Every day, Australia’s business events sector brings together thousands of people at meetings, Over 38 million incentives, conventions and exhibitions. people attended Business events stimulate the visitor economy; more than however, their impact is much more far-reaching. 429,500 business We invite the Australian government to support events across Australia between the business events industry and get behind this 2 mighty economic powerhouse. 2015-2016

Business events are major drivers of the These DIRECTLY Australian economy, generating jobs for life, generated: international trade, investment and both regional and national economic development. We are on 193, 203 direct jobs the precipice of major growth opportunities. (2% of Australia’s working population)

We must act now. $30.2 B in direct expenditure The business events1 industry is a dynamic, organised and a vital element of the visitor economy. It stands on its own two feet as a major contributor to Australia’s $13.9 B in direct GDP and enables significant commercial opportunities, jobs and contributes to value added our reputation as a progressive, innovative and successful nation with which to do business. $24.9B in total The industry actively extends the government’s investment in hospitality, transport and economic contribution tourism into real dollars for communities across Australia’s cities and regional areas. (GDP) Around the world, governments are investing in business events to attract trade, investment and talent. Globally, the business events sector is forecast to grow at 4% and for years has outstripped GDP2. We were once in the lead, but we are now getting left behind.

1 Business events are any public or private event consisting of a minimum of 15 people with a common interest or vocation and hosted by an organisation. They include conferences, conventions, symposia, congresses, incentive groups, trade shows, exhibitions and corporate retreats - The Value of Business Events to Australia, Ernst Young, 2015 2 The Value of Business Events to Australia, Ernst Young3, 2015 https://www.iccaworld.org/ Supporting the jobs of today, generating and securing the jobs of the future

BUSINESS EVENTS SECTOR: NEW POLICY FRAMEWORK DECEMBER 2017

REPORT PREPARED BY: About BECA

The Business Events Council of Australia (BECA) was formed in 1994 as a peak industry body for the business events sector to liaise with the federal government and relevant agencies on matters common to all segments of the business events sector.

The Council provides a formalised It is BECA’s role to develop business Business Events Council of Australia umbrella structure for the key industry events sector positions on issues of (BECA) associations operating in the Australian common interest, and communicate business events sector. BECA’s those views to government and relevant GPO Box 777 members are: agencies. BECA also provides a Melbourne, VIC 3001 forum for the industry associations to www.businesseventscouncil.org • Association of Australian Convention exchange information and cooperate Bureaux (AACB) on appropriate matters, with a view to • Australian Convention Centres Group strengthening and growing the business (ACCG) events sector in Australia. • Exhibition and Event Association of Australasia (EEAA) • International Convention and Congress Association (ICCA) - Australian Chapter • Meetings and Events Australia (MEA) • Professional Conference Organisers Association Inc (PCOA)

Business Events Council of Australia 2 Executive Summary

With an overarching theme of Supporting the jobs of today, generating and securing the jobs of the future, this policy framework establishes a new rationale and fresh initiatives for Australia’s business events sector.

The business events sector is much five policy pillars that will establish the investment opportunities that have more than a contributor to Australia’s business events as a platform for been identified in the sector. visitor economy, but its potential is too supporting and developing new jobs often not acknowledged and is not and industries in Australia. Notwithstanding some strengths, being actively supported and developed. Australia’s competitive position in The incredible value proposition of the Governments around the world are a globally growing business events business events sector vis-a-vis other choosing to prioritise investment in the sector is eroding. The global business industries is that it is both a large and business events sector because of high events sector is developing at an growing industry in its own right but also yield returns and the long-term benefits unprecedented rate, but Australia is not a powerful enabler of others. Across from growth in the visitor and knowledge- benefiting to the level it should. In this many disciplines and sectors, business based economies. While technology has context and to realise the potential from events can be a knowledge translation disrupted many industries, the premium ongoing diversification of the economy, tool, a bridge between research and on face-to-face contact for business has the framework presents the case for ideas on one hand and real-world never been higher. There is a reported government investing in a Growth practice or business on the other. wall of money lined up to invest in the Facility to support business events in a business events sector. At present, there more targeted, coordinated and effective This framework looks beyond the is more money available in some of the way and enhancing the Growth Centres impacts on the visitor economy, defining world’s biggest private equity funds than industry development model.

Amongst other measures, a new business diplomacy initiative is proposed to align with and support the government’s international diplomatic efforts to more closely engage with the private sector, the business community, Business events are increasingly being used by and non-government organisations. Importantly, this new policy framework many countries as strategic tools for attracting highlights the commitment by the business events sector to step up with trade, investment and global talent to help grow a stronger more aligned leadership and an ongoing long-term strategy. key pillars of their economies. The business events sector is poised to deliver great prosperity to the nation and because Australia’s key growth industries are regionally based, leverage the strengths of the regions.

Business Events Council of Australia 3 Introduction

Business events (BE) make a significant contribution to the Australian economy, our cities and regions – and the indicators are such that the potential is much greater again.

Business events support hundreds in a field in which Australia is falling The opportunity in the international of thousands of jobs today across the behind. For example, in the business events market is significant service sector and beyond and they hold international association meetings and one that Australia can capitalise a key to generating and securing many market, Australia’s share has on given our world class convention more jobs of the future. They create declined to 2%, ranked behind 15 and exhibition centres, attractive marketplaces for business, for ideas, for other countries4 and we do not appear tourism appeal, and proximity to some knowledge and for people to develop in any market analysts reports as a of the most rapidly growing countries and pursue special interests.1 country which investors should consider. in the world. They provide valuable This means a change is needed in our opportunities to promote the strengths In 2015-16, over 38 million people industry and in our partnerships – it can’t of our industries, regions and talents to attended more than 429 500 business be business events as usual if we are to the world. events across Australia.2 These realise the benefits of the sector into the business events directly generated future. $30.2 billion in expenditure, $13.9 billion in direct value added and supported 193 The BE sector is increasingly seen 203 jobs. Business events stimulate the as an incubator and catalyst for the Australian economy, generating trade, diversification of whole economies. investment and employment. They are Around the world, business events also a major driver of the visitor economy are being used as strategic tools in Australia’s major cities and regions. for attracting trade, investment and global talent. Governments are With potential yet to be realised, the BE choosing to prioritise investment in the sector augments significant economic business events sector because of the activity well beyond anything currently high yield returns and the long-term measured and is crucial in building benefits accruing from growth in the and maintaining the country’s soft visitor and knowledge-based economies infrastructure: knowledge creation and as well as from the marketplaces it 1 BECA defines a business event (BE) as any public or exchange, networks and partnerships, creates for buyers and sellers to meet. private activity consisting of a minimum of 15 persons with a common interest or vocation, held in a specific venue or innovation and commercialisation. venues, and hosted by an organisation (or organisations). Across many disciplines and sectors, This may include (but not limited to): conferences, The most recent forecasts for the BE business events can be a knowledge conventions, symposia, congresses, incentive group events, sector show strong growth into the translation tool, a bridge between marketing events, special celebrations, seminar, courses, future, with the Asia Pacific region being research and ideas on one hand and public or trade shows, product launches, exhibitions, company general meetings, corporate retreats, study tours the key driver of activity.3 Globally, the real-world practice or business on the or training programs. business events sector is forecast to other. In other words, business events 2 Ernst and Young 2017 report for the Business Events grow at a 4% compound annual rate and can help bridge the gap between what Council of Australia for years has outstripped GDP growth. we know and what we do. Improving 3 UFI Global Exhibition Barometer, 19th Edition, 2017 This provides huge opportunity for the this knowledge translation is a priority 4 Australian Association of Convention Bureaux and business events sector and for Australia, for governments across the world, International Convention and Congress Association (ICCA) but it also means greater competition particularly in Australia. - Australian Chapter data

Business Events Council of Australia 4 The Value of Business Events in Australia

An Ernst & Young 2017 report for the Business Events Council of Australia (BECA) found that: Over 38 million people attended more than 429,500 business events across Australia in 2015-16

These business events directly generated

$30.2 billion $13.9 billion 193,203 $24.9 billion in in direct in direct value direct total economic expenditure added jobs contribution (GDP)

In Australia and elsewhere, businesses unique personality and give customers Business events also help generate and organisations are increasingly and partners the opportunity to connect valuable feedback in real time about looking for a quick, easy way to enable and associate. In other words, events products, services or ideas, thereby their marketing strategy to reach out help generate greater brand recognition, spurring innovation. to customers in a way that engages enhance the accessibility of a brand to them, builds a relationship, stimulates target audiences, and most importantly, This document provides the basis for a word-of-mouth, and increases brand authenticate and validate the brand. This strengthened commitment and greater loyalty. Going online and utilising digital can hold true across a whole range of sector leadership to realise the full channels is critical to this. Building sectors and disciplines: from scientific potential of the BE sector. It presents a online connections with customers and medical research, to consumer refreshed and stronger policy framework, and potential prospects has become a goods or engineering services. Life identifying where partnerships between fundamental part of marketing. Yet, in experiences are more engaging and the BE sector and government will the midst of all online interactions, face cognitively shape memories much more deliver benefits across the economy. It is to face interactions are still a powerful profoundly than anything else. In short, based on better coordination, capacity and valuable way to forge important business events help cut through the building and profile transformation. relationships. competitive clutter of a modern market- It aims to sustain and enhance the place – by facilitating face-to-face business events sector’s contribution to Customers in the twenty first century discussion with customers, partners and the nation amidst increased competition. increasingly feel a loyal connection with allies, it consolidates a more personal brands. Events can show a brand’s and intimate relationship with the brand.

