Australia incentive destination of choice for Korea

Australia is fast building a reputation as the incentive destination of choice for businesses in North Asia, especially for those based in Korea.

Tourism Australia Managing Director John O’Sullivan said the interest in Australia as a business events destination was reflected in the solid incentive bookings out of Korea for the next two years.

O’Sullivan explained “during 2014 and 2015, Australia is confirmed to host a number of Korean incentive bookings ranging from 100 to 1,000 delegates from industries representing electronics, IT, banking and beauty industries.

“The upswing in incentive bookings out of Korea is consistent with  recent research conducted Tourism Australia amongst corporate decision makers in Korea, which revealed that , Australia  is ranked number one against 45 competitor countries across a range of factors which influence the choice of destination.

“Australia’s attributes of an outstanding food and wine offering, world-class beauty and natural environments, alongside a strong heritage and friendly people – all play an intrinsic role in the country’s overall appeal.”

This week’s North Asia Showcase, led by Tourism Australia, is just one example of the commitment to the business events market to reinforce Australia as destination of choice for Korean incentive decision makers.

10 Australian business events industry partners will join the showcase to be held in Seoul on today (Monday 7th April), promoting Sydney, Melbourne, the Northern Territory, Sunshine Coast, Gold Coast and Cairns, all of which represent an impressive range of products, services and experiences available in Australia.

O’Sullivan said the aim of the North Asia Roadshow, was to bring the very best of Australia’s business events product to important partners in the region like Korea, adding “Australia is continually investing in its business events and incentive offerings tailored to suit the market and through trade missions such as this we want to highlight the diversity that Australia has to offer for business events.

“We are very fortunate to live in a country that is fast becoming a global leader in food and wine experiences, destination choices and event spaces.

"Australia inspires those who visit. It’s great to see ongoing business from Korea heading to Australia. We are excited to welcome back delegates who have visited before as well as hosting new delegates over the coming year.”

To further demonstrate its commitment to the Korean market, Business Events Australia regularly runs events and an educational program to highlight Australia’s diverse business event offering.

In February, Business Events Australia hosted eight corporate decision makers, and one incentive agent from Korea on a five-day educational visit to Sydney and the Gold Coast giving them the opportunity to experience Australia first hand.

Highlights of the visit to Sydney included an underground opera show in Jenolan Caves in the Blue Mountains and climbing Sydney Harbour Bridge. On the Gold Coast, guests met native Australian wildlife at Currumbin Wildlife Sanctuary and visited McLarens Landing, an island oasis close to the city. Superb Australian cuisine was showcased throughout the visit with matching award-winning Australian wines.

For more information contact Giovanna Lever of Business Events Australia on 02 9361 1724.  E: glever@tourism.australia.com  

3rd September 2013 - AUSTRALIA’S BUSINESS EVENTS INDUSTRY OUT IN FORCE AT CIBTM CHINA 2013