Australia’s business events on show in New Zealand
Around 100 leading New Zealand business event planners and corporate clients gathered in Auckland on 29 June for a special event to learn more about Australia’s capabilities as a business events and incentive travel destination.
Organised by Tourism Australia’s specialist unit, Business Events Australia, the event highlighted Australia’s current offering for corporate meetings and incentives in its largest international market for business events.
Tourism Australia Country Manager for New Zealand, Jenny Aitken said events such as this help strengthen the connection with New Zealand organisers who arrange corporate meetings and incentives.
“Our aim is to keep Australia top of mind with New Zealand planners, and encourage them to hold their next business event in Australia. We want to really inspire them by talking about new experiences and provide them with fresh, new ways of looking at product, that they may not have considered or known about,” says Aitken.
The Australian experiences were showcased through five themes: culture and events; coastal and aquatic; nature and wildlife; luxury and indulgence; and food and wine.
Business Events Australia contracted award-winning Australian event management agency, Belle Laide, to assist with staging the event.
“Belle Laide demonstrated the best capability to deliver a high-end experiential event. We’re thrilled to have worked with them to bring Australia’s outstanding business events skills and experiences to the forefront of key decision makers in Auckland,” says Aitken.
Delon Price, Belle Laide’s Creative Director, says the company set out to create an immersive environment where guests would be surrounded by evocative images, stories, tastes, sounds and smells drawn from or inspired by some of the best business event and incentive experiences from around Australia.
“We have dedicated a lot of effort to capturing the essence of these experiences and distilling them into an evening that engages the senses, fires the imagination and reveals new horizons for our guests.
“This has required a large amount of detailed design, not just in the event environment and how this unfolds, but through innovative food and wine concepts and presentation, including transporting produce from Australia to Auckland. The event is all completely bespoke, so in that sense it is one of the most detailed pieces of work we have produced to date,” says Price.
Aitken says that Tourism Australia is committed to promoting business events to the New Zealand market and looking to grow this high-yielding segment through a number of trade and marketing programs, including educationals, events such as PAICE and Dreamtime, and partnering with key business publications to develop meaningful content.
“New Zealand represented the largest market for international business events visitors to Australia in 2015, and New Zealand business events visitors have a higher average spend than the total market average. With our activities in the New Zealand market, we hope to escalate this sector even more, and show New Zealanders that there’s nothing like Australia for inspiring and innovative business events,” Aitkens said.