To study and analyse about the MICE industry of Australia. • Critically evaluate opportunities and issues of conferencing industry of Australia INTRODUCTION ‘’No grand idea was ever born in a conference, but lot of foolish ideas have died there’’ (F. Scott Fitzgerald, The crack up, 1945) Travelling for the purpose of carrying out trade and engaging in commerce was one of the earliest types of tourist activity undertaken by enterprising members of ancient civilizations.
The business motive was strong enough to drive intrepid merchants and other entrepreneurs to live their native lands in search of distant markets in which to buy or sell goods and products not found locally. Today business tourism – principally, travel for commercial, professional and work related purpose – represents the major non leisure form of tourism and business tourists are widely recognized as the highest-spending category of travellers. This case study examines the different characteristics of the various categories of business tourism of Australia and analyse the trends and issues are affecting the industry.
Modern day business tourism takes four principal forms: • Travel for the purpose of attending conference and other types of meetings • Incentive travel • Travel to attend an exhibition or trade fair • Individual business travel In vast majority cases, each category of business tourism is in some way connected to the traveller’s professional life or to their role in the buying and selling process that underpins much of modern commercial life. Meetings Travelling in order to attend a meeting of some kind is one of the most widespread forms of business tourism.
Meetings take many forms and enormously in size and purpose, but the meetings that stimulate business tourism are primarily those organized with an objective linked to the attendee’s professional activity. Incentive travel One particular of meeting is usually regarded as being sufficiently distinct from all the others to justify it being given its own separate category. Incentive travel is the name given to the travel usually in groups of employees who have been awarded a luxury trip entirely paid for by the company as a prize for high achievement at work. Exhibitions and trade fairs ome of the largest flows of business tourists are found when many thousands of people gather in a destination for one or more days to attend an exhibition. Some types of exhibitions are like exhibitions of travel industry, motor industry, medical and technology. Individual business travel The final sector of the business tourism industry that was identified earlier is that of individual business travel, which may also be termed corporate travel. This sector comprises the trips of all men and women whose work obliges them to travel, either regularly or on an occasional basis.
AUSTRALIA Australia is the sixth largest country in the world. Australia is an islandand located on the smallest continent in the world. Population: 17. 5 million Geographic size: 2. 97 million square miles Capital: Canberra Major cities: Brisbane, Sydney, Perth, Melbourne, and Adelaide. Tourism Australia is the place with lots of tourist destination and many attractions like Opera house, blood – red Uluru (Ayers Rock), the Great Barrier Reef or the land of Kangaroos, Koala, wilderness areas, natural wonders and low-key rural charm.
Australia is widely considered as most distinct and rich environment in world. The home to the oldest living culture in the world. The lifestyle of the people in Australia has esteemed and desired by all over the world. All these facts make Australia the world’s most admiring destination for visitors. One of the major city Melbourne of Australia rated first for the top paying destination per visit and for the length of visitors. (Albert Stafford, 4th-6th October 2010, world tourism organisation conference paper).
The top destinations by the number of visitors in Australia are follows: Sydney, Cairns, Gold coast, Fraser island, Magnetic islands, Whitsundays, Ayers Rocks, Great ocean road, Kakadu national park and Tasmania. ( http://www. portaloceania. com). The most visitors of Australia in 2010 are from New Zealand, United Kingdom and United States of America. ). Total of 5. 8 m people were visited this year(2010)till the end of September. (annual report September 2010, www. tourism. australia. om) Tourism Australia is the government agency responsible for the international and domestic marketing of Australia as a destination for leisure and business events. The outcome statement of tourism Australia which has approved by the government of Australia as follows: Increase demand demand for Australia as a destination, strengthen the travel distribution system and boost the development of a sustainable tourism industry through consumer marketing, trade development and research activities.
