Taking place from 8 to 11 March, Tourism Australia’s Business Events Australia Asia Showcase will see 51 Australian industry partners meet virtually and do business with 110 qualified incentive planners and corporate decision makers from across Greater China, India, Malaysia, Indonesia and Singapore.

The hybrid event will include one-on-one virtual appointments and group briefings where buyers can learn about new developments and infrastructure updates, while broadening their network of Australian industry contacts.

Industry sellers attending the event include Australia’s top destinations, hotels and venues, along with a range of unique products and experience, with the event providing a platform for industry to connect, forge new relationships and build on existing ones.

Pre COVID-19, business events was one of the highest yielding sectors of Australia’s visitor economy, with Asia being one of Australia’s most important markets for incentive travel.

“For the year ending December 2019, Australia attracted 314,000 delegates from Asia who contributed $1.45 billion in direct expenditure,” Tourism Australia executive general manager commercial and business events, Robin Mack said.

“Staying connected with our partners in Asia will ensure Australia remains top of mind for future opportunities – which will be critical in fast tracking the recovery of Australia’s business events industry.”

The event forms part of Tourism Australia’s broader reopening strategy for business events, which focuses on supporting conversion-driving activities that tap into short to mid-term business while positioning Australia for long term growth.

After what has been a challenging two years, Mack said the Showcase comes at an incredibly exciting time for Australia’s business events industry and signals an important step in the road to recovery.

“We have maintained engagement with customers throughout the pandemic and with the recent reopening of Australia’s borders to fully vaccinated travellers, we have been quick to activate our reopening strategy to let the world know we’re back open for business.”