Tourism Australia executive general manager of commercial business events Australia, Robin Mack, shares insights into the country’s growing appeal as a key destination for international business events.
As a new calendar year begins, the momentum of Australia’s business events sector continues to surge. The findings of our 2024 Business Events Consumer Demand Project reaffirms what many of us in the Australian business events industry already know: Australia remains a top destination choice among incentive and association decision-makers from around the world.
The annual research project reveals a positive outlook for international business events both in Australia and globally. With almost two-thirds of event decision-makers anticipating budget increases, the opportunities for growth and innovation across our industry are boundless. With bigger budgets comes the potential for larger, more impactful events, a trend we’re already seeing in the growing scale of international business events set to take place in Australia. Perth will host close to a thousand delegates for major aviation conference Routes Asia in March 2025, while Melbourne is set to welcome more than 10,000 Amway China delegates for their Leadership Seminar incentive this year.
Our research also reiterates that sustainability remains a vital consideration, with two-thirds of decision-makers surveyed citing it as a key factor in destination choice. Australia’s commitment to sustainable practices continues to bolster our global reputation, ensuring that we remain not only a desirable destination but a responsible one.
Our efforts to showcase Australia’s exceptional event offerings and new developments have been amplified by the success of our signature incentive event, Australia Next. Following showcase events in 2023 and 2024, we are thrilled the event will return for a third consecutive year in Melbourne this December. From its globally renowned venues and diverse accommodation options, to its proximity to breathtaking landscapes like the Great Ocean Road and the Yarra Valley, we look forward to showcasing the best of Melbourne.
The leads generated from initiatives like Australia Next are translating into real business outcomes, reinforcing the critical role our business events sector plays in the growth of Australia’s international visitation and spend.
Australia’s big landscapes truly do inspire big thinking. Recent events such as Electric Mine in Perth, the ICA Conference on the Gold Coast and MAST 24 in Adelaide demonstrate Australia’s versatility in hosting large-scale association events across a range of industries. Check out the video Case Studies on the Business Events Australia website for an in-depth look at how some of these recent events came to life across Australia.
For the latest information on Australia’s event capabilities, including details of our unprecedented infrastructure development through new hotel and venue openings, or for a personal introduction to our industry, please reach out to our general manager business events, commercial & industry, Kelly Maynard, at [email protected].
I hope the stories and insights in this Australia Supplement spark your imagination on the endless possibilities that await and inspire you to bring your next unforgettable event Down Under – Australia is ready to welcome you!
This post was originally published on here
