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BUSINESS EVENTS TASMANIA Meredith Farrer Marketing and Communications Manager
A s shut-down restrictions gradually ease it is positive to see more and more Tasmanian businesses opening their doors to their new post- lockdown ‘normal’. Stories and examples of resilience and agility in the face of unprecedented devastation from every corner of Tasmania’s tourism industry are plenty, with many operators reopening to embrace the intrastate market while borders remain closed. With a focus on increasing the number of business events held in Tasmania once our borders have safely reopened, at Business Events Tasmania (BET), we spent the shut- down period working with our clients to facilitate the postponement of scheduled business events to retain Tassie’s market share. BET has been successful in retaining over 61 per cent of business events contracted for Tasmania throughout 2020. These events will now be held over 2021 and 2022, contributing to the recovery of not only Tasmania’s business events industry but our visitor economy more broadly. 12 per cent plan to go ahead as scheduled and only 27 per cent have cancelled. In a further display of optimism, BET has seen promising signs of industry recovery with increased requests for new sales proposals. Since April our sales team have completed 32 new proposals for future business events and have already secured three events for Tasmania next year. Tasmania’s strong brand position coupled with low rates of COVID-19 creates exciting opportunities within the business events market. Restrictions on international travel, and a reluctance to travel to major capital cities, makes Tasmania an appealing destination for the high yielding corporate incentive market that was traditionally outbound prior to the pandemic. Much of Tasmania’s product is a natural fit for the corporate incentive market rewarding high performing employees with travel and unique experiences. Already we are seeing an increased demand in this space with an expected 30 per cent increase in delegates coming
to Tasmania in February 2021 compared to the same month in 2019, with four times the number of room nights. Our team is working on new marketing and communications campaigns to target these emerging markets and secure further business events for Tasmania, and we are just putting the finishing touches on our new website for launch over the coming weeks. The website will give particular prominence to the unique Tasmanian experience, with the inclusion for the first time, of an ‘Eat + Drink’ section showcasing BET member businesses operating in the hospitality industry. Now more than ever with current travel restrictions, it is vital to provide user- friendly virtual experiences. With curated content and helpful tools for conference and event planners, the website will act as a central hub selling Tasmania’s unique business events offering online directly to our interstate target markets. The statistics on the economic value to Tasmania of high yielding delegates attending conferences and business events speak for themselves, making clear the importance of the role that business events will play in the post COVID-19 recovery. BET stands ready to work collaboratively with you to realise these opportunities when we open our borders to the interstate market.
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HOBART 28a Warwick Street, North Hobart, 7000 Ph. 6231 2055 E. hobart@tashotel.com.au
LAUNCESTON 3-5 Merino Street, Kings Meadow, 7250 Ph. 6344 5588 E. office@tashotel.com.au
DEVONPORT 7 Victoria Parade, Devonport, 7310 Ph. 6423 4222 E. devonport@tashotel.com.au
Lyndall Eastcoaster Tasmania Orford
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THA HOSPITALITY—REVIEW: SEPTEMBER 2020 | 50
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