Australians raise profile with corporates in Asia - Sep 01

By Stephanie Roberts HONG KONG Following the first-time attendance of corporate end-users to this year's Dreamtime incentive travel trade show in Sydney, the Australia Tourist Commission (ATC) will introduce familiarisation trips for corporates in conjunction with Dreamtime 2002. "I am targeting ten to 15 potential corporate end-users from Asia," ATC regional manager north-east Asia Mr Johnny Nee said. Mr Nee stressed the importance of educating the Asia corporate market directly to increase the number of conference and incentive groups from the region. "The key challenge for us is to expand Asia's corporate knowledge of Australia," he said. "Taiwan is one destination we believe shows potential for the incentive market so we will increase our spend in incentive development there, particularly from corporate buyers. "We are launching direct-marketing campaigns in September and March 2002, which will target 700 corporate buyer prospects." Mr Nee admitted a further challenge for the ATC was to overcome the strong influence travel agents in Asia still had on corporate buyers. "Travel agents don't really organise a true incentive," he said. "One barrier we face from Asia is the perception of the cost of using an incentive house. We have to get the message to the buyers that a proper incentive and using an incentive house is not a huge cost," he said. Mr Nee added the ATC would continue to use the Team Australia format to educate the Asian market. "However, it is important we also enlighten the Australian conference and incentive industry on the needs of the Asian market," he said.