Business Events Council of Australia 5 Approach and Structure of Policy Framework

Beyond the direct impact in the visitor economy, business events have been and can be incubators and catalysts for new jobs and industries in Australia. The overarching theme of Supporting the jobs of today, generating and securing the jobs of the future establishes an enduring and coherent policy headline for the development and management of the sector, that aligns with a key need for our nation – ongoing diversification of our economy in areas of competitive advantage.

While technology has disrupted This ambition will not be realised if The process has identified five key pillars business, the premium on face-to-face it is business events as usual – a that form the policy framework (see contact for business has never been new policy framework is required, diagram below). Under each pillar sits the higher. The convergence between supporting a new level of commitment, strategic intent and the initiatives that will the offline and online world is enabled including to regional Australia. To be deliver the first wave of development for through people coming together for successful, this policy framework will a reinvigorated business events sector business events. The digitisation of need coordinated, ongoing support and support improving prosperity, most business practices has not replaced and investment and the sector and importantly across regional Australia. people meeting face-to-face, indeed Australian governments working in a it has made business events more new style of partnership. effective as event technology enables engagement to be developed before, The new policy framework has been during and after the event and on a developed through research and review large scale, with global collaboration of business events sector reports and and best practice sharing. In turn, there documents, key case studies and are opportunities for business events to stakeholder contact and consultation, spur further innovation.5 including with:

Business events have an engagement • Chair and board members of footprint that goes way beyond the Business Events Council of Australia trade show, meeting or incentive event. (BECA) Australia already has areas of competitive • CEO, President and members of strength, such as energy resources, Exhibition & Events Association of agriculture, advanced manufacturing, Australasia medical science and mining related • CEO of the Association of Australian technologies. We have significant Convention Bureaux opportunities in emerging industry • Speakers and attendees at the sectors like fintech and precision, real- Exhibition and Events Association of time data agriculture. If we move quickly Australasia 2017 Conference to get in front of our competitors, build • Austrade on these strengths and become a world • Tourism Australia leader in digital innovation, McKinsey has • Department of Foreign Affairs and predicted we could boost the Australian Trade 5 The Global Association for the Exhibition Industry (UFI) economy by $140 billion to $250 billion • Department of Industry, Innovation reported on the digitisation of the sector and found that there was a massive upsurge in activity to accelerate digitisation in 6 over the next eight years. Adding the and Science the exhibition industry. The U.K., Germany, China, and the strength of being a premium location • CEO of Business Events Sydney U.S. were identified as the most active exhibition markets for conferences, meetings and business • Business events sector researchers in the digital transformation process; Australia was below events can facilitate and amplify that at University of Technology Sydney these. projected gain. and University of NSW 6 McKinsey Quarterly, 2017

Business Events Council of Australia 6 DIAGRAM 1: Business events sector key policy pillars

Pillar 1 Industry leadership & research

Pillar 5 Supporting Pillar 2 Local skills Government & the jobs of partnership & employment today, generating collaboration and securing the jobs of the future

Pillar 4 Pillar 3 Boosting Trade the visitor & economy investment

With finite resources, it is critical that efforts are concentrated on across what is a large and complex system. The main implication those areas that are expected to bring the largest benefits. Many is that no single activity area works in isolation and achieving a policy areas and initiatives do not simply fit within one of the five breakthrough will require a deliberate, sustained emphasis on key pillars. Instead, there are many links and interdependencies performance and results for each initiative.

Business Events Council of Australia 7 PILLAR 1: Sector Leadership and Research

A unified sector levels of government. In addition, strong taxpayers, to invest in the sector, it competition exists between sector needs to be structured, coordinated and Australia’s business events sector has participants for the limited policy and continually reinvesting in itself in a way the potential to ignite the economy with funding support for major business that ensures the nation realises value. a more coordinated policy focus and events. For private investment, the same is effort. With the broader visitor economy true – value must be able to be realised. being fragmented in its representation, There are major mutual benefits to be This new policy framework, provides the the business events sector (as a sub-set gained if stakeholders can be unified basis for BECA, the business events of this community) has found it difficult and collaborate on a consolidated peak body, to clarify and further unify its to achieve meaningful cut through. policy framework. BECA is positioned to members and enhance the effectiveness Many within the sector and those in deliver this. of its engagement with government. A government who work with the sector strong united sector sharing headline observe that a more coordinated and The business events sector recognises goals and ambitions will unlock greater longer-term growth strategy would assist that for others, including Australian potential for the nation. in addressing the significant challenges and realise more opportunities.

There are demonstrable pockets of excellence within the sector and Initiative 1.1 - The sector commits to identify business individuals with the skills and commitment events leaders who will have the primary responsibility to to lead the sector, but to date efforts to design, implement and manage a strategy to deliver a unified fully realise the business events offering have been to no avail. At the heart of this sector approach, supported by this policy framework by the issue is the fact that the sector has been beginning of 2019. developed and managed through a visitor economy lens only, across various

A coordinated sector The business events sector, working economy. The capture of data for large with government, commits to develop scale national events and international approach to data a mechanism to produce a yearly events, in line with the whole-of-sector report including economic and social approach, with the ability to segregate collection, evaluation impacts, market share tracking, and between the two as required will be and research business events case studies. Capturing valuable. A rigorous and consistent data the insights from big data, including driven strategy will be a great asset to Data drives industry, business and through social media in this sector, will the sector and allow for greater, targeted government decision making. If the be increasingly important in the digital regional participation. benefits, strengths and weaknesses of the business events sector aren’t measured they cannot be managed. The business events sector must Initiative 1.2 – The business events sector commits to take responsibility for collating, develop a mechanism that optimally aligns state-based analysing and presenting its data, data and create a whole-of-sector database which can be in cooperation with Austrade’s Tourism Research Australia, Tourism Australia used for yearly reporting on economic and social benefits of and others. business events, including to regional Australia.

Business Events Council of Australia 8 Drive quality visitor entry (e.g. closure of bulk visa economic potential urgently needs to be assurance through application discount arrangements undertaken. and significant price increases for integrated integrity, visas, far in excess of CPI).7 Short-term, risk-averse thinking can have dire opportunity costs. For security and visa This is in direct contrast to our competitor example, Australia’s bid for a major measures countries, notably in Asia, who have event with 8,000 influential business actively removed restriction for business leaders from China faltered due to the travel. Singapore, South Korea and visa processing charge of $1.3 million Business events must adjust and Hong Kong, for example, all have visa- for the group. As a result, the event was respond to the heighted global free requirements for almost all countries won by New Zealand which waived visa security risks. Participant and public for business travel. Security interests are charges. The event injected over $60 safety is the sector’s primary concern. critical but some careful risk assessment million to New Zealand economy. As such, the sector – in partnership with regarding this class of travel and its government – commits to continuous improvement of business event security and integrity systems in response to changing security environment and heightened requirements. Initiative 1.3 – Develop and promote world’s best-in-class security practice and use this (carefully) in positioning, given Business visitors are amongst the strong reputation Australia enjoys internationally for the highest yielding, lowest risk visitors to Australia. Yet, recent years political stability, impressive regulatory and security track have seen changes to visa entry to record and sound governance. Australia that result in more – rather than less – barriers to business

Initiative 1.4 – In line with the Government’s stated commitment to visa simplification, examine opportunities to ensure Australia’s visa system supports the economic goals for our nation, including by extending electronic visa fee-free entry to Priority Business Events attendees (see below).

7 AACB Submission to the Government Visa Simplification Consultation 2017

Business Events Council of Australia 9 PILLAR 2: Government Partnership and Collaboration

A stronger framework for driving business events within government and a new style of partnership with industry

Business events warrant recognition as valuable in attracting investment, CSIRO Chief Executive Larry Marshall a key supporter of future employment, and enhancing science, health and recently stated that “in every recession, innovation and investment across the technology linkages in particular. That in every evolution, in every major shift of economy. said, the organisational arrangements the economy around the world, science (or lack thereof) and policy basis for has created the new industries that Beyond the immediate benefits of business events have not changed emerged from the turmoil and those new visitation, business events support since the 2008 National Business Event industries created new value that grew employment creation and the Strategy. Clearly, a refocus is required to the economy. Those science-enabled development of competitive advantages enhance coordination and drive stronger industries created the jobs of the future.” in industries and regions. As marketplaces partnership activity and deliver better for business, for ideas and for knowledge outcomes for the country. transfer, they have been demonstrably

While scientific breakthroughs make the inroads to new development, it is through meetings and business engagement that the ideas are brought to life and commercialised – the knowledge translation.

The field of knowledge translation and In Australia, knowledge translation is innovation. Clearly, Australian institutions implementation science is growing at an earlier stage and the structures and researchers are comparatively weak worldwide. Knowledge Translation is and mandates present in Canada, for in taking research findings to market. the science of bridging the gap between example, are not yet implemented. The Australian research environment what we know and what we do. It For instance, there is no funding or is increasingly supporting impactful involves multidirectional communication, specific provision made for knowledge research and governments are likely to interdisciplinary processes, ongoing translation strategies that move beyond follow approaches in other countries to collaboration, and includes all steps dissemination of research results. report and evaluate research impact. By between knowledge creation and Unlike Canada, there is no requirement using knowledge translation concepts, knowledge application. Improving from funders for a detailed knowledge knowledge exchange, including through knowledge translation is a priority for translation plan as integral to grant events, becomes embedded in the governments across the world. For proposals. process of research and development, example, Canadian funding agency thereby increasing its value and likely mandates require researchers to engage Currently Australia ranks in the top 10 impact. with stakeholders, including policy and of OECD countries for research and decision makers, practitioners, and development, but is the lowest country in The business events sector can also consumers of services. the OECD for commercialisation of that play a significant role in facilitating the

Business Events Council of Australia 10 transition from start-up to scale up – a small businesses to grow into medium account for only 5 per cent of the total link that is often missing for Australian enterprises. Although rarely receiving number of businesses. innovations, initiatives and SMEs. the proportional political or policy Indeed, latest research shows that only attention, medium and large businesses This new policy framework argues that 5.5 per cent of local companies use their play a critical role in the economy given business events can help seed future new-to-market innovation and only 19 their competitive advantages through industries and, by providing a vehicle per cent of local firms copy someone economies of scale. They are also more of support, assist small companies to else’s innovation. likely to innovate and export. Medium (20 grow into those that make valuable to 199 employees) and large businesses contributions to knowledge translation Australian governments have a role (200+ employees) together employ 56% and jobs growth. to play in optimising conditions for of Australia’s working population but

Meeting, sharing and adopting new business ideas is a weak link in our innovation and commercialisation ecosystem. Business events help provide a solution to this challenge by creating marketplaces for ideas and knowledge transfer.

