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Business events research
Tourism Australia has recently conducted new international research that examines the ‘path to purchase’ behaviour of potential international association conference delegates and reveals the best channels and messages to use in order to convince them to travel to Australia for their association event.
A key insight from the research is that the conference website is the most important channel for delegates and it plays an integral role throughout the decision making process. By having informative and inspiring content on Australia on the conference website, it can greatly influence a delegate’s decision to travel.
The research also indicates that the ‘ideal’ conference for international delegates is one that balances professional outcomes with strong destination appeal. This is great news for Australia, as it competes strongly on the world stage, ranking #1 on scenery, sight-seeing, being a destination worth travelling to, and being an exciting destination for conferences.
A major international business events research project into how corporate business events decision makers view Australia, and the factors that motivate them to choose the destination for corporate events. The findings show that the perception of Australia as a quality destination is 'high' and that it rates extremely well from a business events perspective across 11 international markets.
For those who have visited, Australia delivered strongly. The raw appeal of Australia, its environment and its people along with specific business opportunities, service levels and above average business event facilities are all significant competitive advantages.
From business events trends to tips on planning a visit to market, Tourism Australia's dedicated business events market profiles provide key insights that will assist industry in conducting business in the China, New Zealand, North America and UK/ Europe markets. The business events market profiles are released bi-annually.