The brand, which is distinct from the NTO’s leisure travel brand, was introduced to
delegates attending AIME 2008 in Melbourne last month.
Tourism Australia Tourism Events head, Joyce DiMascio, said more destinations than ever
were going after the business events dollar and Australia needed a strong positioning
to be able to compete.
Australia recorded a 10% increase in convention arrivals last year compared to 2006.
Overall business arrivals increased by 7% year-on-year.
New brand for Tourism Australia
MELBOURNE Tourism Australia has unveiled its new Business Events Australia brand to woo more meetings and incentive events to the destination.