Attracting Business Events to Australia A GUIDE FOR THE AUSTRALIAN BUSINESS EVENTS INDUSTRY
2 Cover Image: Melbourne, Victoria This page: Brisbane, Queensland
Message from the Managing Director of Australia The business events sector is a significant contributor to the Australian economy, and one that continues to grow from strength to strength. Recent research conducted by Australia underlines that we are seen as having not only excellent business events facilities and unique experiences for visitors, but that we are also recognised as having the raw appeal of our natural environment and friendly people to inspire travel to Australia. Australia offers high service levels and excellent infrastructure, and the quality of our accommodation, food and wine provide yet another dimension to the experience to ensure a wow factor for any event. Australia also offers the assurance of safety and security and a proven track record in delivering events, no matter their size. Attracting Business Events to Australia - a Guide for the Australian business events industry, provides a clear and concise resource for industry to understand how and when to seek the support of Australia and Austrade in the three key areas of bidding, marketing and leveraging events. This guide also provides details on minimum criteria requirements and what support may be available to industry. Australia is a place of fresh thinking and innovation, where a can-do attitude prevails. This natural optimism, creativity and unquenchable desire to succeed has seen the Australian business events industry flourish and we look forward to even greater success in the future. As the agency with responsibility for promoting Australia to visitors around the world, Australia is pleased to be working with Austrade and the industry on this initiative to attract more business events to Australia. John O Sullivan Managing Director, Australia 3
The Role of Government Agencies Australia and Austrade can support the Australian business events industry to attract, market and leverage even more business events to Australia. Please take the time to read through this section to understand the role of each agency in assisting with this work. What is the role of Australia? Originally established as the Australian Tourist Commission in 1967, Australia is an Australian Government statutory authority formed under the Australia Act 2004. It is governed by a Board of Directors that reports to the Australian Minister for Trade and Investment. Australia has a strong reputation for developing innovative tourism marketing campaigns, and has built one of the world s most admired and desirable destination brands. Australia s role is to grow demand for both leisure tourism and business events and support the tourism industry to increase visits, dispersal and economic value. These efforts are underpinned by the Australian tourism industry s 2020 strategy which seeks to grow overnight tourism expenditure to between $115 billion and $140 billion annually by 2020 (up from $70 billion in 2009). The 2020 targets are shared by the Australian tourism industry and Australian, state and territory governments in an effort to maximise tourism s economic contribution to the Australian people. Specifically for Australia, the 2020 goal drives its international marketing efforts to attract high yielding leisure and business events customers. Australia achieves this by: Staying focused on the target customer in the markets offering the best opportunities for Australia Delivering initiatives that drive yield and increased spend Ensuring partnership activities are centred on the consumer, while delivering value to Australia and its partners - placing an emphasis on executing projects in an open, collaborative and achievement oriented environment Finding efficiencies to maximise the marketing opportunity for Australian tourism. What is the role of Australia s Business Events Australia unit? Australia s specialist unit, Business Events Australia, delivers partnership marketing and trade programs exclusively in the international business events market, targeting corporate meetings, incentives, exhibitions and association events for Australia. The team is represented in core markets around the world to present the best of Australia to potential clients. Requests for information from Australia should be directed to the Business Events Australia unit at bea@tourism.australia.com. What is the role of Austrade? The Australian Trade Commission (Austrade) is the Australian Government s international trade, education, investment promotion agency and has responsibility for tourism policy and research. It is a vital component in the promotion of the Government s open for business message internationally. Austrade contributes to Australia s economic prosperity by helping Australian businesses, education institutions, associations, and governments as they develop international markets, win productive foreign investment, promote international education, and strengthen the Australian tourism industry. Austrade achieves this by: Generating market information and insight Promoting Australian capabilities Developing policy Making connections through an extensive global network of contacts Leveraging the badge of government offshore Providing quality advice and services. For further information on the work of Australia and Austrade, please visit; Australia www.australia.com/businessevents Austrade www.austrade.gov.au 4
Adelaide, South Australia 5
TRADE AND INVESTMENT PRIORITY AREAS 2016-17 Austrade s trade and investment facilitation strategies are focused around the following priority areas. Requests for support will be considered based on alignment with these sectors and available resourcing. TRADE PRIORITY SECTORS Food and Agribusiness Premium Australia Food Food Security Advanced Manufacturing Aerospace GVCs Emerging Marine Hubs & GVCs Automotive OEM & Aftermarket GVCs Infrastructure Transport Solutions Future Cities Resources and Energy METS GVCs Oil & Gas GVCs Renewables International Health Intelligent Health Solutions Senior Health & Living Services & Disruptive Technologies Financial Services Leading services, technologies and innovation across the Division Please Note: Each Austrade offshore office focuses on specific priority industries (not all industries are covered in each country). Each industry sub-sector also contains specific focus points. Requests will be considered based on available resourcing and alignment with industry/market priorities. Inward Investment Priority Sectors The Australian Government welcomes foreign investment, and Austrade works to inform investors about growth opportunities in five priority sectors which play to our strengths, jointly agreed by Australian and state and territory governments. Agribusiness and Food Resources and Energy Major Infrastructure Advanced Manufacturing, Services and Technology Infrastructure. For more information visit: www.austrade.gov.au 6