Although there has been some competitiveness by focusing on areas 1. Identifying regulations that are recognition that the benefit of business of competitive strength and strategic unnecessary, or over-burdensome, events extends well beyond tourism, priority, and thereby assist Australia for the key growth sectors and the fact that government support transition into smart, high value and impede their ability to grow, and for business events, particularly for export focused industries. suggesting possible reforms; promotional activities has generally 2. Improving engagement between come through Tourism Departments The Initiative is ongoing with $238 million research and industry, and within has impacted on the industry’s reach to in Australian Government funding over industry, to achieve stronger extend outside tourism. Mr Leigh Harry, the four years from 2017/18 to 2020/21. coordination and collaboration President of the International Congress Growth Centres have been established of research and stronger and Convention Association (ICCA) to deliver the Initiative in six industry commercialisation outcomes in stated that: sectors of competitive strength and the key growth sectors; strategic priority: 3. Improving the capability of the ‘the meetings and events industry should key growth sectors to engage rightly be thought of as a key component • Advanced Manufacturing; with international markets in the global knowledge economy, rather • Cyber Security; and access global supply chains; than as a branch of tourism. It’s all too • Food and Agribusiness; and rare that we are invited to sit at the • Medical Technologies and 4. Improving the management and main table when knowledge, education, Pharmaceuticals; workforce skills of key growth scientific and medical advances are on • Mining Equipment, Technology and sectors. the agenda, and spending a few days Services; and with visionary leaders from all sectors • Oil, Gas and Energy Resources. Growth Centres are not-for-profit of business and academia reminded organisations, each led by a strategic me of why we should be fighting for a The Initiative seeks national action board of industry experts who permanent seat.’ (ICCA) on key issues such as collaboration, oversee the operation of their Growth commercialisation, international Centre. Each Growth Centre has set The Australian Government has engagement, skills and regulation a long-term strategy for its sector. recognised the innovation and reform. While the Growth Centres Each also has a communication/public commercialisation challenge and in are flexible in their approach to affairs function and are organising / response has introduced an Industry addressing barriers to success, they participating in events related to their Growth Centres Initiative. It is designed have been tasked with looking at four respective sectors. to drive innovation, productivity and broad themes:

Business Events Council of Australia 11 Initiative 2.1 - The creation of a new Growth Industries Business Events Team that will join the business events sector, government, regional development coordinators, researchers and key growth industries together. The Team will be tasked to review and promote a forward business event pipeline and align activities including designating Priority Business Events, for concerted government support, trade agenda alignment (e.g. for every outgoing trade mission there is an incoming mission aligned with a targeted business event with potential to grow) and diplomatic campaign.

This coordinated team approach supports a joint ownership, efficient and generating growth. A key attribute (diagram below) will optimise maximum use of resources and shared goals. The of Priority Business Events would be potential economic benefit to Australia new team would design and manage the potential for regional participation, from these key growth industries, and the Priority Business Events program, for example through satellite meetings, create a stronger and more effective including assessment criteria, monitoring regional road trips, regional trade expos, working partnership between the and evaluation. regional attendee grants etc. This will business events sector, industries, enable regional industries and entire regions and government (including Since large parts of the key growth regions to showcase and nurture their Austrade, Tourism Australia and sectors of the economy are regionally areas of competitive advantage or Department of Industry, Innovation based, this initiative supports activation excellence. and Science). It establishes a top-line of business events in regional areas, review and direction mechanism that bolstering capacity, supporting jobs

Improving the bid advantages in key growth industries factors (e.g. extra travel due to long and regional areas haul and visa costs), so some financial proposition and the assistance (public or private) could be number of high-value This two-pronged approach will assist expected to assist. the business events sector and wider successful industry stakeholders to create new The discipline of bid prioritisation business events (capacity building) and through the Growth Industries Business There is potential to extend the current attract nationally significant business Events Team for the BEGF would drive focus on bidding for existing business events to Australia, including to regional efficiencies across the sector (the events to include public investment to locations (initially through satellite visits structure and approach of the new drive growth through events activation or sectoral outreach attached to major team and BEGF is presented in the – aligning industry and region skills, city events and Priority Business Events). diagram below). The criteria for event expertise and advantages to secure selection will need to be robust and economic and community benefit from The Australian business events sector the governance sound. The Growth business events. bids for a large number of events Industries Business Events Team would but success is variable and could have responsibility for determining the A new Business Events Growth be expected to be higher. According criteria for the selection of events for Facility (BEGF) would provide funding to 2017 AACB research, one in four support from Government. Given the support for two purposes: association bids were lost due to long lead-time for major events, this will geography and with corporate events, need to be a forward-looking exercise 1. Attractor: The attraction of nationally it is one in three (this factor might be and involve intelligence gathering and significant business events including expected to become less important advocacy from the Government’s the Priority Business Events initiative as the global centre of business event international network (Austrade/Tourism 2. Activator: The creation of new activity moves closer to our region). One Australia/DFAT). events that tap into our competitive in every five bids lost were due to cost

Business Events Council of Australia 12 Linked to these nationally significant events, the Activator element would support related events/outreach/satellite Initiative 2.2 - Establishment of a co-funded Business visits to regional areas and events that support the development of key Events Growth Facility (BEGF) which can be tapped for growth industries, including through the attraction of Priority Business Events and an activator collaboration with the Growth Centres. of new business events in industries and regional areas This will enable industries and regions to showcase and nurture their areas of of competitive advantage. competitive advantage or excellence, and drive regional dispersal.

Business Events Council of Australia 13 DIAGRAM 2: Growth Industries Business Events Team & new Business Events Growth Facility

Growth Industries Business Events Team

Business Government Growth events sector representative industry representatives (DIIS, Austrade, representatives* (via BECA) TA)

“Attractor” stream “Activator” stream

Create assessment criteria for new Create assessment criteria for “Priority “Priority Growth Industry Event” Business Event” designation designation

Review of application for new business Review forward business events pipeline event funding support

Designate “Priority Business Event” status Designate “Priority Growth Industry Event” to select events for funding inclusion in bid status to winning applicants phase

Event design, planning and execution Funding allocated to successful “Priority by business event organisations Business Event” bids and companies growth industry representatives

“Attractor” funding “Activator” funding

Business Events Growth Facility (BECA)

Growth Centre funding Regional funding stream Tourism funding stream stream

*For example, representatives from Growth Centres, industry bodies and regional leaders.

Business Events Council of Australia 14 Naturally, the Attractor and Activator Australia only, city events with a concepts will need to be further regional benefit, or both? developed for operation by industry • Scale and proportion of funds Initiative 2.3 - The in collaboration with government. Key • Eligibility: What would eligibility business events sector issues to determine include: requirements look like? commits to continued • Scope: Do they apply to new start- To ensure smooth operation and enhancements to the up events, growing existing events, optimise outcomes, a pilot approach Event Ambassador or both? could be explored in 1-2 jurisdictions, model and seeks • Coverage: Is the Attractor funding prior to national rollout. (This approach stream restricted to business has been successfully used with other government commitment events occurring in regional Tourism 2020 initiatives.) to the same.

Most states and territories use an states or territories using other state Sharing of good practice and the event business ambassador or envoy individuals as their representatives, adoption of some simple protocols would model but as a country, our practice which distract and deter collaboration enhance Australia’s overall positioning in is inconsistent and of varying quality. at a national level. There is also potential this highly competitive market. There remain some intra and inter-state to extend this model to apply to broader competition issues such as certain range of trade and expo events.

Business Events Council of Australia 15 Case study

PAX AUSTRALIA – ORGANISED BY REED EXHIBITIONS AUSTRALIA

OVERVIEW: QUICK HIGHLIGHTS:

In 2012, the Interactive Games • Membership of the IGEA has Technology, Engineering and & Entertainment Association grown by over 50% since the Maths), to design and build an (IGEA) approached Reed launch of PAX Australia (2013) original video game based on Exhibitions Australia to discuss STEM concepts the potential of launching a video • Business connections made gaming event on behalf of their at PAX Aus 2016 have led to a • Though its Association members. Since its first event in multi-million dollar investment partners, PAX Aus have grown 2012, PAX Australia is now the in one Melbourne-based the number of Australian and largest community gaming event developer from an international New Zealand independent in the southern hemisphere, games publisher developers showcased at attracting international guests, PAX from 36 in 2013, to 76 in speakers, developers and • Melbourne International Games 2016. According to the IGEA investors. Tony Reed, the CEO of Week - the largest digital games “the biggest challenge facing Game Developers’ Association event in the Asia Pacific region individual business growth of Australia has said that “PAX – was created off the back of is attracting investment for is the most significant event in PAX, in partnership with the expansion, as well as early stage our industry…especially at an Victorian Government to place development funding”. It is here international level. PAX’s efforts Melbourne on the global map that PAX assists independent have driven the industry forward.” as the digital games capital of games developers, with one Australia Melbourne-based developer receiving a multi-million-dollar • PAX supports the game investment from an international developers of tomorrow by video game publisher, following hosting the winners of the their presence at PAX Aus STEM Video Game Challenge, 2016. a national competition opened to students in years 5-12, See Appendix A for the full case learning about STEM (Science, study.

