Special events have been a significant component of Australia ’ s tourism development since the 1980s ( Hall, 2007 ). Events have helped to broaden the appeal of Australia as a destination, and represent an important attractant for domestic and international tourists. Reflecting the importance of events, the Australian Government has enacted legislation (the Tourism Australia Act 2004 ) requiring Tourism Australia, the national tourism organization, ‘ to establish a division to concentrate on the business and major events sectors ’ ( Tourism Australia, 2005 ). Called Events Australia , the purpose of this division is to promote Australia to the meetings, incentives and events (MICE) sector of the tourism industry. Many Australian states have also established their own events organization. For example, in 1991 the Victorian Government established the Victorian Major Events Company with the aim of attracting international cultural and sporting events to the state ( The Victorian Major Events Company, 2007 ).