Daryl Hudson, director of business events with the NTCB
THE Northern Territory Convention Bureau (NTCB) has lost no time in spreading the word that its destinations are now more accessible than ever for Asian MICE buyers, as SilkAir readies for improved air services between Singapore and Darwin come May 30.
From next Monday, SilkAir will fly five times a week on that route, while services out of Darwin will no longer require a stopover in Cairns, enabling passengers to touch down in Singapore in just 4.5 hours.
Describing Darwin as “Australia’s closest gateway city to Asia”, Daryl Hudson, director of business events with the NTCB, told TTGmice that the improved air service will appeal to “MICE programmes, especially those of shorter duration”.
Hudson added: “The new timings are also designed to better complement other longhaul services operated by Singapore Airlines, with the scheduling enabling more efficient transfers via the Singapore hub for event participants from farther afield, especially China.”
Seeking to correct a common misperception that the NT is inaccessible, Hudson pointed out that the Darwin International Airport has a primarily Asia-focused international network, serviced by Malaysia Airlines which flies five-times weekly from Kuala Lumpur, Jetstar and Indonesia AirAsia from Bali, Jetstar Asia from Singapore, and Philippine Airlines from Manila.
To raise awareness of the new SilkAir services, the NTCB partnered the airline to host a fam trip for some Singapore TMC representatives in mid-May. The programme showcased various hotels, venues and activities in Darwin, and included a short trip to the Adelaide River region.
Aerial view of Darwin
Hudson said post-event feedback had been “very positive”, with one of the attendees already seeking specific quotes and detailed information from operators presented in the programme.
“There are plans for greater collaboration with SilkAir and Singapore Airlines to attract Asia and Greater China MICE events to the NT,” said Hudson, adding that a fam trip for Chinese MICE buyers is being deliberated.
The Greater China market is a focus for the NTCB in 2015-2016. The bureau aims to improve the marketplace’s limited awareness of the NT and correct “misplaced perception of constrained supply and accessibility issues”. Other efforts include showcasing the destination at trade shows in Chinese cities.
These trade engagement and destination marketing programmes sit within the NTCB’s broader efforts in courting business events through partnerships with Business Events Australia and other government departments and agencies dealing in international trade, specialist inbound tour operators, venues and hotel groups.
“We will also be working collaboratively with TMCs such as FCm Travel Solutions and Hogg Robinson Group in Asia to organise NT fam trips for their qualified clients,” he shared.
