Business Events Tasmania
Marnie Craig
Bringing High-Value Visitors to Tasmania
and Meetings Event (AIME) and the Worldwide Exhibition for Incentive Travel Meetings and Events (IMEX). This vital work was made possible through the additional $1.2 million in funding handed down from the Tasmanian Government in the previous budget.
With Hobart Airport’s newly strengthened runway now complete, Tasmania is gearing up to welcome future direct flights from key Asian markets such as Singapore, Hong Kong and mainland China. At Business Events Tasmania (BET), we’re preparing to fill flights with high-value incentive travellers to support our hospitality venues. Incentive travel is the fastest-growing sector in business events and the sector with the highest per-person spend. Globally, the market is worth more than $181 billion annually. In Tasmania, incentive travellers spend an average of $1,347 per person per day — significantly more than the typical leisure visitor. Capturing a larger portion of this market is key to our goal of increasing the annual value of business events in Tasmania from $199 million to $300 million by 2028. We’re not just growing the number of events we secure but targeting higher- value travellers to have the biggest impact across Tasmania’s hospitality industry. Earlier this year, we saw this potential in action when we welcomed 400 delegates from Amway China for a luxury incentive program. They visited in waves of 80, injecting an estimated $2.5 million in spend as they explored the state with packed itineraries throughout the entire month of April. To secure more events like Amway China and grow Tasmania’s share of the incentive market, we’ve been showcasing the state on the global stage at major tradeshows such as the Asia Pacific Incentives
A DELEGATE FROM AMWAY CHINA INCENTIVE EXPERIENCING THE DERWENT. PIC: AMWAY CHINA
As a new government forms and future budgets are determined, ongoing support for these activities will be essential. Continuing to build relationships, earn trust, and convert business is key to growing Tasmania’s share of the incentive market. This commitment ensures high-value business event travellers keep visiting the state and supporting our hospitality industry throughout the year. For more information, please visit our website or check out the latest edition of our Business Events Tasmania Magazine — showcasing our state and its venues to a global audience of business event clients.
43 Tasmanian Hospitality Review August/September Edition
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