Under the Memorandum of Understanding (MOU), Tourism Australia and Singapore Airlines will jointly deliver a range of marketing and promotional trade activities within Asia and the United Kingdom to promote Australia as the ideal destination for business events. The activities will highlight Australia’s strengths as a world class business events destination including its iconic and diverse landscapes, award winning venues, unique experiences and friendly people with fresh perspectives.
Prior to the pandemic business events was a strong performing sector for Australia with 1.04 million arrivals, spending A$4.5 billion for the year to 31 December 2019.
The announcement complements recent Tourism Australia initiatives in the business events sector, including the new business events brand campaign, There’s Nothing Like Australia for Business Events, which was recently rolled out in Greater China. The campaign features a new creative strategy that shows how Australia has everything you would expect from a business event destination, plus so much more.