Business Events Australia Industry Update

Welcome to the Business Events Australia industry newsletter with the latest updates on Tourism Australia's marketing and distribution activities to drive demand and support Australia's business events industry.

We're always keen to hear what's happening across Australia so please continue to share your news and updates and contact us with any questions.

LATEST NEWS

AUSTRALIA NEXT 2024

Earlier this month, Tourism Australia hosted 95 international business events planners and media in Cairns / Gimuy for its signature incentive showcase, Australia Next. Delivered in partnership with Business Events Cairns & Great Barrier Reef, the event provided delegates the opportunity to experience the region's world class convention centre, unique venues and experiences, warm hospitality and spectacular World Heritage listed landscapes. Attending buyers and media also had the opportunity to visit another region of Australia with nine pre or post familiarisation visits delivered around the country. Whilst the post event survey results are still pending, feedback to date has been very positive for Australia and the region, with new business leads already generated from the event. A highlights reel of the event as well as imagery are available for Australian industry and international buyers to share.

AUSTRALIA NEXT 2025

At the conclusion of the Australia Next 2024 host city program, Tourism Australia's Executive General Manager Commercial and Business Events Australia, Robin Mack, announced Melbourne / Narrm will host Tourism Australia's signature incentive showcase in 2025. This will be the third consecutive year the event has been held as Australia strengthens its pipeline of future international events. "Our signature incentive showcase has not been held in Melbourne in more than a decade so it will be great to once again take international business events buyers to Victoria," Mr Mack said. Australia Next 2025 will be held from 1 to 3 December 2025 and delivered in partnership with Melbourne Convention Bureau. A familiarisation program, either prior to or following the host city program, will see international buyers and media visit key incentive destinations across Australia.

IMEX AMERICA

IMEX America, held from 7 to 10 October in Las Vegas, is the largest trade show for the global meetings, events and incentive travel industry, attracting more than 5,000 buyers in 2023. Next month, more than 20 Australian industry partners will join Tourism Australia on the Australia stand (F1017) at IMEX America, with additional industry attending on hotel or Destination Marketing Company (DMC) stands. Representing a range of destinations, venues, accommodation and DMCs, Australian industry will have the opportunity to highlight why there's nothing like Australia for business events during one-on-one appointments and networking opportunities.

Maritz Activate, America © Tourism Australia

WESTERN MARKET ACTIVITY HIGHLIGHTS

Last month, Business Events Australia had the opportunity to network and conduct business with key decision makers from the global agency Maritz during Maritz Activate, held in Maryland. Insights gathered show positive sentiment for Australia's capabilities as a business events destination. This opportunity enabled promotion of Australia's new product offering, value-add proposition and sustainability measures. Seven business leads have already generated for Australia with events travelling between 2025 and 2027.

The North American team also attended the annual SITE Texas Roadshow in September, with stops in Houston, Austin, and Dallas. The lively event allowed interaction with corporate direct meeting planners and third-party agencies representing meetings, incentives, and associations. Australia continues to be a bucket-list destination given the unique landscapes, wildlife, food, and opportunities for cultural immersion. The roadshow has already produced four business leads for Australia with events travelling between 2026 and 2027.

Great Otway National Park, Cape Otway, VIC © Tourism Australia

SAVE THE DATE | UPCOMING ACTIVITY

Business Events Australia's North America Roadshow will be held from 13 to 19 March 2025, with events held in Toronto, Minneapolis, Des Moines, and Dallas. The Roadshow aligns with the Smart Meetings University (SMU) trade event in New York, which runs from 10 to 12 March.

Business Events Australia's Greater China Showcase will return to China for the first time since 2019, with the event to be held from 24 to 26 March 2025 in Xiamen.

Registration for both events will open in the coming weeks.