The Australian Tourist Commission is launching a campaign aimed at the European business travel and incentive market beyond 2000.
Called New Century, New World, Australia 2001, the campaign is designed to position the country as a leading international business travel destination for the next century.
It was launched nationally in Australia last year and had a very positive impact in its home market, according to Rosemary Ryan, ATC manager meetings, conventions and incentives for Europe, South Africa and Middle East.
“The campaign aims to capitalise on growing international interest in Australia by encouraging international businesses and government to meet in Australia in 2001,”she said.
“We will assist qualifying companies that agree to stage an international meeting in 2001, with a range of promotional assistance, discounts and incentives.”
The campaign will be launched internationally at the European Incentive and Business Travel Market which runs for three days in Geneva, starting tomorrow.
The campaign will run for five years during which time just over £2m will be invested. It is being co-ordinated jointly by the ATC, Australian Convention Bureaux and Qantas to coincide with the Centenary of Federation celebrations in 2001.
According to latest figures, the meetings industry generates over £1bn each year for the Australian economy. Research has also found that international convention delegates spend up to eight times more per day during their stay than the average visitor.
The ATCsaid Australia ranks third in the world as an international meetings destination for associations, behind the USand UK. Sydney was also named the most popular destination worldwide for conventions according to the International Congress and Convention Association.