Business Events Council of Australia 16 PILLAR 3: Trade and Investment

Meet the current and future demand for business events and ensure Australia does not lose market share to its competitors, particularly in the Asia-Pacific region.

The strengths and benefits of Australia’s about management of the economy and Will this continue? For business events open economy are well documented. of key relationships. As Saul Eslake notes in Australia, there are some mixed signs. Indeed, Australia has surpassed the “… (we have) deftly played both sides of The Government’s 2017 Foreign Policy Netherlands’ modern record of 26 years the China boom: the surging demand for White Paper highlights that the global of consecutive growth. raw-material imports while that lasted; outlook for international trade and more recently, the desire of the Chinese investment is uncertain, yet the Asia Australia is often called “the lucky middle-class to eat well, travel and Pacific region continues to be resilient. country”, and luck, particularly in our educate their children in English. With the Within this environment there are great natural resources and location in the exception of China itself, no country has opportunities. fast-growing region of the Asia-Pacific, benefited more from China’s rapid growth has been important. But it has also been and industrialization than Australia”.

While parts of the world are retreating and introspective, let us – Australia – step up and fill the void with those who want to meet, share knowledge and grow trade.

equity funds, including Blackstone, Charterhouse and Providence, already Initiative 3.1 - A reinvigorated focus on attracting heavily invested in show acquisitions and investment into business events infrastructure. looking for more.9 And there are many other funds also looking for investment opportunities in the sector.

The recognised need to enhance Australia has used investment from skills and expertise, and create our tourism infrastructure (to meet domestic and overseas investors to sustainable jobs for the future. burgeoning potential demand identified grow our business event infrastructure in Tourism 2020) led to this sector being and create the venues and attractions AMR International has described the identified as one of the five priorities for that build our offering for visitors. When global investment environment for the investment attraction and promotion foreign investors partner with Australia in business events sector as a ‘wall of in 2013. Initial years’ work had been businesses, it can also boost Australia’s money’, with the world’s largest private focused on accommodation. An

9 Denzil Rankine, Founder and Executive Chairman AMR International - Exhibition and Event Association of Australasia 2017 Conference, 29 November 2017

Business Events Council of Australia 17 extension of that focus to now include investor market research, identification spaces, venue capacity etc.) but also investment promotion and attraction for of priority projects and pipeline analysis. soft infrastructure (skills, staff, workforce business events is highly recommended. gaps) if it is to enable a meaningful end- A first point of development for this to-end improvement in the sector’s A global investment promotion effort initiative should be a comprehensive competitiveness and investment could be led by Austrade with its network audit of the Australian business events attraction. of 114 offices. This effort would need to infrastructure, with particular focus on be coordinated with Tourism Australia’s regional centres. This could be both marketing efforts and supported by new hard infrastructure (properties, meetings

Initiative 3.2 - A partnership between the business events sector and Austrade to inaugurate a new business events category at the Australia Export Awards.

There are a many award programs and It is recommended that a category for the Useful longer-term benefits of this events across the business events sector most important international business initiative include the capture of vital and tourism more broadly. However, event that has driven export revenue sector intelligence and showcasing of there is little recognition in the export and has the potential to drive new jobs Australia’s business events capabilities community and across large elements and exports be included in the 2018 through the process of nominating and of political and economic leadership Annual Export Awards. Through the judging the categories. in Australia of the potential value of Export Awards judging process and in business events to Australia’s export consultation with BECA, each state and earnings and international positioning territory could be invited to nominate a more generally. qualifying business event.

Identify segments in key markets that offer substantial growth potential for Australian exports and align with bid priority and effort

Initiative 3.3 - Program of inward trade missions and more formal relationship management in Australia’s areas of competitive advantage.

While Austrade, DFAT and state existing meetings provides a natural sector and have it aligned to key growth governments host a range of events spring board for a strategic program industries through the Growth Industries and trade and investment missions targeting international buyers and Business Events Team. Further, the across their networks, there is no clear exhibitors to attend key existing events; events could support the development systematic or joined up approach to this for example, Fine Food, and Australian of regional industries and promote activity. Austrade’s efforts (through the Healthcare Week. visitation through specialist educational Senior Trade and Investment Officials’ tours or satellite visits from the major city forum) to develop a joint calendar is This schedule can be developed venues. a useful starting point. A schedule of together with the business events

Business Events Council of Australia 18 Case study

FINE FOOD AUSTRALIA – ORGANISED BY DIVERSIFIED COMMUNICATIONS AUSTRALIA

OVERVIEW: QUICK HIGHLIGHTS:

With over 33 years’ experience • 2017 event drew the highest • Many exhibitors are from in the food industry, Fine attendance in eight years regional Australia – the event Food Australia is Australia’s (Sydney) - 20% increase opens up export markets to leading trade exhibition for the in visits: 23,762 in 2017 vs exhibitors especially in dairy, foodservice, hospitality and retail 19,617 in 2015 seafood, fruit and vegetables, industries, and strives to be the seafood and grains most important destination for • Annual “Women in Hospitality” any business in the foodservice events to support the career • New additions including the and hospitality industries. development of women in inaugural Commercial Drinks the industry and raise funds show which co-located with The annual show attracts over to give back to community this year’s Fine Food Australia, 1,000 exhibitors from Australia organisations the two shows brought and the world, providing a together the country’s $16 platform for regional producers • Champions innovation in the billion liquor industry with the from around the country to industry through initiatives such $170 billion foodservice and showcase their products and as The Lions’ Den; Start Up food retail industries, creating a services to a global audience. The Hub; and the FIAL Innovation formidable industry event. event alternates between Sydney Zone and Melbourne each September. See Appendix A for the full case • Showcases and helps with study. skills development via long- standing competitions and awards

• The event attracts around 1,200 international buyers – around 200 through Austrade

Business Events Council of Australia 19 PILLAR 4: Boosting the Visitor Economy

Drive demand, visitor failure in the promotion of Australia. As activity will ensure delegates stay longer no private business is able to gain the and spend more, as well as enhance spend, referral and full benefit of such activity, marketing of regional dispersal. The creation of the Australia is undersupplied by the private Growth Industries Business Events repeat visitation sector. Team (see Pillar 2) will strengthen the relationship between the different areas Deloitte Access Economics has TA’s Business Events Australia strategy of government and the respective efforts described the business events sector as is to: to deliver both demand and supply “a high-value, fast-growing component aspects of this framework. of the visitor economy”, where one in • Build global awareness of Australia five dollars spent by international visitors as a sustainable business events This policy framework and in Australia is spent by an international destination implementation approach will assist in delegate attending some form of • Deliver a clear brand for business aligning the marketing and promotion of business event. The latest review of events in Australia and a marketing Australia’s business event capabilities, tourism policy by the Productivity toolkit with the initiatives, policy drivers and Commission, released in February 2015, • Deliver trade marketing programs desired outcomes of government. In this found that government provision of that bring buyers face-to-face with respect, the business events sector still international destination marketing and sellers suffers from the same challenges as the support for major sporting, cultural and • Provide industry access to research broader tourism sector did before the business events can influence decisions and market insights industry and government worked more to visit Australia. In addition, international • Provide industry leadership to closely and effectively to develop and delegates spend, on average, 21% more promote ongoing development of a rollout the joint effort and measures of than other international visitors over the sustainable business events sector. Tourism 2020. course of their trip – and 77% more per day.

The Australian Government’s contribution to the business events sector lies primarily in its support for Initiative 4.1 - In partnership with Tourism Australia, promotion and marketing activities of the business events sector and government need a Business Events Australia (BEA), a unit greater focus on improving conversion of business event within Tourism Australia (TA), and some policy support through the Tourism attendees from aspiration to visitation. This will include Division of Austrade. a coherent and consistent marketing framework to accentuate the appealing and key attributes of regions/ TA’s specialist unit, Business Events Australia, delivers partnership marketing communities/industries. and trade programs exclusively in the international business events market, targeting corporate meetings, incentives, exhibitions and association events for Australia. The team is represented While marketing efforts such as Australia With Tourism 2030 under development, in core markets around the world to Innovates feature some excellent case there is a real and timely opportunity to present Australia to potential clients, studies, there is an opportunity to specifically address this for the business tapping into the world’s high desire to strengthen coordination with the agency, events sector. travel to Australia. institute or research organisation behind each. Moreover, the responsibility for Support for TA to market Australia as a pre- and post-touring for business event business events destination is provided visitors is mixed across all three levels of on the policy basis that there is market government. Better coordination of this

Business Events Council of Australia 20 Initiative 4.2 - The business events sector commits to work with government to develop a new program of business diplomacy.

