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Events tourism to Australia on the rise

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Tourism Australia reports a rebound in business event arrivals in 2010 compared to the previous year. Between January and November 2010 174,000 visitors arrived to attend conventions or conferences in Australia, an increase of 21 percent on the 2009 that brings the figures back to almost 2008 levels. Tourism Australia managing director Andrew McEvoy said the organisation is leveraging the publicity generated by Oprah Winfrey’s visit by focusing on the United States business events market. "Last month we hosted the G’Day USA roadshow to capitalise on Australia’s hosting of The Oprah Winfrey Show, with the aim to stimulate and convert bookings beyond 2011," he said. The roadshow visited Los Angeles, San Francisco and Dallas with a follow-up planned in Baltimore in June  and Las Vegas, as well as an educational visit mid year. McEvoy said Tourism Australia would be also looking to strengthen ties with markets in North and South Asia to capture the return to business growth there. "Europe is also on the agenda with palns including a presence at IMEX (Import Export, Frankfurt), a famil for UK buyers in June and an exhibition at EIBTM (Exhibition for the Incentive Business Travel and Meetings in Barcelone in December 2011."

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