series of new immersive videos launched by Tourism Australia seeks to inspire event organisers and incentive travel planners with the experiences awaiting groups when they are able to travel to Australia again.

Harnessing innovative 8D audio technology, the six videos take viewers on a sensory journey, immersing them in the unique sights, sounds and textures of iconic destinations such as Uluru, Sydney Opera House, Fraser Island and the Daintree Rainforest.

The videos have each been themed by the colours – blue, red, magenta, green, black and white – to evoke a range of emotions, showcase the visual diversity and vibrancy found in Australia, and provide inspiration for future incentive plans.

Even as travel remains fettered, Tourism Australia continues to find innovative ways to keep their audience engaged.

Tourism Australia Managing Director Phillipa Harrison said the videos would give event planners around the world a taste of what it’s like to experience Australia firsthand but from the comfort of their homes and offices.

“Many organisations have had to put their incentive trips on hold this year, but reassuringly, the demand for Australian business events experiences hasn’t waned with many still dream about travelling here in the future,” Harrison said.

“Although the current border restrictions mean that international groups can’t visit right now, we need to continue to keep Australia top of mind through bold and engaging initiatives and remind them of the exceptional experiences that await them when they can travel here again.

“Australia is such a unique and diverse destination for business events and this collection of new videos captures the unique colours, sights and sounds of some of our most spectacular landscapes – giving people a real sense of being there in the moment.”

8D audio is a sound engineering treatment that, when the viewer wears headphones, gives the music and sounds a three-dimensional effect for an immersive experience. It is the first time a tourism body has utilised this technology for a video series.

In the below video, El Kwang, Chief Engager of BEAM unboxes a package from Business Events Australia, a specialist business unit of Tourism Australia, and shares his thoughts on why this transformational experience is an exemplary case study in destination marketing.

Redesigning event experiences and business models through uncertainty calls for bravery, ingenuity and investment. Even if it seems as though no one has definitive answers to what our future might bring, we can collectively agree that the right content and meaningful engagement strategy can drive the new future of meetings and incentives.


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El Kwang

Author El Kwang

Recognised in his global network as an ideas man who sees opportunities in every encounter. He looks for ways to connect dynamic people from across disciplines to unearth the potential for great ideas to become outstanding. With more than 20 years of experience in the hospitality, tourism and business events industry, both as a content strategist and a designer of immersive experiences around the globe, El established BEAM and built a team of Engagers committed to playing a vital part in ensuring that the world continues to move forward with innovation, growth and positivity.

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