As the Foreign Policy White Paper global talent to Australia and using that The Government pledged it was 2017 highlights “Globalisation talent to promote knowledge translation committed to supporting Australian means that soft power—our ability here. businesses in Australia and overseas. to influence the behaviour or thinking Moreover “We promote Australian of others through the power of Foreign Minister Julie Bishop has said tourism in line with the Government’s attraction and ideas—is becoming economic diplomacy should change Tourism 2020 strategy.” more important to Australia. By using the approach of government, to more soft power to help shape our external closely engage with the private sector, An up-to-date review of the business environment, Australia can better pursue the business community, and non- engagement under this pillar finds its interests internationally. government organisations in all out scant reference to the importance of work. international conferences, meetings and In a globalised and contested world, a business events. systematic and sophisticated approach “To achieve this, we will be harnessing to soft power is in our national interest. broader aspects of our international It is timely to address this, working with To maintain our strengths in this area, diplomatic work to promote trade, the foreign affairs and trade portfolios, and to ensure our capabilities and areas encourage economic growth, attract and other government agencies. of focus keep pace with changes in investment and support business” To succeed, the initiative should be technology, the Government will conduct Minister Bishop stated. undertaken with the support of state and a review to ensure we continue to build territory governments and championed soft power and exercise influence When the Government’s Economic by the heads of Australia’s convention effectively.” Diplomacy initiative was released in bureau and the business events sector. 2016, the four pillars were Trade, Into this review process, BECA proposes Growth, Investment, and Business. The practical ways in which the process a new face-to-face business diplomacy for bidding for business events would initiative to support, supplement The stated purpose of the Business change in this new model with these and complement existing efforts, pillar was to: Advance the interests measures is best illustrated through the particularly those associated with digital of Australian business overseas, the use of two diagrams – see Appendix C transformation and the shifting focus development of a stronger private sector & D. on technology. This initiative could also in our region, and promote Australian the Government’s interest in attracting tourism.

Business Events Council of Australia 21 PILLAR 5: Local Skills and Employment

Continue to enhance Australia’s competitiveness and attractiveness as a business events destination, including through stronger service offerings.

Business events are important drivers of the local and national economy but Initiative 5.1 - Provide a variety of education, development suffer from a fragmented approach to workforce development, training and career pathways for the business events sector. and employment issues. To reach the In particular, develop a systemic approach and linkage sector’s full potential, government and between the business events sector and tertiary providers. the business events sector organisations need to jointly address workforce skills and education issues by:

• refocusing careers advice mechanisms paid more in your chosen field of vocation Whilst the skills and roles within the and support networks recognising as compared to a university education. sector are extensive, the survey findings that more than 50% of secondary identified there were chronic skills students now go to their parents for Skills required in the business events shortages in the following roles in the career advice industry are varied and can be highly event industry: • expanding professional development prized. Australia has been recognised and accreditation programs; worldwide for its expertise and 1. Event Management – Mid level • strengthening relationships with professionalism in the delivery of events 2. Sales secondary and tertiary institutions and for producing experienced event 3. Event Management – Senior level and private training providers; managers and production professionals. 4. Business development • fostering vocational education through 5. Technicians (audio visual and IT) industry training organisations To gain evidence regarding the workforce • developing clear education challenges, Meetings & Events Australia, As a Registered Training Organisation articulation pathways; along with industry partners, the (until 2024), Meetings & Events Australia • fostering appropriately trained sector Australian Association of Convention is working with government and industry practitioners to deliver practical Bureaux and the Exhibition & Event to deliver specific training throughout the education and training; and Association of Australasia, carried cities and in regional areas to address the • improving course content to ensure out research into the events industry, skills needs of the business events sector relevance. including to identify skill shortages. and create new employment avenues and career pathways for Australian In addition to the specific education, The Australian Workplace Skills Survey workers. skills and training challenges facing the for the Events Industry Sector10 found business events sector, there is a more there is both a shortage of skilled people As an example, based on the findings general one facing the nation – the available to work in the events industry of this research, Meetings & Events loss of confidence in and aspiration for and also a clear opportunity to create Australia developed an online learning vocational careers. much needed employment – especially platform that could be accessed by for young Australians and people from students from all across Australia that Australia is suffering from a chronic other industries seeking to transition to allows them to study at their own pace shortage in vocationally trained a new career. The opportunity exists to and in their own time. The course also employees. This is surprising given the demonstrate and deliver a professional provides for face to face learning from recently released figures showing that career pathway for the industry from entry industry practitioners, industry inclusion you are more likely to get a job and be level through to executive management. and networking (see case study below).

Business Events Council of Australia 22 Case study

MEETINGS & EVENTS AUSTRALIA (MEA) – REGISTERED TRAINING ORGANISATION

OVERVIEW:

Meetings & Events Australia This model Diploma students receive an has confirmed its status as a annual MEA Student Membership Registered Training Organisation • provides flexible learning in giving them access to professional until 2024 and launched a new event management development and networking events Diploma of Event Management • combines practical training from held in each state and territory. (SIT50316) as part of a new industry experts with online education and professional learning Findings of the 2016 Australian development model for the • designed to enable students to Workplace Skills Shortage Survey events industry. manage their study around their of the Events Industry highlighted work commitments. a large skills gaps in the sector for experienced event managers at Students from all over Australia both the mid and senior levels. MEA have the opportunity to study what subsequently developed this course they want, at their own pace and in to help fill these gaps. their own time from their desktop or mobile devices. Students can See Appendix A for the full case start the Diploma course anytime study. throughout the year and the curriculum also allows students to select the course subjects that best support their career goals.

There is value in strengthening the TAFE NSW Sydney has partnered with intensive industry consultation with the links between business events and key companies to secure professional EEAA, the program offers those in the educational institutions. In some states, development for students through a exhibitions industry the opportunity to for example, in New South Wales, the combination of in-class lectures, online develop their skills, enhance their career, International Conference Centre (ICC) resources, industry immersion and and remain at the forefront of excellence invites students to participate in selected networking. In March 2016, Sydney in exhibitions (see case study below). conferences. As well as knowledge TAFE and the Exhibition and Event translation, the experience gives the Association Australasia (EEAA) jointly students some strong vocational launched the Excelling in Exhibitions insights. Program. Developed as a direct result of

Business Events Council of Australia 23 Case study

SYDNEY TAFE & EEAA’S EXCELLING IN EXHIBITIONS PROGRAM

OVERVIEW:

The Excelling in Exhibitions ambitions. The focus is on industry from entry level operatives to senior program is a customised, tailored best practice and improving skills exhibition managers. Twelve program for those already in the that meet the requirements of a leading exhibition management exhibitions industry, focused on both a national qualification and companies and service providers nurturing innovation, improving a rapidly growing industry that including Exhibition Trade Fairs transferable skills, retaining staff, contributes significantly to the (ETF), Info Salons and Reed and providing career pathways. Australian economy. The program Exhibitions participated along with Flexibility is built into the program has now been rolled out in Sydney, pre-eminent exhibition venues to ensure minimum impact on Melbourne, Adelaide, Perth and the including Luna Park Venues and work and other commitments. Gold Coast. Sydney Showgrounds. With over The program is delivered as a 110 enrolments, the program has series of workshops, with webinar Students participate in site been delivered in two states and and online sessions throughout inspections that link classroom exceeded participation by 48%. (all with the support of trainers) learning to the reality of events. to compile a portfolio of evidence Sector experts from numerous Overall feedback was excellent and tasks for assessment. organisations including Accor, with an average 90% satisfaction ATP, Powerhouse Museum and on program content, delivery, the The Excelling in Exhibitions program Cockatoo Island showcase their trainers and sector presenters. One is a customised, tailored program venues and share their experiences participant said the training was for those already in the exhibitions during visits. Following these the “most relevant course I have industry, focused on nurturing experiences project event students done to date” with participants innovation, improving transferable inspect potential venues, negotiate commenting on the value of being skills, retaining staff, and providing contracts and build business involved in a tailored exhibitions career pathways. Flexibility is relations. This practical experience program with the business events built into the program to ensure really develops their skills and is a sector professionals. minimum impact on work and other model for roll out across Australia, commitments. The program is including in regional areas. “Accessible education is important delivered as a series of workshops, Research conducted by TAFE NSW to all areas of the workforce: but with webinar and online sessions found that there were no dedicated is particularly critical to a relatively throughout (all with the support of exhibition relevant qualifications or new industry such as events trainers) to compile a portfolio of programs in Australia. management, as it has become evidence and tasks for assessment. increasingly professionalised in Focused on nurturing innovation, recent decades.” - Jen Howley, Many of the trainers are from the improving transferable skills, Group Manager, Event Services Info business events sector, ensuring retaining staff in the sector and Salons Australia. that the course content is current providing career pathways, this and reflecting best practice. This unique program ensures training unique training program targeted was relevant and met the future those seeking to gain practical and needs of the business events sector. See Appendix A for the full case valuable knowledge and skills that A strength of the program was its study. can be immediately transferred development with input from EEAA to their current roles and future and training delivery for staff ranging

Business Events Council of Australia 24 Initiative 5.2 - The business events sector commits to work with the Skilling Australians Fund to Identify, monitor and over time prioritise business events training and employment.

To date, the business events sector estimated $1.5 billion will be provided demand for multilingual skills – the has had a wide range of employment over the first four years to underpin a business events sector needs to be initiatives in train complemented by a new partnership with State and Territory central to the rollout and performance of training agenda through Meetings & Governments to train Australians, the Fund. Monitoring this with clear Key Events Australia (MEA) as a Regional with spending prioritised towards Performance Indicators for employment Training Organisation (RTO) – see Case apprenticeships and traineeships. The outcomes could be one of the early Study above. Fund, when matched with State and priorities of the Growth Industries Territory funding, will support up to Business Events Team. In the 2017 Budget, the Government 300,000 apprentices, trainees, pre- established a new Skilling Australians apprentices and higher level skilled Fund to ensure that businesses Australians. that benefit from employing skilled migrants are also supporting training As a sector that employs talent from for Australians. Through the Fund, an around the world - often to meet the

Business Events Council of Australia 25 Conclusion

Beyond the immediate benefits of To realign the brief for business events in visitation, business events can be key Australia in a way that ensures optimal drivers in industry creation, longer- value for the Australian community, the term diversified employment and call for greater government investment regional development. They have been is warranted. Other supporting demonstrably valuable around the world measures can be achieved with little in attracting investment and enhancing or no extra funding and are more entire economies. Properly managed about the coordination or leveraging of and supported by well-developed activities underway across business and policy aligned to Australia’s competitive government. strengths, they have the potential to be a key supporter of the required We must be mindful that immediate diversification of our economy. action is required to stop any further erosion of Australia’s competitive In many instances, the business events position in this highly valuable global market operates effectively and no sector. Australia is currently at great case exists for further public-sector risk of missing out on the “wall of investment. However, there are specific money” that is seeking investment in areas where we are not reaping important the business events sector and, if that public benefit, including to maximise the money goes elsewhere, we consign the commercialisation and export potential nation to a more limited future. This new in our key growth industries. Importantly, policy framework is a meaningful first a focus on these areas unleashes a new step in ensuring this does not happen. wave of support for the development of regional Australia.

