Australia to promote its sweet temptations
Australia will appeal to the taste buds of international business visitors by launching a new campaign focusing on food and wine.
Tourism Australia acting managing director, Frances-Anne Keeler, said Australia was a global leader in food and wine experiences, destination choices and event spaces.
"It not only inspires those of us who live here, but also everyone who visits," she said.
Research conducted by BDA Marketing Planning for Tourism Australia confirmed that safety and security, excellent business event facilities, a range of quality accommodation, quality food, wine, and local cuisine were consistently top of the agenda for business events decision makers globally.
"Australia’s strong competitive advantage in the international market for corporate meetings and incentives, despite our distance from many of the markets and the associated costs, is something we can further capitalise on by continuing to punch above our weight in the experiences and service we deliver when delegates are here," Keeler said.
Business events currently contribute $13 billion annually to Australia’s visitor economy and have been identified as a critical sector for achieving the broader Tourism 2020 targets to grow overnight visitor expenditure to between $115 and $140 billion annually by 2020.
Ian Jarrett
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