By Joyce DiMascio

All eyes are on the domestic market for the business events sector’s comeback and Tourism Australia will add its weight to boost the recovery by launching a new “demand driving” campaign.

In the new year, Tourism Australia will add to Business Events Australia’s (BEA) inaugural domestic partnership program which was launched during Covid with a campaign designed to inspire domestic decision-makers to start planning and delivering business events in Australia.

The campaign will promote the value of face-to-face events.

Penny Lion, executive general manager events at Tourism Australia said the bushfire crisis made for a tough start to 2020 and things had only become more challenging and complicated by the COVID-19 pandemic.

“With international business currently on hold, the recovery of Australia’s industry will be led by businesses and associations choosing to hold events in Australia,” she said.

“BEA is completing regular research to gauge the attitudes of Australian corporate decision makers towards planning and hosting domestic business events.

“Overall, there is optimism among Australian businesses about the resumption of domestic corporate events with findings indicating an upward trend in confidence and an increasing desire to get back to face-to-face events.”

The Business Events Boost Program had so far selected 86 projects for support. Penny Lion said Industry feedback has been overwhelmingly positive.