Business Events Council of Australia 26 APPEDIX A: Detailed Case studies

PAX AUSTRALIA – organised by Reed Exhibitions Australia

Tony Reed, CEO, Game Developers’ Association of Australia “PAX is the most significant event in our industry…especially at an international level. PAX’s efforts have driven the industry forward.”

HIGHLIGHTS: space and boasts everything related a quirky offshoot of Reed Exhibitions, in to video gaming, console gaming, conjunction with Penny Arcade Inc and • Membership of the IGEA has grown PC gaming, hand-held gaming and supported by the Victorian Government, by over 50% since the launch of table-top gaming, combining exciting it forms the consumer component of PAX Australia (2013) international and local content with Melbourne International Games Week. community events, international guests, • Business connections made at speakers, musicians and developers: Strong growth in the Australian PAX Aus 2016 have led to a multi- making PAX the largest community gaming industry continues, however million-dollar investment in one gaming event in Australia. as consumer behaviour changes, the Melbourne-based developer from role of PAX Australia has become more an international games publisher In 2012, the Interactive Games & important to Australian-based publishers Entertainment Association (IGEA) and distributers. Traditional retail sales • Melbourne International Games approached Reed Exhibitions Australia of games fell 16% in 2016 vs 2015, Week - the largest digital games to discuss the potential of launching a with the offset being a 19% increase in event in the Asia Pacific region – video gaming event on behalf of their digital sales. With this shift in consumer was created off the back of PAX, members. PAX exploded onto the behaviour, PAX’ pivotal role in giving in partnership with the Victorian Australian exhibition scene in 2013 and fans hand on experiences with the latest Government to place Melbourne on has continued to hold its position as the games is more important than ever as the global map as the digital games largest community gaming event in the they shift towards purchasing games capital of Australia southern hemisphere since. digitally, without in store experience or trials. • PAX supports the game developers Through joint initiatives and continued of tomorrow by hosting the winners collaboration with its partners, the Though its Association partners, we of the STEM Video Game Challenge, IGEA, Game Developers Association have grown the number of Australian and a national competition opened to of Australia (GDAA) and the Victorian New Zealand independent developers students in years 5-12, learning Government, PAX has prospered showcased at PAX from 36 in 2013, about STEM (Science, Technology, and developed into a large-scale to 76 in 2016. According to the IGEA Engineering and Maths), to design international industry event, recognised “the biggest challenge facing individual and build an original video game today on the global gaming calendar as business growth is attracting investment based on STEM concepts part of Melbourne International Games for expansion, as well as early stage Week. Membership of the IGEA has development funding”. It is here that • The video game industry in Australia grown by over 50% since the launch PAX assists independent games is now worth over $2.9 billion a year of PAX Australia, which now accounts developers, with one Melbourne-based (up 4% on PY) and sales of video for all major Australian publishing and developer receiving a multi-million-dollar games now exceed movie box distribution businesses. investment from an international video office receipts in Australia. game publisher, following their presence PAX is part of the Penny Arcade Expos, at PAX Aus 2016. PAX is the dominant force in the the largest video gaming festivals in Australian consumer gaming event North America. Organised by ReedPOP,

Business Events Council of Australia 27 EVENT LEGACIES: • Providing an eSports arena on the calibre media attendance, with over show floor to showcase new games 450 of the most influential games Gaming, of the non-gambling kind, is within eSports (an explosive growth media in Australia and New Zealand big business. The video game industry market) and gaming competitions in attendance who delivered over in Australia is now worth over $2.9 billion 125 million media impressions. a year (up 4% on PY) and sales of video • Working with the Association, the games now exceed movie box office Attorney General’s Department and receipts in Australia. Video games are the Classification Board to change played by 67% of all Australians, and legislation regarding classifications the average age of a video game player and viewing unreleased games is 34, the same average age of the PAX attendee. 97% of homes with children • Providing a net percentage of have computer games. revenue back to the Association to help fund industry development PAX Australia is the largest consumer show in the Australasian region, and • PAX also works closely with the as an internationally recognised brand, Victorian Government, who have, brings with it a significant amount on the back of PAX, introduced of global prestige, global press and Melbourne International Games opportunity. Week - the largest digital games event in the Asia Pacific region The event supports the wider growth - linking a range of businesses, and development of the industry, now education and entertainment in and into the future, through various a week-long extravaganza of activities, including: gamification, to place Melbourne on the global map as the digital games • Providing networking and trade capital in Australia. The event opportunities by co-locating also includes a series of industry numerous trade and social events B2B events such as Unity’s Unite that form part of Melbourne Conference (a games education International Games Week, a PAX, Summit) and the Game Developers Association and Government initiative Asia Pacific Conference (GCAP)

• Curating and underwriting space • Additionally, PAX supports the known globally as PAX Rising, to game developers of tomorrow by support over 70 independent game hosting the winners of the STEM developers from Australia Video Game Challenge, a national competition open to students in • Introducing government bodies, years 5-12, learning about STEM in particular the Classifications (Science, Technology, Engineering Board, to new and emerging and Maths), to design and build technologies with exclusive show an original video game based on floor tours so they gained a better STEM concepts understanding of what’s coming to ensure classification is handled • Driving international profiling and appropriately, enabling members to recognition to the industry and be able to promote new games and Melbourne as the gaming hub of platforms with increased ease Australia. The event draws high-

Business Events Council of Australia 28 FINE FOOD AUSTRALIA – organised by Diversified Communications Australia

HIGHLIGHTS: The event presents new and innovative new additions, including the inaugural products from around Australia, and from Commercial Drinks show. Co-located • 2017 event drew the highest over 45 countries internationally, as well with this year’s Fine Food Australia, attendance in eight years (Sydney) as live demonstrations, masterclasses the two shows brought together the - 20% increase in visits: 23,762 in and industry recognised competitions. country’s $16 billion liquor industry with 2017 vs 19,617 in 2015 The annual show attracts over 1,000 the $170 billion foodservice and food exhibitors from Australia and the retail industries, creating a formidable • Annual “Women in Hospitality” world, providing a platform for regional industry event. events to support the career producers from around the country to development of women in the showcase their products and services to Fine Food’s ongoing commitment to industry and raise funds to give a global audience. The event alternates industry innovation accelerated in 2017 back to community organisations between Sydney and Melbourne each through a series of new events, including September. The Lions’ Den; Start Up Hub; and the • Champions innovation in the FIAL Innovation Zone. industry through initiatives such as The visitor target audience is broken into The Lions’ Den; Start Up Hub; and five key segments: The 2017 event exceeded all financial the FIAL Innovation Zone and non-financial targets. It was the • Food service - includes owners, biggest in its long history (14% increase • Showcases and helps with skills managers, chefs, baristas from in sqm from previous Sydney event), development via long-standing restaurants, takeaways, hotels, with the largest number of exhibitors competitions and awards cafes ever, and the best attendance figures in Sydney in over eight years (20% • The event attracts around 1,200 • Catering - includes high volume increase on previous Sydney event). international buyers – around 200 foodservice outlets such as Exhibitor and visitor satisfaction also through Austrade caterers, canteens, aged care and confirmed success, with a 9% increase healthcare kitchens in exhibitor satisfaction, 95% visitor • Many exhibitors are from regional satisfaction and a visitor net promoter Australia – the event opens up • Bakery - includes owners and score of +25 (compared to an industry export markets to exhibitors buyers from bakeries standard of +5). especially in dairy, seafood, fruit and vegetables, seafood, and grains. • Retail - includes owners and buyers from supermarkets and With over 33 years’ experience in the independent grocers food industry, Fine Food Australia is Australia’s leading trade exhibition for • Import / export - includes importers, the foodservice, hospitality and retail exporters, food and beverage industries, and strives to be the most distributors. important destination for any business in the foodservice and hospitality An ever-evolving and iconic event, Fine industries. Food Australia 2017 launched several

Business Events Council of Australia 29 EVENT LEGACIES: industry, including The Lions’ Den; Start $3,000 for Dress for Success Sydney Up Hub; FIAL Innovation Zone. and the Daylesford Primary School The event supports skills development Kitchen Garden Programme. in the industry and the jobs of today Fine Food Australia also runs an annual and tomorrow, with long-standing ‘Women in Hospitality’ charity event The event also supports the needs of competitions and awards. These to support the career development disadvantaged Australians by donating include the Nestlé Golden Chefs Hat of women in the industry. In 2017, the unwanted and leftover furniture Awards and Bakeskills. New for 2017 event raised $3,172 for the Outback to the Launch Housing initiative, was the Worldskills competition, which Spirit Foundation, which aims to help which furnishes housing for people showcased apprentice skills across aboriginal enterprises raise money to experiencing homelessness, and cookery and butchery, as well as a series grow and market native “bush” foods. providing a collection point for financial of initiatives supporting those new to the And in 2016, the charity event raised donations to the initiative.

