Building a bright future for business events in Tasmania
STUART NETTLEFOLD Business Events Tasmania CEO
Those lanyard-wearing conference delegates swarming around Hobart’s waterfront or wandering through Launceston are widely regarded as the most desirable visitors in the world. Research by Business Events Tasmania (BET) shows conference delegates are the highest spending contributors to Tasmania’s visitor economy, spending more than double that of a leisure traveller each day. They stay for an average of just over five and half days which includes pre- and/or post-conference touring into the regions. Sixty three percent are likely to return for a holiday in three years and nearly all conference delegates - an impressive 96% - would recommend Tasmania as a place to visit. Such powerful advocacy is feeding the sector’s growing success. Based on the latest Tasmanian Visitor Survey (YE December 2017) the business events sector generated $119 Million in direct spend to the Tasmanian economy in 2017. Most of conference activity occurs in the shoulder and winter periods, contributing to the accommodation and broader sector and importantly underpinning the viability of air access into the State outside the peak season. Identifying business events and winning them to Tasmania are the primary functions of BET, the state’s peak sales and marketing body for business events; an incorporated not for profit organisation governed by a nine-member Board of Directors, funded in part by State and Local Governments and a membership base.
In recent years BET has successfully broadened the conversation from the sector’s contribution to the visitor economy to include the wider benefits to the knowledge economy of Tasmania’s industry, educational and research organisations. Conference connections and benefits underpin knowledge creation and exchange, attract global talent, encourage trade and investment, nurture collaboration, foster innovation and provide social benefits. While the direct economic benefit to Tasmania is obviously of high importance, these less visible benefits must not be overlooked and often the most important legacies of business events can be felt long after these high-yield visitors have departed. To further foster these benefits, an important initiative has been the establishment and success of BET’s Tasmanian Ambassador Program, with The Honourable Will Hodgman MP, Premier of Tasmania as patron. The Tasmanian Ambassador Program has helped Tasmania secure many strategic national and international conferences in partnership with our ambassadors and local hosts. Examples of BET’s ambassadors are Jan Davis (a thought leader in the Agriculture sector), Alistair Townsend (a dedicated health professional), Associate Professor Irene Penesis (an innovative Scientist at the Australian Maritime College) and Professor Gretta Pecl (a passionate marine scientist). Their generosity and support have helped reaped substantial rewards for the state.
June 2018 www.tha.asn.au
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