FRANKFURT Tourism Australia announced an updated plan to target the association market at IMEX in Frankfurt last month.

Julie Sheather, Australia Associations project manager, said: “We are inviting associations to discover what they don’t know about meeting in Australia and how our expertise can help them deliver deeper and more relevant programs for their members.”

The Team Australia Associations Project is a three-year, US$1.5 million joint Initiative between Tourism Australia, the Australian Association of Convention Bureaux and major convention centres across the country.

Outgoing head of Business Events Australia, Joyce diMascio, said: “Our goal is to broaden the image of Australia as it relates to business meetings and to highlight a more diverse image of contemporary Australia including our tremendous strengths in innovation and invention.”