Australia a world leader when it comes to attracting conferences from overseas
The research was completed by Tourism Australia to assist Australian businesses attract higher delegate numbers to conferences. The research examines the “path to purchase” behaviour of potential international association conference delegates to help industry understand the best channels and messages to use in order to convince them to travel to Australia for their association event.
The research found most potential delegates seek some kind of balance between business and leisure, both from the conference and the activities surrounding it. Respondents said the ideal conference is one that balances professional outcomes with strong destination appeal.
Australia competes strongly on the world stage in most areas, ranking #1 on scenery, sight-seeing, being a destination worth travelling to and being an exciting destination for conferences. Destination appeal is judged on a wide range of factors, including leisure options, the weather, food and drink, activities, history, culture and iconic attractions. Australia offers high appeal to international delegates, with many choosing to extend their stay and bring partners and family members with them to experience the destination.
Australian conferences compared favourably with other destinations, with a rating of 8.3 out of 10 versus the global average of 8.1, while 22 per cent of respondents rated Australian conferences 10 out of 10 versus the 16 per cent global average. Nine out of 10 (93 per cent) of respondents said they would probably or definitely consider attending a conference held in Australia compared to one a similar distance away.
Australia is viewed as having some highly developed areas of expertise, including in healthcare sciences, influencing attendance to these conferences when held in Australia. This is offset by a perception that Australia does not produce or attract world-class business leaders – which can lead to conferences held in Australia being considered as less international in their content and attendees.
The full research can be seen here.