2002 - 2003 Annual Report - Tourism Australia

Business Tourism
The role of the ATC in business
tourism is to position Australia as
a unique, desirable and achievable
destination for meetings, incentives,
conventions and exhibitions.The
Business Tourism unit promotes
Australia as a business tourism
destination through a range of
industry marketing campaigns.
These campaigns generate
awareness of Australia as
a great place to do business.
Highlights and activities
• Following the launch of the first
business tourism global brand
awareness campaign in 2001, the
second phase of the campaign
was launched in 2002 with the
objective of converting this interest
into business in the corporate
meetings and incentives markets.
The campaign has to date
generated four pieces of confirmed
business for Australia worth
AUD$845,000.
• Record numbers of
125 international delegates from
22 countries attended Dreamtime
2002, the ATC’s trade event for
the business tourism sector. Post
event business tracking showed
that delegates delivered over
AUD$11.2 million of confirmed
incentive business and an
evaluation report showed high
buyer satisfaction with the event.
The Dreamtime 2002 Visiting
Journalists Program generated
AUD$1.18 million worth of
editorial publicity.
• The Team Australia Business
Events Educational (TABEE) took
place in Thailand in March 2003,
celebrating its fifth year.The event
generated business valued at
AUD$2.28 million.
• The ATC hosted the first
dedicated Asian Corporate
Familiarisation with 12 potential
corporate customers from five
Asian countries travelling to
Australia.This event has to date
generated business valued at
AUD$2.6 million.
Promoting Australia as a business
tourism destination, the second
phase of the ATC’s business tourism
global awareness campaign was
launched in 2002
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