| Journal: TWUK | Section: |
| Title: | Issue Date: 24/07/00 |
| Author: | Page Number: 24 |
| Copyright: Other |
Conference and incentive market
ATClooks to capitalise on Olympics exposure
Report by HELENCONWAY
THE AUSTRALIAN Tourist Commission is seeking to capitalise on publicity surrounding this year’s Olympic Games in Sydney by promoting the country’s appeal as a conference and incentive destination for next year.At a workshop in London on September 7, the ATC will bring together UK organisers with representatives of the Australian conference and incentive industry to highlight the country is a viable alternative to other destinations.
Sheila Ainscough, ATC manager for meetings, conventions and incentives in Europe, Middle East and Africa, said its strategy focuses on countering the perception that Australia is too far away to be considered as a potential conference or incentive destination for UK and European organisers.
“The average incentive programme is between four and seven days. Our primary strategy is to show that a seven-day visit to Australia is achievable,” she said.
Latest figures from the International Convention and Congress Association show Australia’s share of the global meetings market has grown from 3% to 7% since 1990.
At the London workshop – the venue has yet to be decided – the ATC will flag up the new hotels, conference venues and incentive opportunities which have opened in the run-up to this year’s Olympic games.
The commission will be working in partnership with the convention bureaus from around Australia under the Team Australia banner. New incentive programme ideas include a Sydney Harbour Bridge Climb or a chance to participate in a mini-Olympics at Sydney’s Olympic Stadium.
Ainscough said the UK market was so far showing a 36% increase in business for Australia this year. “This trend is expected to continue into next year, resulting from the increased profile gained from the games and the ‘See yourself in Australia in 2001 and Beyond’ campaign – based on next year’s celebrations marking the Centenary of Federation for Australia, ” she said.
Strategy: ideas for incentive programmes include a Sydney Harbour Bridge Climb and a mini Olympics