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March 10, 2015
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Australia: Why Tourism Australia is Big on Business


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Tourism Australia managing director John O’Sullivan spoke with CIM about the importance of the business events sector to Australia’s overall tourism targets.

The business event traveler is "vitally important" to Australia's tourism scene, O'Sullivan said, with 80 percent returning as leisure guests following their business event. 

"This industry supports vital infrastructure into not only our metropolitan centers, but also our regional centers as well," he noted, citing hotels and convention centers as benefiting from the increased traffic. 

In 1999, O'Sullivan noted, Tourism Australia was one of the first national tourism boards to open an office in mainland China. Today, that office competes with more than 190 other destinations in that market. "It's a hugely competitive race," he said, "and it's one of the most complex and sophisticated sectors for marketing as well. It's really important that this sector, along with the leisure sector as well, becomes more sophisticated, becomes more innovative, uses digital channels and emphasizes value to the overall economy.  

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