Brisbane
I’m very pleased to open the 24th Meetings and Events Australia Conference.
The last time I had this pleasure was at the 23rd conference on 18 April 2010 in my home State of Victoria, in what was then the newest, largest and only 6 star energy rated Convention and Exhibition Centre in Australia.
We are here this evening in yet another Australian world class Convention and Exhibition facility, and I will be keen to see the opening of the new extension later this year.
I have no doubt you have been kept busy over the last 12 months with the strong recovery we’ve seen in the business events sector.
In 2009 we were still feeling the effects of the global financial crisis and business tourism expenditure was $7.9 billion.
In 2010 business tourism expenditure was $8.4 billion, a 7% rise on 2009.
I am told that the Brisbane Convention and Exhibition Centre is having the best year yet in terms of bookings and the management is very excited about the prospect for this increased business to flow on to the wider arts precinct in this beautiful location.
That’s a very good sign for Brisbane and the tourism industry as a whole.
MEA’s commitment to professional development and excellence turns the aspirations of the sector into the tangible results we see at countless business events.
I encourage you to make the most of the networking and development opportunities here.
Support for Queensland
I thank MEA for extending the early-bird registration fee support for Queenslanders who have been doing it tough.
The Australian Government is helping Queensland’s tourism industry to regain a strong footing after the flooding and cyclone damage.
We are working with the Queensland Government to provide a $12 million boost to the tourism industry, following the impact of the floods and Cyclone Yasi earlier this year.
Much of this investment will spread the word in key markets that Queensland is open for business.
A $400,000 radio and online advertising campaign, for example, is reaching out to millions of Chinese why there’s nothing like Queensland for an Australian experience.
As part of the support package, both governments have committed $1 million each to help tourism operators boost their businesses.
This support is happening through things like trade shows, technology workshops and trade advisory support.
Next month, for instance, two hundred Queensland tourism operators will embark on a Queensland on Tour Road-show through New South Wales and Victoria.
The five-day road-show will help stimulate travel to Queensland from the domestic market.
After all, domestic travel makes up 75 per cent of total visitation.
Business events snapshot
When you look at the broader picture across Australia, it’s already a positive one for the business events sector.
Last year, the sector recovered strongly from the impact of the global financial crisis.
There were more than 170,000 conference and convention arrivals to Australia.
There was strong growth from the United States of America – up by nearly a quarter.
China, Korea and Singapore rose even higher, while India topped the list with a rise of 56 per cent.
Recovery in one sector has a positive flow-on to others.
For example, industries that feature in the supply chain of business events, such as printing, catering, accommodation and transport, make up the whole business tourism experience.
However, Australia needs to remain competitive to in order to benefit from the strong growth seen in the global business events industry.
Tourism Australia has a goal for industry and government to work together to double Australia’s overnight visitor expenditure by 2020.
TA has delivered some ground-breaking marketing opportunities such as Oprah’s Ultimate Adventure and the YouTube Symphony Orchestra.
Business events are an important part of the 2020 Potential.
Business Events Australia is already putting Australia in front of international buyers as often as possible.
Business Events Strategy Implementation Group
MEA makes an impressive contribution to the business events industry, especially among young events professionals.
Young MEA, for example, encourages the development of professionals under the age of 27.
That’s why I appointed MEA to the Business Events Strategy Implementation Group, or BESIG.
I thank Linda Gaunt for her contribution to this group, particularly in driving the work on developing industry skills and training opportunities, and accreditation issues.
I’m very pleased with the role that BESIG played in bringing together the business events industry and the Federal Government to progress opportunities for the industry.
I’m also pleased that the business events industry is planning to work with some of the National Long-Term Tourism Strategy Working Groups.
These Working Groups are progressing important work under the Strategy.
This includes actions to address labour and skills shortages, the removal of regulatory barriers to tourism investment, improving the quality of tourism products and strengthening resilience.
This will help to address the supply side issues facing the tourism industry as a whole.
A collaborative approach will build a competitive, successful and sustainable business events industry.
Accreditation
In the longer term, we need to ensure the product we’re giving visitors is world-class.
Applications are open for a system that brings Australia’s many tourism accreditation programs under one banner.
The TQUAL mark is a national symbol of quality backed by the marketing power of Tourism Australia.
In turn, accredited tourism operators will stand out in an increasingly crowded market-place.
The Australian Government has committed $5.5 million to the new scheme over four years.
The TQUAL mark will be visible and credible.
Accredited operators can co-brand with the TQUAL mark and show consumers they are delivering on their promise of quality.
The TQUAL mark is the shop window of the National Tourism Accreditation Framework, the scheme developed by industry and governments across Australia to raise the quality of tourism experiences.
The Australian Tourism Accreditation Program and Ecotourism Australia are the first to sign up.
With millions of dollars waiting to publicise the TQUAL mark worldwide, I encourage all programs to be part of this industry-backed initiative.
Conclusion
Ladies and gentlemen, you are the can-do people of the business events sector.
In good times and bad times, you make events happen.
In partnership with the Australian Government, this vital sector of the tourism industry is once again making waves.
Thank you