The Importance of Business Events: Enhancing Collaboration and Impact

Business events play a vital role in driving economic growth, benefiting both local communities and national economies. Recognising this, government agencies at state, national, and international levels are increasingly working with PCOs, associations, in-house meeting managers, and corporates to secure international business events and expand domestic offerings into trans-Tasman or Asia-Pacific opportunities.

At the upcoming session on Monday, 2nd December 2024, held at The Star Brisbane, industry leaders will have the opportunity to explore these collaborations in depth. Expert panellists Anthony Ryan CEO of Brisbane Economic Development Agency, Penelope Ryan, Global Manager of?Business Events, Tourism New Zealand and Robin Mack, Executive General Manager, of Business Events Australia will discuss the critical role their agencies play in supporting business events and ensuring long-term success for organisers across Australia and New Zealand. The session will be moderated by Adam Spencer, a seasoned media expert and ABC interviewer. Known for his engaging and insightful approach, Adam will guide the discussion, ensuring it is both dynamic and informative, bringing out key strategies and perspectives from the panellists.

·???????? Anthony Ryan, CEO of Brisbane Economic Development Agency (BEDA), leads efforts to position Brisbane as a prime business events destination. With extensive experience in strategic partnerships and economic growth, Anthony will share insights on how BEDA collaborates with PCOs and associations to maximise event opportunities and leverage Brisbane’s profile, especially in the lead-up to the Brisbane 2032 Olympic and Paralympic Games.

·???????? Penelope Ryan, Global Manager of Business Events at Tourism New Zealand, brings her expertise in global tourism and business events. She will highlight how Tourism New Zealand partners with New Zealand operators and local bureaus as well as PCOs and associations to grow and attract business events into New Zealand, focusing on how collaboration within New Zealand amplifies support for both international and domestic events.

·???????? Robin Mack, Executive General Manager for Business Events Australia at Tourism Australia, will offer insights from nearly 30 years of experience in the travel and tourism industry. He will discuss how Business Events Australia works with partners to elevate Australia’s position as a leading business events destination, supporting organisers and the Australian regional bureaus through targeted marketing and international trade programs as well as subvention support.

Karen Sainsbury, PCOA Councillor for NSW, stated: “As Australian events increasingly look offshore, PCOs are being courted by destinations worldwide. Gaining insights from organisations closer to home, about the benefits of retaining events in Australia and New Zealand will be highly valuable information to share with my clients

Barry Neame, President of PCOA, also stated: “PCOA is thrilled to collaborate with these senior leaders, many of whom are our valued partners, fostering mutual learning and growth. This year, PCOA signed a Memorandum of Understanding (MOU) with Business Events Industry Aotearoa (BEIA) to enhance the business events industry across Australia and New Zealand. We also maintain a strong partnership with the Thailand Convention and Exhibition Bureau (TCEB). During the 2024 conference, following the panel discussion, we will further explore these topics at our Solutions Summit, engaging with other bureaus and government bodies present in the room to discuss how we can continue strengthening the local events landscape.”

This session will highlight:

• The economic significance of business events and why governments invest in these initiatives.
• Strategies for partnering with PCOs, associations, and in-house meeting managers to win international events and expand domestic events into trans-Tasman or Asia-Pacific opportunities.
• The various resources available, from marketing tools, subvention funding and tradeshows to site inspection assistance.
• Adaptations and strategies post-COVID to maintain competitiveness and foster growth.

Attendees will have the chance to engage directly with the panel, providing feedback on the challenges they face when planning, securing, and executing events within destinations. The panellists emphasise the importance of transparent reporting and using metrics to demonstrate event success and guide future collaborations.

Don’t miss this opportunity to gain invaluable insights and contribute to a meaningful dialogue aimed at maximising the impact of business events. Register now to secure your spot.