Meetings & Events Australia (MEA) - Registered Training Organisation

Meetings & Events Australia has the course subjects that best support state and territory at reduced rates. confirmed its status as a Registered their career goals. Training Organisation until 2024 and The Diploma course is part of the career launched a new Diploma of Event Students are supported by an pathway offered by Meetings & Events Management (SIT50316) as part of experienced trainer who will guide and Australia to grow and nurture young a new education and professional assist them in completing the course. event professionals. This pathway development model for the events Two day workshops addressing specific includes professional development, industry. units are scheduled every ten weeks for mentor and scholarship programs to students to attend in person or via an build on the skills needed by the industry. This model provides flexible learning in online link. These Workshops provide event management, combining practical practical knowledge and showcase Findings of the 2016 Australian training from industry experts with case studies and experiences from Workplace Skills Shortage Survey of the online learning. This course is designed experts working in the events industry. Events Industry highlighted a large skills to enable students to manage their The Workshops are also open to non- gaps in the sector for experienced event study around their work commitments. diploma students, who simply wish managers at both the mid and senior Students from all over Australia will have to update their skills and gain new levels. MEA subsequently developed the opportunity to study what they want, knowledge. this course to help fill these gaps. at their own pace and in their own time from their desktop or mobile devices. Diploma students receive an annual Students can start the Diploma course MEA Student Membership giving them anytime throughout the year and the access to our professional development curriculum also allows students to select and networking events held in each

Business Events Council of Australia 30 APPEDIX B: Business Event supporting case studies

23rd World Congress on Intelligent Transport Systems, 2016

Host organisation: ITS Australia on behalf of ITS Asia Pacific

HOST ORGANISATION DELIVERY: • Strong state and local government DEFINITION: support across all activities, • Local Organisation Committee stakeholder Pavilions, business ITS Australia represents the interests involved more than 50 organisations functions and VIP events. of the national Intelligent Transport representing government, Systems industry, promoting the industry and academia ensured OUTCOMES/LEGACIES: development and deployment of engagement from leading ITS and advanced technologies to deliver safer, aligned organisations, to implement • More than 11,500 delegates, more efficient and sustainable transport. the World Congress strategic plan, exceeding the anticipated number explore new opportunities and of 7,000 attendees ITS Australia represents more than deliver a successful event one hundred organisations including • All continents, and more than 70 governments, industry, academia • As a Club Melbourne Member, countries, represented and start-ups. Affiliated with peak ITS World Congress Project Director, organisations around the world, ITS Dean Zabrieszach leveraged local • The largest international association Australia is a major contributor to the and international networks to conference in Australia in 2016 development of the industry and host of ensure industry support and build two ITS World Congresses. awareness • The second largest congress ever in Melbourne STRATEGIC OBJECTIVES: • Working closely with the international ITS community, the International • $25 million benefit to the economy The strategic objects are set out by the Program Committee, comprising ITS World Congress Board: ITS Asia Pacific, ITS America and • 100 international Ministers, Mayors, ITS Europe-ERTICO collaborated senior representatives and advisors • Engage all stakeholders to ensure the Congress program, attended the High-Level Policy activities and networking was of the Roundtable, an invitation only • Raise political and general public highest standard meeting, hosted by the Australian awareness of ITS Federal Government • To ensure high quality of international • Create an environment to support visitors, global engagement was • A number of connected and widespread deployment of ITS significantly enhanced by engaging automated on-road trials, pilots regional delegate boosting hubs, and initiatives announced at and • Lift the awareness and understanding consistent international marketing immediately after the Congress of ITS in other aligned disciplines and communications messages and support from Australian and • Connecting Australian industry with • Actively support student engagement Victorian Trade commissions international markets, stimulated in ITS World Congress activities. business opportunities, multiple • Australian Prime Minister Malcolm Memorandums of Understanding The 2016 ITS World Congress exceeded Turnbull officially opened the (MOUs), industry confidence to play expectations and achieved the strategic Congress, with Federal, State a global leadership role, increased objectives. and local Government Ministers, profile and enhance reputation Mayors and officials fully engaged in the program

Business Events Council of Australia 31 • Connections with schools, universities • Key Congress themes and • Increased ITS Australia membership, and learning institutions through the messages captured in ITS Australia greater local industry profile and numerous student programs Report ‘Smart Transport for Australia’ recognition, strong government, with insights from industry thought- member and stakeholder • Heightened community awareness leaders, a focus on Australia relationships enabling greater following two open for public days considerations and future business communication, collaboration and and community programs opportunities cooperation.

Asia-Pacific Association for International Education Conference 2016

Host organisation: Asia-Pacific Association for International Education – APAIE

HOST ORGANISATION THE SOLUTION: OUTCOMES/LEGACIES: DEFINITION: • Club Melbourne Ambassador • Attendance at the APAIE APAIE is an international non-profit Professor Susan Elliot of the conference has been growing organization whose goal is to activate University of Melbourne led the year on year and attendance in and reinforce the internationalization bid which brought together nine Melbourne was significantly higher of higher education in the Asia-Pacific Victorian universities to collaboration (188%) than anticipated attracting region and around the world, and to and co-shot the conference 1,674 delegates from 46 countries, engage the professional challenges of reflecting the global interest in individuals in international education. • Each university hosted specialised attracting international students tours throughout the conference. THE ASSOCIATION PROBLEM: • The large exhibition that accompanied the conference • Achieve greater cooperation amongst attracted 90 exhibitors, 83 of which those responsible for international were international and included education universities from Russia, France, USA, Germany and across the Asia • Facilitating harmony & advancement Pacific. of the Asia- Pacific region institutions to enable promotion of the quality international programs and activities.

Business Events Council of Australia 32 20th International Aids Conference 2014

Host organisation: International AIDS Society (IAS)

HOST ORGANISATION THE SOLUTION: OUTCOMES/LEGACIES: DEFINITION: • Ensure the right people and • Melbourne public embraced the IAS is the world’s largest association of organisations were involved in congress with 6,000 people visiting HIV professionals, with members from the planning and delivery of the the Global Village over 180 countries working on all fronts conference. The Local Co-Chair, of the global AIDS response. Together Professor Sharon Lewin, was • Several key policy changes can be they advocate and drive urgent action to connected with the Club Melbourne attributed to the hosting of AIDS reduce the global impact of HIV. Ambassador Program and through 2014 in Melbourne this network she was able to THE ASSOCIATION PROBLEM: generate engagement from local • The AIDS 2014 Legacy Statement, leaders of various institutes and signed by all health Ministers • HIV interventions and policy universities to boost local support in Australia, commits to the strategies need to be tailored to and increase the promotional virtual elimination of new HIV specific population and country channels overseas transmission in Australia by 2020, and takes a strong stance on the • In the context of advocacy, there • Delegate boosting into the Asia elimination of HIV-related stigma was recognition that greater Pacific region and discrimination. The Legacy support of Key Populations is Statement influenced Australia’s 7th needed, especially in countries • In February 2014 a Ministerial’ National HIV strategy which was where discriminatory policies and Roundtable, including all state released at AIDS 2014 legislation are hindering prevention Health Ministers and other and treatment efforts stakeholders, was held to discuss • At the international level, the Local Australian priority issues for the Co-Chair, with the support of the • Create maximum impact of the conference, debate about the MPG and other stakeholders was event in Australia, a country with potential legacy for Australia Health able to facilitate a process which a relatively low HIV/AIDS infection Policy beyond the conference, and resulted in the removal of Australia rate to identify pre-and post-conference from UNAID’s list of countries with partnerships that would showcase HIV-related travel bans. • Ensure African delegates attend the Australia’s HIV and AIDS response. event.

Business Events Council of Australia 33 World Cancer Congress 2014

Host organisation: Union for International Cancer Control (UICC)

HOST ORGANISATION THE SOLUTION: OUTCOMES/LEGACIES: DEFINITION: • Facilitated collaboration to • Facilitation of collaboration and Unite the cancer community to reduce leverage Melbourne’s intelligence. education the global cancer burden, to promote Brought together State and local greater equity and to integrate cancer government, Cancer Council • The WHO in partnership with UICC control into the world health and Victoria and Australia, Club launched a new guide to prevent development agenda. Melbourne Ambassador Program, and control cervical cancer MCEC and tourism industry THE ASSOCIATION PROBLEM: • Cancer Council Australia in • Through these partnerships partnership with Prostate Cancer • Developing specific time-bound delegates were able to visit Foundation of Australia and UICC targets and indicators to measure Melbourne’s world leading cancer launched new draft guidelines the national implementation of research and treatment facilities Prostate Specific Antigen testing policies and approaches to prevent such as Walter and Eliza Hall and control cancer Institute, Royal Children’s Hospital, • Funding support abstracts Olivia Newton John Cancer submitted describing programs • Raising the priority accorded to and Wellness Centre and Peter to build public support to fund or cancer in the global health and McCallum Cancer Centre. donate to cancer control causes development agenda • Delegate attendance up by 35% • Promoting a global response to from previous event cancer • UICC won the Association Award • Grow attendance and membership. for Conference Development, off the back of the Melbourne meeting

• Club Melbourne Ambassador and member of the Congress organising committee, Professor Sanchia Aranda was appointed President- elect of UICC during the Congress and appointed CEO of Cancer Council Australia in 2015.

Business Events Council of Australia 34 APPEDIX C: Current Bidding Process

Win

Increase visitor numbers and expenditure in event location with some flow on benefits

Seek to attract Build allies / Face a business Develop pitch seek support competition event

Fail

Business Events Council of Australia 35 APPEDIX D: Future Strategic Bidding Process

Regional benefits including with Activator Fund

Increased visitors Inward trade and spend missions

Linkages to other Visa-waiver Win industries program

Knowledge Marketing translation promotion

Whole of sector Develop with Capture and Validate strength Secure concerted Event information and partners and measure of case and seek gov’t support Ambassador data suggests gov’t support a comprehensive designation as through BEGF and Australian X* well placed compelling pitch data and benefits Priority Business - Attractor diplomatic efforts to hold business / with access to (eg. employment Event (PBE) - Activator support PBE event funds figures)

Capture feedback to improve further Fail competitiveness

* X represents a location or industry sector

Business Events Council of Australia 36 Support for the business events sector is risk free. It delivers The business events industry is a ROI above and beyond tourism powerful demonstrated facilitator of: outcomes.