Canberra, Australian Capital Territory 7
BIDDING FOR AN EVENT When bidding to host a business event in Australia, Australia and Austrade can support the Australian industry in a number of ways. These might include a letter of support for inclusion in the event bid pack, or advocacy on behalf of an event bid in markets where a Trade Commissioner and/or Australia representative is co-located with the event organising committee. POTENTIAL ASSISTANCE RESPONSIBILITY NEXT STEPS Support for the bid, as appropriate, Austrade Support request form from the Minister for Trade and Investment or relevant government representative. Can include letters or other support messages relevant to the bid Information to support the event bid, in order to assist with strategic Austrade Visit the Austrade website www.austrade.gov.au planning. May include details Austrade staff in-region of Australia s trade relations, can assist with further key dates of upcoming activity, information if required and information on trade sector performance, cultural or economic considerations Introductions to relevant Australia staff who may provide assistance with the in-market bid process for supported events Access to business events and Australian trade related promotional material, research, statistics and assets which will assist the bid Assistance to identify key decision makers and or influencers who can potentially be approached to deliver advocacy for events Representation at in-market event bid presentations where an Ambassador or Trade Commissioner is co-located with the event organising committee Information on visas and application process Please note, Austrade and Australia are not responsible for visas to Australia. Event organisers may need to issue visa invite letters for some delegates. Please visit www.immi.gov.au for further information on visas Australia Australia and Austrade Australia Department of Foreign Affairs and Trade (DFAT) and Austrade Department of Immigration and Border Protection Support request form Visit the following websites for assets and collateral: www.australia.com/ businessevents www.images.australia.com www.video.australia.com www.austrade.gov.au www.ibrand.australia.com www.tra.gov.au Support request form Support request form Visit www.immi.gov.au 8
MARKETING AN EVENT When marketing an event to international markets, Australia and Austrade can support the Australian industry in a number for ways, for example; Australia may partner with industry to provide marketing assistance to position Australia as a desirable destination and drive higher visitor numbers. Some expenses related to bringing international customers/buyers to Australia may be eligible for partial re-imbursement under Austrade s Export Market Development Grants Scheme. Visit www.austrade.gov.au/emdg for further information POTENTIAL ASSISTANCE RESPONSIBILITY NEXT STEPS Outreach or dissemination Austrade Support request form of information to qualified buyers to encourage participation as visitors at supported events Utilisation of relevant online channels and networks to promote supported events to qualified buyers and delegates, such as social media or inclusion in email communications and newsletters Australia and Austrade Support request form Amplification of key messages for supported events through international media via public relations initiatives Participation in Australia s Advance Program, in order to increase the international profile of the event and drive higher attendance Access to images, video, content and collateral to assist with the marketing of supported events Australia Australia Australia and Austrade Support request form For the Advance Program application form, please contact bea@tourism.australia.com Visit the following websites for assets and collateral: www.australia.com/ businessevents www.images.australia.com www.video.australia.com www.austrade.gov.au www.ibrand.australia.com 9
LEVERAGING AN EVENT When seeking to leverage an international event in Australia, Australia and Austrade can support the Australian industry in a number for ways. Australia could partner with industry to provide marketing support to assist with maximising the event opportunity for Australia, or additionally could use successful events as case studies to support future bids. POTENTIAL ASSISTANCE RESPONSIBILITY NEXT STEPS Information on Austrade industry and market initiatives to identify alignment with supported events Austrade Support request form Potential networking and business-matching events during supported activities to bring together Australian industry and government with international delegates and decision makers Creation of event case study collateral in various formats to highlight the success of the event and leverage this to market Australia s capabilities in key priority sectors Assistance with the potential development of pre and post touring activities to drive length of stay and economic benefits to Australia from supported events Potential access to relevant online channels and networks for the promotion of supported events Austrade Australia Australia Australia and Austrade Support request form Support request form Support request form Support request form 10
Darwin, Northern Territory 11
NEXT STEPS 1. Please take the time to familiarise yourself with this document prior to completing your application for support. It describes where, when and how Australia and Austrade will consider offering support and the minimum criteria that must be satisfied before they will do so. 2. Please be aware that submitting a request for support, regardless of whether the minimum criteria are satisfied, does not ensure that support will be made available under this or any other initiative. Australia and Austrade, at their discretion, will determine where, when and how support will be offered and provided. 3. Complete the checklist Does my business event qualify for government support? in order to understand the key requirements for any event seeking support. 3. Australia will be the initial point of contact for any requests for support, and will manage the assessment process, including communications to Austrade regarding applications. 4. To apply for support, please fill out the attached application form and return it to bea@tourism.australia.com for assessment. 12 Sydney, New South Wales
