STRENGTH LIES IN BUSINESS EVENTS

Written on the 11 April 2011

STRENGTH LIES IN BUSINESS EVENTS

AS visitation dwindles and the consumer market focuses on debt reduction and minimising discretionary spend, a Sunshine Coast resort operator says the business events market is critical for the survival of hospitality and tourism businesses.

The State Government is pushing the marketing drive for Queensland’s conference and events sector through additional regional funding and the ‘Million Dollar Memo’ initiative.

Eumarella Shores Noosa Lake Retreat co-owner Christine Tainsh, says businesses need to restructure their corporate strategies to leverage the opportunity.

“In this new economic climate, it is necessary for all tourism operators to look outside the square and diversify,” she says.

“I have heard horror stories of up to 45 per cent less occupancy than previous years by some operators in the region. Our own business has weathered the storm much better than most because we have diversified into the business events sector with a new boutique venue.”

Business Events Sunshine Coast last month hosted local businesses for an industry update which detailed the latest wave of State Government regional funding. Eumarella Shores has already invested heavily into building its new ‘Gooloowaa’ conference space on the edge of Noosa’s Lake Weyba.

“The Sunshine Coast already has significant market share in the state’s conference and events sector, but this funding will enable the region to build on this market share,” says Tainsh.

“All Queensland businesses need to understand that increasing the business events market share will increase the long-term sustainability of the tourism industry.”

Eumarella Shores’ new business conference packages and events spaces coincide with the launch of new 4.5 and 5-star waterfront lakehouses to the market.

“The lakehouses are on the water’s edge, nestled beneath the tree canopy which creates a great peace and seclusion,” says Tainsh.

“It’s a great place for over-worked professionals and executives to take time out and relax and spend quality time with family.”


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