Business Events Australia Industry Update J une 2024

The latest edition of Australia Next magazine launched in June. In this edition, planners hear from an Aboriginal cultural expert who reveals the protocols for connecting with the world’s oldest continuing culture, a local view on where to go in Melbourne / Narrm, and an international planner on their recent visit to Brisbane / Meeanjin. Uncover new venues and accommodation, dream about traversing Adelaide to Darwin on The Ghan, and explore Sydney in a three-day program pitch.

The inspirational magazine tailored for incentive business events planners forms part of Tourism Australia’s business events marketing strategy to inspire and drive awareness of Australia’s business events offering. The magazine is shared directly with customers and promoted across trade media and paid social activity in South-South East Asia, New Zealand, the United Kingdom and North America. Get in touch with the Business Events Australia team to share your news and updates for potential inclusions in future editions.

Earlier this month, Baillie Lodges extended a warm welcome to a select group of incentive event planners from New Zealand, highlighting two of Australia's premier luxury properties: the newly reopened Southern Ocean Lodge on Kangaroo Island and The Louise in the Barossa Valley. The famil, supported by Tourism Australia’s Advance Program, demonstrated to New Zealand planners why there’s nothing like Australia for business events.

The visit to Kangaroo Island unveiled the island's breathtaking landscapes and stunning coastal vistas, however it was the newly reopened Southern Ocean Lodge, which epitomises understated elegance, that truly elevated the planners’ experience. The journey continued to the Barossa Valley, where The Louise showcased its expansive event spaces and planners embarked on a wine and culinary journey through the region's vineyards.

In June, the Society of Incentive Travel Executives’ (SITE) International Board of Directors (IBOD) and global Senior Leadership Team visited Sydney for their mid-year board meeting and co-hosted an industry forum with the SITE Australia & New Zealand chapter. The visit, supported by the Advance Program, provided Tourism Australia with the opportunity to drive advocacy for Australia, with the senior incentive buyers from North America and Ireland experiencing some of Australia’s best incentive product. Tourism Australia also attended the Industry Forum to hear the latest incentive insights which included a sneak peak of new research, trends and the latest in artificial intelligence for incentive travel.

Tourism Australia highlighted why there’s nothing like Australia for business events at the China BT MICE Expo in Beijing in May. The team was joined by Melbourne Convention Bureau and Business Events Adelaide, where they held appointments with 30 MICE agencies from Beijing, Tianjin and Hebei. Tourism Australia also joined a panel discussion with China BT MICE to discuss upcoming activity including Australia Next, which will be held in Cairns / Gimuy in September. The tradeshow has already generated five business leads for Australia with key insights including industries such as insurance, automobile and medical still consider Australia as a desirable destination for incentives.

In May, the team held a Best Partner Program in Beijing to keep Australia top of mind with 20 corporates. Hosted in partnership with Bravolinks, Business Events Sydney and Singapore Airlines, guests had the opportunity to enjoy an Australian wine tasting, dinner and an update on Australia’s business events offering. Five business leads were generated for Australia with group sizes between 100 to 1,000 people.

The team were joined by eight convention bureaux and Singapore Airlines for their 10th Business Events Australia Seminar in Beijing. The seminar provided the convention bureaux with the opportunity to provide an update on their destinations to more than 80 buyers. Insights indicate opportunities for larger groups to Australia for 2025 and 2026. The seminar generated nine business leads for Australia with group sizes ranging from 100 to 300 people.

As the sponsor of the Outstanding Contribution Award, Tourism Australia, attended Meetings & Events Australia’s (MEA) National Awards at Rydges Resort Hunter Valley to present co-founder of Scene Change, Ian Whitworth, with the award. Congratulations to all the winners of this year’s event.