June 29, 2022 | By Joyce DiMascio

Cairns has launched a new campaign designed to broaden its image beyond its traditional and iconic business events experiences.

In the campaign, Cairns Convention Centre is putting the spotlight on agribusiness, tropical health, aviation, life sciences, renewable energy, education and tourism.

It’s part of a growing trend across the nation for business events destinations to tell a deeper, richer story about the industries which underpin their economies and the locals driving world-class innovation. The Gold Coast also recently launched a new campaign with this intent and Tourism Australia’s specialist business events unit, Business Events Australia, which has been plying this angle for years, launched a video series telling these stories in 2021.

Cairns Convention Centre general manager Janet Hamilton said Tropical North Queensland was widely known for its unique natural assets but they now wanted to also highlight the knowledge held in the region.

“We are very fortunate to be surrounded by the Great Barrier Reef and Wet Tropics Rainforest, but we also have much more to offer business events in regard to our local expertise in a range of areas,” she said.

“For example, Cairns is home to the Australian Institute of Tropical Health and Medicine which is responsible for a range of research projects, from new tests to detect malaria, through to exploring how venom could help develop new life-saving drugs.

“Agribusiness is another sector that would benefit from hosting events in the region. Delegates can benefit hugely from our local agribusiness industry and how it is utilising research and innovation to maximise growth opportunities. From the world’s first banana-based flour and the $173 million avocado industry to the ground-breaking research carried out by the Centre for Sustainable Tropical Fisheries and Aquaculture, there’s so much for delegates to experience.”

The campaign includes a suite of marketing content delivered via videos and factsheets. It features the key industry sectors for the region which have the potential to drive business events opportunities. Cairns Convention Centre has also launched an international digital campaign highlighting the research projects, innovation and experts that are producing ground-breaking work.

The campaign is supported by funding through Tourism Australia’s Advance Program, which partners with industry to deliver marketing projects focussed on international business events attraction.