Many factors go into the decision-making process when selecting a destination for a conference or incentive. Government assistance and ease of travel are obvious areas of concern for business event planners. 

Now a survey conducted by Business Events Australia (BEA) has added a credible new option when choosing a destination – investment in infrastructure.

BEA’s survey results shows that Australia has recently invested US$7.3 billion in events infrastructure. The survey covered convention centres, venues, accommodation and incentive infrastructure. Transport infrastructure was also assessed, but its value was not included and thus makes the multi-billion dollar sum even more impressive.

Highlights of the investments include the new Darwin Convention Centre, the new Melbourne Convention and Exhibition Centre, and Doltone House, a new eco-friendly function centre and meeting facility on Sydney’s waterfront. There are also dozens of other examples from each city and state in the country.

Global marketing
The survey’s results are no accident. BEA is using them to help encourage business events groups to book their next event in Australia.

Joyce DiMascio, head of Business Events Australia, says: “The initial concept was to impress Asian business events buyers with solid evidence of Australia’s improvements and investments in events infrastructure. I am a firm believer in using evidence to inform our marketing and keeping things simple. US$7.3 billion in new infrastructure speaks for itself.”

DiMascio says Tourism Australia has previously been too conservative about promoting the strength of its infrastructure and the benefits and convenience it can bring international business events groups.

As an example, she says that one of the unique selling points of Australia’s convention centres is that they are in the centre of the major cities. “Delegates can meet centrally in a world-class facility and stay in hotels that are mostly within walking distance to the venue,” she says.

Regional response
Asian buyers that CEI Asia spoke to were impressed with the formal survey results. MY Chung, operations manager – MICE, for Westminster Travel Hong Kong, says: “Some of our clients already know the venue they want before they call us, but we also rely on the convention bureaux and Business Events Australia to present us new and interesting venues.”

Chung says that despite the good facilities, distance is often an issue for his clients. “Most companies can only allow four to five days for off-site events,” he says. “If they fly to Australia they will take up more travel time, so is it worth it for them? However Cairns is one Australian destination that has great facilities and infrastructure, and which fits the bill because it is only six hours from Hong Kong.”

Budget is another concern for some companies. “In the end, everything depends on the client’s budget,” says Chung. “Australia could have all the right attributes in terms of great venues, but if the client doesn’t have an office there, or the budget is tight, then it doesn’t matter to the client.”

Destination selection
Gordon Zhu, director of MICE at Xian Everbright International Travel Service, agrees. “It is also important for us to match our destination selection to areas that have industries similar to our delegates’ interests,” he says.

However, Zhu has a different concept of travel. “We take groups of 20 to 30 to Australia. It is such a short distance for us compared to Europe and the US, plus it is a similar time zone. Our main selection factors for a destination are convenience, business potential for conference delegates and safety. Australia succeeds in all these areas.”