Latest News

Back to Latest News back


Australian Regional Events Alliance looks to support events industry

Australian Regional Events Alliance looks to support events industry
March 8, 2021

A new industry grouping, the Australian Regional Events Alliance (AREA) has been created to champion and inspire the regional events industry, giving greater connection and collective representation for the sector.

Following up on sentiments repeatedly expressed in industry forums over the past nine months, a statement from the Alliance advises “there is no doubt the events industry across regional Australia, along with the thousands of businesses who support it, has been presented one of its toughest ever challenges as a result of COVID-19.

“A very unlucky Friday indeed, the 13th of March in 2020 infamously saw the cancellation of festivals and events across the country, and sadly, this proposition remains a stark reality for many of these same events in 2021.”

AREA working group members include Alice Event Management and Consultancy, represented by Dale McIver; regional tourism organisation, Destination Gippsland represented by Lyndel Moore; Queensland’s Jumpers & Jazz festival, represented by Pam Burley and Bette Bonney; events and marketing agency, Oregional Collective, represented by Vanessa Briody and Kate Kirkpatrick; and regional tourism consultants, Tilma Group, represented by Linda Tillman.

Also joining the team are specialist in land use for temporary activities, Garry O’Dell; Kelly Mapleston from the Port Macquarie Hastings Council; Sondra Stewart from Regional Development Australia on the Eyre Peninsula; and Andrew Hiebl, who will be the connecting board member between AREA and Australian Regional Tourism.

Advising of the support for the Alliance, Australian Regional Tourism Chair, Coralie Bell stated “we are thrilled at the strategic partnership formed with AREA. Events and festivals play a critical role in regional tourism and we look forward to supporting the working group so that events not only survive at the other side of COVID, but well into the future.”

AREA’s core focus will be on taking the learnings from recent devastation to build a more sustainable and resilient regional events sector that continues to drive social and economic outcomes for regional and rural Australia. The initial priority will be to advocate for a bespoke funding program designed for the regional event sector. The program will aim to evolve the industry in areas such as governance, marketing and operations, and would keep professional event operators and skilled contractors in work while events wait upon a return to covid-normal.

Group members will also focus on developing connections and strengthening partnerships with federal, state, regional and industry bodies and will provide advice to relevant departments around the needs of the regional events industry as it tries to recover not only from COVID, but in many cases, the devastation caused by the bushfires in early 2020.

An equally important priority of the group is to strengthen the understanding and narrative around the significant direct and indirect impact of events, both socially and economically.

Lyndel Moore said, who has also been working in a bushfire recovery role in Victoria’s Gippsland region, added “it is vitally important that regional events are considered as essential to our economy as our metro counterparts, not only when it comes to funding, but also in recognising the marketing, tourism, social, employment and regional development value they bring. Regional events are the backbone of this country and provide so much more to the lifeblood of our nation than dollars and cents,”

AREA represents all regional events, from local government and not-for-profit, through to private operators and event professionals. The support and advocacy group are inclusive of all types of regional events, from sporting, music and business, through to tourism, cultural and community events.

For more information on AREA go to Australian Regional Tourism's website at

Related Articles

8th March 2021 - ATEC highlights the impact of declining inbound tourism on regional communities

4th March 2021 - Tourism and Events Queensland partners with SCA in Queensland on ‘The Locals’ Guide’

21st February 2021 - Victorian regional bid for 2030 Commonwealth Games stalled due to Coronavirus

18th February 2021 - Australia’s $45 billion export tourism Industry at risk without JobKeeper replacement

17th February 2021 - VTIC fear loss of jobs in Victoria tourism and events without further support

12th February 2021 - Goulburn builds on its reputation as a premier sporting event destination in regional NSW

2nd February 2021 - Western Australia regional festivals receive funding boost

1st February 2021 - Without JobKeeper Australian tourism businesses face ‘annihilation’

29th January 2021 - Humanforce enables staging of large-scale events in COVID-19 era

22nd January 2021 - Regional Australia needs targeted support for tourism businesses

22nd December 2020 - Regional Destination Management Plans released for Northern Territory

15th December 2020 - Eventbrite’s new study provides insights into attitudes towards attending and hosting events

19th June 2019 - 2019 Regional Events Conference to see industry professionals gather in Dubbo

17th May 2018 - Guidelines released for $2 million Victorian regional events fund

15th August 2014 - Social media toolkit for regional events

Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.


supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all


A leading designer and manufacturer of innovative waterslides and attractions, Australian Waterslides and Leisure (AWL) is also able to advise clients in the areas of concept and design, feasibility…

read more

Aquatics / Attractions / Play / Waterparks



Swimplex Aquatics are a world-class company dedicated to the commercial pool, waterslide industry. We are Australian market leaders servicing all states Australia wide. Swimplex provide a full…

read more

Aquatics / Attractions / Design / Play / Waterparks



Digonex is a leading provider of customised dynamic pricing solutions to clients in arts and entertainment, sport, attractions, cultural institutions and retail sectors. Digonex’s technology is…

read more

Attractions / Entertainment / Sport / Technology / Ticketing



BODY BIKE® International is a leading manufacturer of indoor bikes with a 20-year track record of creating the best indoor bikes. Stay connected with Body Bike Australia…

read more

Fitness / Recreation / Sport / Technology / Wellness



    SimplySwim is a school management solution that helps swimming school owners and managers optimize operations by automating functions such as managing class schedules, billing and…

read more

Aquatics / Education / Recreation / Safety / Technology


The Jump Pad

The Jump Pad is a safe, flat inflatable made in a variety of sizes which can be used indoor or outdoor. From 3mx3m up to a whopping 9mx21m. Markets include Indoor and outdoor playgrounds, schools,…

read more

Attractions / Entertainment / Play


Centaman Entrance Control

Turnstile Entry Systems and Access Control Centaman Entrance Controls’ Award Winning Range of Access Control Systems includes tripod & triarm turnstiles, speedgates, full height…

read more

Access / Entertainment / Sport / Ticketing / Venues


Pico Play

Pico Play is a global leader in the planning, design, development and construction of world-class themed attractions and entertainment that deliver extraordinary and memorable experiences to millions…

read more

Attractions / Consultants / Design / Recreation / Tourism


get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business