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Australia’s massive investments in infrastructure growth during the COVID-19 pandemic are paying off. New hotels and venues await business event attendees eager to experience Australian hospitality.
Miguel Neves
Australia has overcome the challenges of the COVID-19 epidemic and business activities are on the road to full recovery. The country’s focus on future-proofing and providing endless opportunities ensures Australia has a strong path to recovery.
Recovery from the pandemic will also require the resumption of leisure travel, especially from regions such as China. Robin Mack, executive general manager of Business and Business Events Australia, said the steady return of Chinese tourists was a positive sign, although down compared with the United States. He said that in 2019, 92.8% of the total tourists came from the United States, while tourists from China accounted for 45.8%.
The return of aviation is another key indicator of success. Mack said that Australia expects to reach 99% of its pre-epidemic capacity utilization rate by March next year, which is currently 88%. Specifically, for air travel to and from the United States, capacity is currently 71% and will reach 94% by March. Highlighting the remarkable recovery from the severe impacts of the coronavirus pandemic, Mack said: “Capacity building is already very much in place. It is gaining the momentum we need.”
Incentives
The Australian Business Events Bid Fund scheme – the destination’s subsidy fund – has delivered a major win for the country. “Since launching in 2018, we have achieved 114 wins worth A$855 million (US$550 million),” said Robin Mack, executive general manager of commercial and commercial events in Australia. He sees clear momentum, with 34 wins this year alone, which shows the strength of the incentive program.
During the COVID-19 pandemic, Australia invested heavily in infrastructure and achieved unprecedented growth. Mack noted that 206 new hotels have opened in the past three years. “The good news is it’s continuing, which is great,” Mike commented encouragingly on the ongoing infrastructure development.
New product highlights include the new W Hotel Sydney, The Ritz-Carlton Melbourne, Capella Sydney and the refurbished and expanded Cairns Convention Centre. Mike also shared his excitement for the opening of the Adelaide Marriott Hotel St. Regis Gold Coast and the Star Hotel Brisbane.
Australia’s study of consumer trends, the Consumer Demand Project (CDP) for Business Events, showed that budgets increased by 12 per cent and the country received the highest ratings for 22 attributes of incentive travel. Mike enthusiastically met the surge in demand, saying: “It’s great that they rated Australia in the top tier. We know the demand is there.”
Australia looks for opportunities amid disruption
The news that three national business events associations have merged to form the Australian Business Events Association (ABEA) has shocked the world. There were two other associations in the industry, but according to Mike, the move resulted in a well-received consolidation. “For us, it simplifies our job,” Mike reflects. Business Event Australia partners with ABEA on the Emerging Leaders Programme.
Australia’s sporting events calendar remains enviable despite the ongoing challenges of the Victorian government withdrawing from the next Commonwealth Games. The country recently co-hosted the FIFA Women’s World Cup with New Zealand. Several global sporting events have been confirmed, including two Rugby World Cups, a Netball World Cup and ultimately the 2032 Summer Olympics in Brisbane, Queensland.
The country continues to work on using these opportunities to promote itself. “We’re not promoting the event itself. When the world’s eyes are on these events, we’re promoting how we connect them to Australia. Meeting planners are still the leisure clientele. So they’ll see us The advertising around these events, if it goes well for us, it’s always a good sign for the destination,” Mike said.