DOES MY BUSINESS EVENT QUALIFY FOR GOVERNMENT SUPPORT? The checklist below provides industry with a simple guide to understand which events meet the minimum criteria for support. Please note that whilst all requests will be managed on a case by case basis, as a general rule there are certain requirements that the event should meet in order to request support. Please note that submitting a request for support does not guarantee that this support will be made available. Is the support requested needed within the next three months?... Yes No If you have answered yes, please note that due to timelines for delivery of support, it may not be possible for the application to proceed in time for your requirements Does the event align with the Australian Government s priority industry sectors listed in this document?... Yes No If you have answered no, please note that applications that align with the Australian Government s priority industry sectors will be given precedence If you are bidding for an event, are you the only Australian destination bidding to secure the event?... Yes No If you have answered no, please note that Australia and Austrade are not able to support competing Australian destinations in any bidding activity Will the event attract 500 or more international visitors?... Yes No If you have answered no, please note that due to the focus on international visitation to business events by Australia and on trade and investment outcomes for specific priority sectors by Austrade that will bring qualified buyers, only events with the greatest potential increase and impact on these priorities may be considered for support Does the event intend on hosting less than 1,000 delegates?... Yes No If you have answered yes, please note that events with the greatest economic value to Australia may be given precedence The value of my event to the Australian economy is: <$500,000 $500,001 - $2,500,000 $2,500,001 - $5,000,000 >$5,000,000 Please note that events with the greatest economic value to Australia may be given precedence If you are in doubt as to whether your event meets the minimum criteria, please don t hesitate to contact Australia at bea@tourism.australia.com for further assistance. If you have answered yes to all the questions above, your event may be eligible for support. Please complete the support request form on the following pages. 13
14 Hobart Waterfront, Tasmania
Support Request Form Attracting Business Events to Australia Application contact details Contact name: Organisation: Address: Email: Phone Number: Event details Event name: Event date: Event location: Host organisation: Event duration: Industry / sector: Event organiser (if known): Expected attendants: Domestic International Estimated value: Deadline for receiving requested support: Have you applied for support with any other agencies/sponsors for this event? Y N - If yes, please state Agency / sponsor name: Date requested: What support has been requested: Please provide any known details of competitor destinations bidding for the event, if applicable Does your event meet all the key criteria for support as outlined in page 13 of this document? YES NO Please note, if you have answered No, your event may not be eligible for support Applying for support Bidding for an event Please refer to page 8 of this prospectus to understand the types of support available, then tick the applicable box below Support - Letter/other media Support activities in-region Access to offices / staff Support activities in Australia Other (please provide details below) Marketing an event Please refer to page 9 of this prospectus to understand the types of support available, then tick the applicable box below Outreach to buyers Outreach to intermediaries Outreach to media Hosting business matching or Other (please provide details below) Delegate boosting* buyer delegations *Please refer to page 9 for details and time frames regarding Delegate Boosting support applications. 15
Leveraging an event Please refer to page 10 of this prospectus to understand the types of support available, then tick the applicable box below Networking / introduction opportunities Case study Promotion post event Other (please provide details below) Details of the event seeking support As a guide, below are some details which will help in assessing your request for assistance. We ask you to provide these details in order to ensure there is sufficient information on which to assess your request. You may provide additional information with this form, including Word documents, to support your request for assistance. Provide details on the activities for which you are requesting support.provide a brief overview of the event and its benefits to Australia, including but not limited to highlighting initiatives or areas in which there are ongoing benefits for investment, export, industry and education.provide details of any potential community benefits in hosting the event in Australia, including proposed legacy progammes Association bids provide any known information on international bid decision making process.list other supporters - e.g. bid has the complete support of state government, city council, academia and the industry sector Details of the person/ organisation the support should be addressed to. About the event Information on previous locations, event details, attendance numbers, relevance to key priority sector, potential to deliver benefit to Australia etc; You may provide additional information with this form, including Word documents, to support your request for assistance. About the international association (if applicable) Information on its role, purpose, structure and location, including any Australian connections or affiliations. You may provide additional information with this form, including Word documents, to support your request for assistance. About the local association Information on its role, purpose, structure and location, including any international connections or affiliations. You may provide additional information with this form, including Word documents, to support your request for assistance. Industry priority sector information Information on the industry sector the event relates to in Australia its size, value, links and potential for legacy post-event. You may provide additional information with this form, including Word documents, to support your request for assistance. Once completed, please sign your application form below and send it to Australia s Business Events team. You are also welcome to send supporting documentation to assist with the assessment of this application. Contact details bea@tourism.australia.com Business Events Australia, Australia GPO Box 2721 Sydney NSW 1006 SIGNED: 16 By ticking this box, I agree that my information may be shared with Australia and Australian government departments for the purpose of assessing my application. I further acknowledge and agree that there is no guarantee or assurance that support will be made available under this or any other initiative, regardless of whether minimum criteria requirements have been met. I also acknowledge that Australia and Austrade reserve the right to determine where, when and how support may be offered. DATE:
Perth, Western Australia 17