head of Business Events Australia Joyce DiMascio, in the first of a series of industry briefings.

Joyce DiMascio

DiMascio said the Team Australia Associations Project is a shift in strategy for Tourism Australia to directly address the increasingly competitive market for association events.

“Almost $2 million is being invested over three years by the project partners to raise global awareness of what Australia has to offer as a business events destination,” DiMascio said. “A targeted marketing and communications strategy will be developed and delivered under the Business Events Australia brand with a focus on developing new business in emerging Asia Pacific markets. This joint project will bring more diversity into Tourism Australia’s business events marketing portfolio, increasing Australia’s resilience as a business events destination to combat the impact of changing global economic conditions.”

Hendry said the project brings the Federal Government and traditionally competitive state-based convention bureaus and centers together for the first time to highlight what Australia has to offer and the support available for event organizers. She said International Congress and Convention Association (ICCA) data values the global association events market in excess of $12 billion, with around 7,500 meetings held each year, noting that “while the number of international association meetings held in Australia has grown over the past decade, our market share has fallen as other countries have focused on the development of this market and now is the time to take a more united and strategic approach.”

“Australia has much to offer as a business events destination with world-class infrastructure, a solid track record, strong CSR credentials, a safe and appealing destination and world leadership in technological, medical and scientific achievements…For the first time we will have a united brand through which we can support local bids for major events and undertake delegate-boosting activities once events are secured,” she added.