March 8, 2022 | By Bronwen Largier | Image: Tourism Australia

Tourism Australia’s four-day Business Events Australia Asia Showcase runs from today until March 11, facilitating virtual one-on-one meetings between 51 Australian sellers and 110 incentive and corporate planners from across China, India, Malaysia, Indonesia and Singapore.

The event kicks off today in China with the events in India, Malaysia, Indonesia and Singapore starting on Thursday and running through Friday.

In the four South and South East Asian markets, buyers are meeting in person in each country and having a welcome gala dinner as part of the event.

Australian sellers include hotels and venues alongside other Australian products and experiences for the incentive and corporate meetings market.

“The event will provide a platform for industry to connect, forge new relationships and build on existing ones,” said Tourism Australia’s executive general manager of commercial and business events Robin Mack.

“For the year ending December 2019, Australia attracted 314,000 delegates from Asia who contributed $1.45 billion in direct expenditure. Staying connected with our partners in Asia will ensure Australia remains top of mind for future opportunities – which will be critical to fast tracking the recovery of Australia’s business events industry,” he said.

According to the national visitation agency, Tourism Australia’s international reopening strategy for business events is focussed on conversion driving activities in the short to medium term as well as positioning Australia for longer term growth as a desirable business events destination in key international markets.

“We have maintained engagement with customers throughout the pandemic and with the recent reopening of Australia’s borders to fully vaccinated travellers, we have been quick to activate our reopening strategy to let the world know we’re back open for business,” said Mack.