Tourism Australia has released new international research – the Business Events Consumer Demand Project (CDP) – which indicates that despite the ongoing challenges of COVID-19, associations are optimistic about the industry’s future.
The CDP research surveyed 163 decision makers from the association sector in 11 of Australia’s key markets to better understand the perception of Australia as a business events destination.
While Australia is still considered a highly desirable destination, the main barriers to holding a business event in Australia remain distance, time and costs. An effective rollout of the COVID-19 vaccine was also the primary driver to event resumption for association decision makers.
The research suggests that organizations are ready to do an event of significance, once travel is unrestricted and events can freely take place, as an acknowledgment of all that’s happened and reflecting that a number of organizations will have the funds to do so from not running face to face events for some time.
Australia is well-poised to benefit from this sentiment – especially amongst those who see Australia as a bucket list destination.
Despite the challenges faced by the global business events sector, the research has shown that the sentiment is largely positive and optimistic for the future of the business events industry, with the majority of decision makers indicating that the number of events held post pandemic will be the same or greater and the available budget will increase.
“By understanding what influences decision-makers when choosing a destination for business events we can deliver strategies that capitalise on these factors and ultimately help secure more business for Australia once international travel resumes. This research is one of several projects Tourism Australia’s specialist unit, Business Events Australia, is delivering to help support recovery and Australia’s business events industry as it navigates the ongoing challenges of the global COVID-19 pandemic.” commented Robin Mack, Tourism’s Australia’s new head.
Findings from the research are available here.