Direct international flights give fillip to association conferences as the Australian capital city courts regional and global market
Canberra, a popular choice for domestic association meetings, saw its market potential grow when Singapore Airlines (SIA) launched four-times weekly non-stop flights from Singapore in September 2016. The ‘Capital Express’ to Wellington, New Zealand, was delinked in May 2018 in favour of daily flights to Canberra via Sydney.
With Qatar Airways’ starting a daily non-stop service from Doha in February 2018, Canberra now has twice-daily direct connections to the rest of the world. Other airlines are in talks to begin direct flights too.
Since the commencement of direct flights in 2016 up to end-June 2018, Canberra has seen a 19.5 per cent rise in international visitation.
VisitCanberra commented that SIA’s increase in frequency would provide “an additional 40,768 additional seats annually, bringing significant benefits in trade, investment opportunities and tourism to the economy” and pledged to continue working with the airline to promote the expanded service in key Asian and European markets, a commitment echoed by SIA in Australia.
“Canberra is an ‘emerging’ destination for the international conference and conventions market, but the attraction and delivery of international conferences (in the purest sense) is still in its early stages,” acknowledged Carla Huetter, director of sales and marketing, National Convention Centre Canberra (NCCC).
So, key stakeholders are bidding for more business, and thereby live up to the city’s name. Canberra is believed to have originated from a local Aboriginal word for ‘meeting place’.
The Canberra Convention Bureau (CCB) actively targets conferences ranging from 50 to 1,500 attendees from Asia-Pacific, Europe and the Americas. Strong economic sectors are cyber security, defence, agribusiness, research and education, space and spatial science, renewable energy, health, social and sports science.
“The Bureau identifies potential bid leaders from associations and academic institutions – knowledge leaders involved with international conferences, particularly those aligned with Canberra’s key sector strengths,” explained Avon Dissanayake, a spokesperson with CCB.
Many of Canberra’s research organisations, academic and cultural institutions partner with CCB through the Research and Learning Institutes Group. Besides assisting in bid proposals, it adds value to business events, giving event organisers direct access to the latest projects being conducted in Canberra’s academic and research institutions.
For instance, in February, the Annual Australasian Aid Conference will bring together researchers from across Australia, the Pacific, Asia and beyond who are working on aid and international development policies.
The 13th International Convention on Rehabilitation Engineering and Assistive Technology is targeting more than 500 international delegates – mainly from Asia-Pacific – in August 2019.
Robyn Chapman, CEO of Assistive Technology Australia, said: “Canberra’s proximity to the Asia-Pacific region and the city’s facilities, including the purpose-built National Convention Centre Canberra, make it an ideal location to host this significant event. Canberra also provides access to the Federal Government for the policy issues we will be raising on the assistive technology agenda.”
Museum Galleries Australia is aiming for 600 delegates at its conference in May 2020. The three-day programme at NCCC will include participation from many of Australia’s national institutions, thus drawing national and international attendees from the museum and gallery communities.
“This is a perfect example of a content-rich event which appeals to both domestic and international delegates,” said Stephen Wood, NCCC general manager.
NCCC’s two levels of event spaces, comprising the Royal Theatre, four theatrettes, ballroom, 15 meeting rooms and exhibition hall, cater to meetings of 30 to 2,500 delegates.
Some small conferences may prefer hotels and universities instead. Hyatt’s two ballrooms take 350 to 600 guests for cocktails, while Crowne Plaza has capacity for 150 guests. The largest hotel ballroom, in QT Canberra, seats 1,000 people theatre-style or 400 in classroom layout.
Also popular are the Australian National University and UNSW Canberra. Non-profit research organisation Honeynet Project chose the latter for its annual conference in November 2017 that drew more than 70 volunteers from 20 countries, besides Australia.
“Canberra was an ideal destination. We have a strong cyber security and IT sector here, and the vibrant start-up culture in Canberra, supported by the ACT Government, is really developing the high-skill jobs of the future,” said Ben Whitham, Australian lead for the Honeynet Project and cyber security entrepreneur.
One of Canberra’s advantages – for meeting planners – is its compactness; airport, accommodation, venues and attractions are within easy reach. F&B options abound, with many after-hours hospitality possibilities in New Acton, Braddon and Kingston Foreshore.
Museums, galleries and gardens also double up as event venues.
CCB’s Dissanayake cited 12 that host events and gala dinners, some with capacities ranging from 400 people for banquets to 600-1,000 people for cocktail receptions. “These unique venues provide insightful glimpses of what it means to be Australian and of our place in the world,” he added.
Imagine dining beside a WWII Lancaster Bomber at the Australian War Memorial, one of Australia’s top attractions, or a gala event in the Great Hall at Parliament House, one of few such buildings in the world available for private events.
For jaded conference planners, Canberra may not be on the back-burner much longer.
