Targeting MICE growth Down Under, Tourism Australia has unveiled a new marketing campaign that will strengthen the sector by up to AU$16 million by 2020.

Announced at the Asia-Pacific Incentives and Meetings Expo (AIME), the digital campaign will see the group set up a new website, businessevents.australia.com, as well as establish a consumer marketing project that will follow the footsteps of ¡®There¡¯s nothing like Australia¡¯.

The campaign will be rolled out to key markets including the US, UK, China, New Zealand, Korea, Singapore and Indonesia.

Tourism Australia managing director Andrew McEvoy explained the new pitch was developed based on insights contributed by event planners from the selected regions.

He added that the campaign has the potential to expand on the sector¡¯s AU$8.4 billion contribution in 2010.

¡°On average business events visitors spend 55 percent more per day than the average visitor at AU$212 per delegate per night - so the returns on our investment are strong but what¡¯s more they are also more likely to return for a business and leisure visit to Australia in the future,¡± Mr McEvoy said.

¡°Tourism Australia¡¯s new campaign and its dedicated business events website are about reaching the decision makers for such events with a strong message that Australia is a good place to do business.¡±

Mr McEvoy added that continued external impacts to the industry, including the high Aussie dollar, emphasizes the need for a dedicated campaign to draw in the business events groups.

¡°It is why the new campaign is so critical in telling the world how Australia can deliver on their business objectives - whether it is incentivising their teams or improving their business performance, and do this with team building activities, experience of our modern cities, unquestioned natural appeal, and great people.¡±