Research on the European market June 2023
Tourism Australia partnered with MMGY Travel Intelligence for the third wave of its Portrait of European Meeting & Convention Travel. The research examines the mindsets, intentions and preferences of both delegates and professional planners.
The research collated data from 1,800 respondents between 25 April and 14 June 2023. Planners surveyed were predominately from the UK, Germany, Italy, and Belgium, while potential meeting delegates were from the UK, Germany, France, and the Netherlands.
To help inform our strategy to drive demand from our key markets and support industry in the process, Tourism Australia contributed custom questions to the research, with key findings below.
Outlook on Australia
Meeting planners indicated the top three factors affecting their decision to hold an in-person meeting in Australia was the time associated with travelling to Australia; the overall cost of holding an event in Australia; and the destination appeal to attendees.
The top three barriers to holding a meeting and event in Australia were distance, cost of travel, and costs associated with holding an event.
Meeting delegates indicated the top three factors affecting their decision to attend an international meeting in Australia were the costs and availability of international airfares; the additional time, process and cost of travelling (e.g. insurance etc.); and the option to attend a meeting virtually.
Meeting delegates also indicated they are more likely to attend meetings in Australia with a longer timeframe. Fifty-seven per cent indicated they were likely to attend an event in Australia during the period January 2024 to July 2024, increasing to 59 per cent for July 2024 to January 2025.
Key findings from the research
More than 70 per cent of planners confirm they are solely planning in-person meetings and events for the next 24 months.
And whilst 56 per cent of delegates indicate they would prefer to attend in-person meetings and events in the next two years, there is still interest in virtual and hybrid meetings. This being said, 70 per cent of participants indicated in-person meetings are the most effective in delivering on the benefits of attending events.
Economic influences top the list of factors impacting bookings for planners, with accommodation, air fares and fee rises are key concerns for 2023 and beyond. Attendees agree that rising costs are their main concern too, with rising air fares and fees topping the list.
When it comes to venues, there is an increase in popularity for planning professionals to hold a meeting and event in Hotels and Hotel Conference rooms, with sporting venues on the rise. Attendees also confirm this trend, indicating hotels and hotel conference rooms as the most appealing venues in the next 24 months.
Attendees recognize the importance of sustainability for meetings, and planners confirm the trend. Fifty per cent of planners have shown preference for venues and accommodations that meet sustainability goals, while 50 per cent of attendees see sustainable meetings as important.
