AUSTRALIA – The Sunshine Coast Destination has renamed its convention bureau to Business Events Sunshine Coast in a move, it says, “to better represent the broader nature of business events in the region”.
The bureau’s CEO, Michael Denton, said the name change is the first step towards educating the broader community on the role and importance of business events to the local economy.
“It is also in line with the approach Tourism Australia put in play back in 2007 when it realised the need for the Australian business events industry to start using one industry-sector name.
“Business events comprises more than conventions and conferences, it also encompasses corporate meetings, incentives such as corporate travel programmes, and exhibitions and tradeshows,” he added.
The new brand will be on show for first time at the Asia-Pacific Incentives and Meetings Expo (AIME) in February.
