Australia lures MICE with global campaign


TOURISM Australia is encouraging MICE players to take advantage of the NTO’s A$40 million (US$28.8 million) multi-platform aquatic and coastal global marketing campaign to drive business events to the country.

Speaking at the official AIME media conference and Tourism Australia Hosted Buyer and Media lunch in Melbourne on Monday, Tourism Australia’s managing director John O’Sullivan emphasised the campaign wasn’t just targeted at the leisure market.

He stated that 60 per cent of business events providers choose Australia for its aquatic and coastal assets, food and wine, cosmopolitan cities and its safety and friendliness.

O’Sullivan added that the campaign was being brought to life through traditional media as well as virtual reality video technology showcasing 17 aquatic experiences currently available on

The technology would be made available to travel agents and the business events teams in key markets including America, Mainland China, New Zealand and London in the coming weeks.

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