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Australia’s convention bureau, Business Events Sydney (BESydney), has announced new strategies and a corporate restructure to enhance future business event opportunities for Sydney and New South Wales (NSW).
Focusing on long-term growth, BESydney’s strategy will maximise Sydney’s business event success during the development period and the opening of the new Sydney International Convention, Exhibition and Entertainment Precinct (SICEEP), and beyond.
Lyn Lewis-Smith, CEO of BESydney said, “The new strategy centres on targeted business development, high-yield corporate business, innovative conference marketing and destination marketing activity to strengthen Sydney’s and NSW’s global position.
“Growth in Asia will also be a priority. This is, after all ‘the Asian Century’. We’ve had in-market representation in Asia since 2004 and have seen the success of this. Later in 2012, in conjunction with Destination NSW, we will appoint a Mumbai representative. Our expanding global network and other association and corporate activities in this region will strengthen our relationships and present new business event opportunities.
“Sydney’s new international convention centre will also present huge opportunities for Australia’s global city. We have looked closely at the path we need to chart for continued business event success during the development period. We will also cement a strong and sustainable pipeline of business for the new facilities from 2016 and beyond.
“The team is excited. We will streamline processes, deepen and expand international and domestic collaborative relationships with the private and public sectors, and increase our flexibility and agility to respond to emerging market trends.”
Along with a new strategy, BESydney will roll out a new corporate structure that will see the company’s resources grow. The organisation will consist of four teams focused on growing, securing, delivering and sustaining business.
“This year BESydney has already achieved a record number of bid wins, and there are a number of weeks to go before we close the books. Yet, achievement doesn’t mean we can be complacent. It is time to challenge the status quo!” comments Lewis-Smith.
“The new structure will better support clients throughout the event lifecycle, and combined with other initiatives – such as our new Future Leaders program – will help to give us the edge on understanding and delivering meetings for the coming generations. We are refocused, re-engerised and realigned for the future,” comments Lewis-Smith.
The company is recruiting for a General Manager Business Development. And, from 1 June 2012, Hannah Jamieson will take on the new role of General Manager Strategic Marketing. Robyn Johnson will step into another new role of General Manager Event Delivery. Sonya Stewart remains in her role as Chief Financial Officer.
A number of other new positions at Business Events Sydney will be advertised in the near future.
The new strategy will roll out from July 2012.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