The target markets of tourism Australia are mainly first time experience seekers with repeat experience seekers also looking for more youth, family, honeymoon, holyday makers etc…giving special attention for getiing international business events, incentive travel and association meetings etc…the Our Outcomes Tourism Australia’s Outcome Statement as approved by the Government is as follows: Increase demand for Australia as a destination, strengthen the travel distribution system and contribute to the development of a sustainable tourism industry through consumer marketing, trade development and research ctivities. Our Target Markets Leisure Tourism International – First Time Experience Seekers are our global primary target market with Repeat Experience Seekers as a secondary target market. Key segments – Youth, Family, Honeymoon, Holidaymaker. Business Events Tourism International – Corporate Meetings, Incentives and Association Meetings. Our Current Prog ram MEs Tourism Australia delivers on its Outcome Statement via three Australian Government programmes. These Programs are: 1. Increase demand – “increase demand for Australia as a destination” 2. Strengthen travel distribution system – “strengthen the travel istribution system” 3. Industry development – “Contribute to the development of a sustainable tourism industry” through stakeholder engagement and provision of insights to assist industry decision making, particularly consumer marketing and trade development activities. These insights are provided by research activities. In December 2009, The National Long Term Tourism Strategy was launched. The Strategy reaffirms Tourism Australia’s role in the demand side of tourism marketing, and has strengthened Tourism Australia’s role in industry development. Work is underway to determine the impact of the
Strategy on our Australian Government programmes. Further information on the National Long Term Tourism Strategy and Tourism Australian’s role is provided on BUSINESS TOURISM (MICE) OF AUSTRALIA The MICE sector(meetings, incentives, conventions and exhibitions) is one of the fastest growing segment of international tourism. Perhaps no region is Mice tourism increasing more rapidly than in the Asia pacific (Dwyer and Mistilis, 1997; Muqbal, 1997). As like all countries Australia also considering MICE as the fastest growing sectors of their tourism industry. It is the highest yield sector in their tourism business.
International business delegates are spending nine times more money than the regular tourists. So this sector is considering that the highest earning tourism sector because of the huge spending of the delegates. The business tourism sector became substantial grown in the recent years even though they are providing lots of opportunities by focusing business tourists for the next ten years. (www. businesstourismaustalia. co. au). History To understand about the future issues can be faced by Australian business tourism we need to go through some brief discussions about their past developments.
Australia has been influenced by the general trends in tourism, such as increased propensity to travel and advances transportation. The growth of multinational corporate, international agencies and development in associations represents issues that fuelled the growth of meetings incentives, conventions and exhibitions industry (MICE) in particular. (Lawson 2000). The MICE industry in Australia mainly developed in the last decades, because I was being as a neglected industry till the early 1990s, a number of initiatives assisted in the rapid growth and for getting sustainable by the few years. McCabe et al. 2000). In 1992 national tourism strategy identified that the sector is having substantial potential for growth and in 1995 the national strategy for the MICE industry was also invented the same. (Commonwealth depart of tourism 1992 and 1995) Australia understood the the conventiona and meeting instry is steadly growing all over the world and studied about the demand and supply of the industry in late 1980s. as a result of that some convention centres were built in Adelaide and Sydney followed in 1990s by Melbourne and Brisbane.
Today there are many convention centres all over the country and also planning to build more. In the last decade Australia’s eligibility was get accepted world widely mainly because of the Sydney Olympics 2000, it gave much substantial impact on the reliability of the industry and hold its top position in the Asia-Pacific region (ICCA. 2000a). As like all MICE destination Australia also gone through strong competitions from the Asia-Pacific region, with Japan, Singapore, and Thailand (Ladkin and Spiller 2000).
Moreover, there are many worries over limited capacity, and awkward accessibilities. Anyway its sure that Australia’s mice industry will grow upward in future but it has to face lots of challenges and threats. VISION AND MISSION The objectives of the Australian tourism industry are follows: ? To influence people to travel Australia, including for events ? To influence people to travelling to Australia to also travel throughout the Australia ? To influence Australians to travel throughout Australia, including for events ?
To help foster a sustainable tourism industry in Australia; and ? To help increase the economic benefits to Australia from tourism The functions of Australian tourism are given below: ? To increase the awareness of potential international travellers of Australia as a destination ? To increase the awareness of potential domestic travellers of Australia as a place to travel ? To increase the knowledge of potential travellers both international and domestic of Australia ? To increase the desire of potential international travellers to travel to Australia ?
To increase the desire of potential travellers both international and domestic, to travel throughout Australia ? To conduct research into, and analysis of, international and domestic travellers. ? To report on trends in international and domestic travel ? To communicate effectively with the Australian tourism industry on issues that may affect it and; ? To increase awareness throughout Australia of the contribution of tourism to Australia’s economy, society and environment. (Minister for tourism, statement of expectations Feb 2010; 2010/13 corporate plan)