The Regional Victoria Business Events Program, currently being rolled out by Business Events Victoria (BEV), has been a great initiative of the State Government. Regional properties can become members of the program and anyone can use its free-of-charge referral service to find a business meeting, workshop or conference venue anywhere in regional Victoria.
Since its inception in 2010, the number of business event leads referred to regional Victoria has continued to increase year-on-year. In 2013, 166 leads were distributed to regional Victoria, a 15 per cent increase on 2012. These leads equated to 27,783 delegate days, 15,041 delegate nights and a potential net contribution of $9.3 million to the Victorian economy (based on Tourism Research Australia’s estimates of regional conference delegate expenditure).
The total confirmed business directly related to the program has just passed $6.5 million.
As well as generating new business opportunities for regional Victoria, the program has provided the opportunity to promote the regions to a wider audience. More than 250 face-to-face sales calls have been made to key buyers and regional Victoria has been promoted at multiple intrastate and interstate trade events each year.
Having a dedicated resource focussed solely on regional destinations is unique in Australia and confirms Victoria as the business events state and a leader among its peers.
Business events are vital for Victoria’s regional economies, with the benefits far exceeding the investment. VTIC urges the State Government to continue its support of the business events sector.
BEV’s key piece of marketing collateral, the 2014-15 Regional Victoria Planner’s Guide, is currently being produced. Featuring more than 80 venues, destinations and support services located in regional Victoria, it is the ‘go-to’ guide for business event organisers considering regional Victoria. For more information on the BEV Planner’s Guide, contact Chris Porter by emailing firstname.lastname@example.org