9. Business Events
Vision: Melbourne is a world class destination of choice
for business events which contribute and deliver high yield economic
returns to the Victorian economy.
Objectives
- Position Melbourne as a premier business events destination.
- Increase business event activity in regional Victoria.
- Maximise yield by achieving increased delegate and accompanying
visitor numbers, length of stay and expenditure.
- Develop new business event segments to broaden Victoria's
appeal to new target markets.
- Optimise new investment and infrastructure to attract business
events.
- Gain greater commitment and unity from all major stakeholders.
BACKGROUND
The business events market is very important to Victoria's economy
and contributes significantly to strengthening the brand and profile
of the State. It is the fastest growing segment of the tourism industry
according to International Visitor Survey research. Business events
are generally made up of meetings, incentives, conventions and exhibitions
(MICE). However, the corporate travel market is also an important
element of this segment as it impacts greatly on the development
of infrastructure and air services.
In addition to bottom line economic benefits, business events also
raise awareness of the host city, assist the expansion of export
markets, aid the exchange of expertise and generally support the
development of local and national industries. The importance of
the business events industry lies in its ability to create employment
and income, to increase foreign exchange earnings and stimulate
business activity within Australia and internationally. In addition,
it helps promote Australia as an international tourist destination.
Impacts on Victoria
Size of the Business Events Industry
The Bureau of Tourism Research (BTR) estimates that more than 1.7
million delegates spent nearly $1 billion in Victoria in 1999. The
key areas of expenditure were accommodation, registration fees,
food and beverages, shopping, entertainment and transport. Up to
50% of international delegates were also accompanied by a travel
companion.
Return Business
More than 50% of all business event delegates coming to Melbourne
plan to return to Melbourne/Victoria within the next two years for
the purpose of a holiday.
Employment
Business events enhance employment opportunities in a wide range
of industries, including restaurants, hotels and clubs, business
services, retail trade, insurance, printing, stationery, communication
and clothing. Some regional communities and local businesses rely
on the income generated by this segment.
International Business and Knowledge Profile
The business events industry (through Melbourne Convention and
Visitors Bureau) is working closely with the State Government to
assist in the identification and bidding for business events that
fit the State's priority industry sectors. This is very important
for attracting new investment and export development for the State.
Stimulation of business activity within and between countries helps
forge stronger business links and provides opportunities to promote
both the national interest and international cooperation.
Business events also provide the opportunity for access to new technology,
exchange of ideas, establishment of valuable business and professional
contacts and other socio-cultural impacts.
Community Development
Business events impact on a wide sector of the community both directly
and indirectly.
Regional Victoria has excellent potential to develop business from
pre and post conference touring, accompanying persons programs and
satellite meetings.
The establishment and progressive maturity of the Regional Victoria
Conference Group is providing valuable cooperative leadership and
marketing support to expand the benefits of business events in regional
Victoria.
Media and International Exposure
Victoria can draw a significant benefit from the media coverage
of business events before, during, and after they are held. Because
a conference or exhibition may enhance the tourism image of an area,
this image can have long term positive effects on tourism and tourism
investment.
The key industry representatives for the business events market
in Victoria are the Department of Tourism, Sport and the Commonwealth
Games (including Tourism Victoria), Department of Innovation,
Industry and Regional Development, Melbourne Convention and Visitors
Bureau, Melbourne Exhibition and Convention Centre, Regional Victoria
Conference Group and the hotel industry.
ISSUES
There is an opportunity to expand business events to contribute
to a more sustainable tourism industry. There is also a need to
focus on greater dispersal of business events to regional Victoria.
Business events can contribute to the international profile of
Victoria's priority industries including biotechnology, information
technology, manufacturing and service-based industries.
STRATEGIES
- Brand Melbourne as a successful business event destination
through targeted trade advertising and media activity.
- Encourage infrastructure development to increase Victoria's
capacity to host major business events, such as a plenary facility
for 5,000 delegates.
- Package appropriate city and regional Victorian product, and
develop targeted collateral to encourage pre and post touring
in Victoria.
- Develop relationships with key contacts in other Australian
cities to encourage delegates attending business events in other
states to travel to Victoria.
- Capitalise on promotion of business events in international
markets to promote Australia as an international tourism destination.
- Continue to support Melbourne Convention and Visitors Bureau
in increasing business event visitation to Victoria, and to maximise
yield by encouraging greater length of stay.
- Encourage the dispersal of business events activity throughout
regional areas of Victoria in cooperation with the Regional Victoria
Conference Group.
- Develop the capacity and cooperative marketing of regional
business events.