• Job generation across Australia With limited government support, the business events industry has secured its own foothold as a major and • International trade opportunities serious contributor to Australia’s visitor economy and harnessed our international competitive advantage. • Regional development and tourism pathways However, in recent years, Australia’s ranking on important indicators such as the International • Soft diplomacy Congress and Convention Association’s (ICCA) international country and city ranking3 which • Go-to-market strategies for new products associations use to discover the top business event destinations, has dramatically slipped, and we now and services (especially from regional areas) face serious challenges. Supporting the business events industry will drive economic growth and help • Knowledge sharing: research, new create new jobs; it is vital we don’t lose the momentum technologies and partnership creation gained from this industrious sector, and its reputation as job stimulator in cities and regional Australia. 3 https://www.iccaworld.org/

Case Study Case Study

Destination: Gold Coast Destination: Darwin Event: Infinitus Incentive Group (Health Foods) Event: Asia-Pacific Sciences Conference Date: November 2016 (Science and Technology) Competing destinations: Korea, Japan Date: August 2019 Attendees: 6,000 Attendees: 500 Economic Impact: $30M Economic Impact: $1.4M (projected)

The Business Events Council of Australia calls for an unequivocal policy and funding commitment to business events to drive an increase to tourism, trade, investment and knowledge sharing through six pillars:

1. Ensure government 2. Commit to ongoing investment in Tourism Australia business events research To secure ongoing investment in Tourism Australia, and To preserve and improve data sources that enable in particular Business Events Australia4 (BEA), to help the independent and ongoing benchmarking of the industry industry leverage the potential of business events in major and continue the commitment to fund The Value of cities and regional areas. The recent Bid Fund delivered was Business Events6 report produced by BECA. We seek received well, with tangible results already delivered. We seek essential investment to ensure core research of Tourism a further $10 million dollars or $40 million over four years to Research Australia (TRA) provides regular benchmark data boost the Bid Fund and BEA’s other partnership programs on the sector’s performance. with industry through a Business Events Growth Facility.This Not doing so, will mean the industry is unable to track will enable more business events to be secured in major cities growth, issues or strategically plan for the future. and importantly in regional Australia. It will also enable key events in strategic industry sectors to be developed further. Not doing so, puts the business events industry at risk of 3. Commit to an Infrastructure Study losing out to competing international cities for events, and To fund a national program to map the infrastructure the subsequent loss of flow-on investment and innovation needs of the business events industry across city and especially in regional Australia where there is untapped regional areas, to identify the gaps and priorities. opportunity. In the international association meetings market, Australia’s share has declined to 2.1%, ranked behind 14 Not doing so, prohibits industry planning, investment other countries.5 attraction and growth - especially in regional areas. 4. Enable access to industry 6. Encourage links with Austrade and other skill development programs economic development and trade agencies To support the business events industry to work with To create more collaboration and partnership between the VET and higher education sector including TAFE business events industry and government, allowing for the to review, and refresh skills and training programs direct link between the industry’s work and the key drivers matched to workforce needs; now and in the future. of economic development identified as the Industry Growth This requires a more flexible structure for reviewing Centre Initiatives. curriculums to ensure it remains fit-for-purpose and To establish a Growth Industries Business Events Team to relevant to the industry. coordinate the translation of Growth Centre output. This Not doing so, will deplete the skills base of the sector dedicated unit would be no more than 3-4 people (or Full and increase workforce shortages, for which the Time Equivalent, FTE), requiring a budget of $1.5m per industry is already seeing the crippling effects. annum or $6m over the Forward Estimates. Not doing so, prohibits the government from sharing in the achievements of business events with the centres of 5. Enable a nimble events workforce excellence that they boost. through visa reform To support the business events industry’s need to More detail on the priorities listed above is outlined in respond to fluctuating demands, with access to additional BECA’s policy framework and pre-budget submission. international and temporary skilled labour on short-term contracts to fill much needed gaps. 4 Is a department of Tourism Australia 5 Australian Association of Convention Bureaux and International Convention Not doing so, dramatically impedes Australia’s ability to and Congress Association (ICCA) – Australian Chapter data. compete for lucrative in-bound business events particularly 6 EY Report, commissioned by BECA 2017 available at: www. from growth markets in Asia especially China and India. businesseventscouncil.org.au

Case Study Case Study

Destination: Sydney Destination: Melbourne Event: International Conference Event: PAX Australia (eSports) on Machine Learning (ICML) 2017 Date: October 2017 (Science – Artificial Intelligence) Place of decision: Australia Funding: Yes Attendees: 65,000 Date: 7 – 11 August 2017 Attendees: 3,500 Economic Impact: $12.9M

Case Study

Destination: Adelaide Event: 68th International Astronautical Congress Date: September 2017 Attendees: 5,000 Economic Impact: $17.8M $17.8 Million

Case Study Case Study

Destination: Cairns Destination: Perth Event: IUPAC Macro World Event: AOG18 Australasian Polymer Congress 2018 Oil & Gas Exhibition and Conference Date: July 2018 Owned By: Diversified Communications Australia Competing destinations: USA Date: March 2018 Attendees: 800 Attendees: 6,703 Economic Impact: $4.4M Economic Impact: $18M International delegates spend, on average, 21% more than other international visitors over of the course of their trip and 77% more per day.6

BrickfielderGE 2017

6 EY Report, commissioned by BECA 2017 available at: www. businesseventscouncil.org.au

Case Study Case Study

Destination: Sydney Destination: Perth Event: Fine Food Australia (Exhibition) Event: LNG18 Sydney & Commercial Drinks Show Owned By: GTI (Gas Technology Institute), Date: January 2017 International Institute of Refrigeration (IIR), Attendees: 23,762 and International Gas Union (IGU). Scale: 1,000 exhibitors and 1,200 international Date: April 2016 buyers, 200 through Austrade Attendees: 8,500 Economic Impact: $50m

Case Study Case Study

Destination: Melbourne Destination: Brisbane Event: Cathay Life Insurance Incentive (Insurance) Event: ISF World Seed Congress (Agriculture) Date: May 2018 Date: June 2018 Attendees: 2,300 Competing destinations: European City (non-specified) Economic Impact: $10.6M Attendees: 1,148 Economic Impact: $2.8M

The business events sector is a high-value, fast- growing component of the visitor economy, where 1 in 5 dollars spent by international visitors in Australia is spent by an international event delegate.

Deloitte Access Economics Why the business events industry should be supported now The opportunity should not be squandered.

With support through the identified pillars, the results would be immediate. A government commitment now, would provide the assurance the industry needs to grow. This would impact the industry in the following ways:

New Jobs for today and tomorrow. Increased competitive power Companies in this sector have jobs to fill7. In 2018, 62% of companies for the lucrative business surveyed said they have jobs they can’t fill due to the skills shortage, events tourist. a 15% increase in a single year8. 39% of event companies said that ‘government policies impacting business’, would be a factor that may Australia’s key competitors for business limit their growth in 20189. events have caught on to the power, potential and economic activity generated by this With government support, we can support the VET and higher lucrative market. education sector e.g. TAFE to ramp up their training programs and feed the employment pipeline. Practical skill development including As such, the competition for hosting inbound apprenticeships and traineeships can address this shortage and enhance international events is fierce, heightened the desirability of this sector, especially to women, young people, older by the subsiding and bidding by the workers and those in regional areas. governments of competitor destinations. Whilst we can’t compete on that level, help with reducing the costs of long-haul travel Major knowledge translation. would be beneficial, as this is often a last stumbling block on bids. Business events have an engagement footprint that goes way beyond the event. While scientific breakthroughs and commercial ideas make inroads The continuation and growth of the to new development, it is through meetings and business engagement Government’s Bid Fund is a highly efficient that the ideas are brought to life and commercialised – resulting in and effective way to win international business knowledge translation10. driving dollars directly into local economies. The Industry Growth Centres Initiatives could be linked more closely to the 11 business events industry, as important work in the six identified sectors 7 The Australian Workplace Skills Survey for the events are already underway. Industry Sector for the Meetings & Events Australia 2017 and 2018 Summary. 8 As large parts of the Growth Centres are regionally based, business et al. 9 Exhibition and Events Association of Australasia’s Market events could play a practical and effective role in supporting regional Monitor 2018 report. areas, bolstering capacity, supporting jobs and generating growth. 10 Knowledge translation is the science of bridging the gap between what we know and what we do. In involves Whilst Australia ranks in the top 10 of OCED countries for research and multidirectional communication, interdisciplinary processes, collaboration and includes all steps between knowledge development, is the lowest country in the OCED for commercialisation of creation and knowledge application. innovation. It is time for business events to take its rightful place at the 11 Advanced Manufacturing, Cyber Security, Food and Agribusiness, Medical Technologies and Pharmaceuticals, trade table and make the type of impact only face to face collaboration Mining Equipment, Technology and Services and Oil, Gas can make. and Energy Resources. Business Events Council of Australia (BECA) is the peak body for the business events sector and represents the industry to governments and its agencies on issues common to all segments of the industry.

The members include:

Association of Australian Convention Bureaux (AACB) • Australian Convention Centres Group (ACCG) • Exhibition and Event Association of Australasia (EEAA) • International Convention and Congress Association (ICCA) - Australian Chapter • Meetings and Events Australia (MEA) • Professional Conference Organisers Association Inc (PCOA)