Business Events Australia Industry Update M arch 2024

Registrations for Australian industry sellers to participate in Australia Next 2024 will open on 8 April 2024. Previously known as Dreamtime, Tourism Australia's signature incentive showcase is now called ‘Australia Next’ to align with Business Events Australia’s bespoke magazine for incentive planners. Australia Next 2024 will be held in Cairns/Gimuy, Queensland from 8 to 10 September 2024. The event provides the Australian business events industry the opportunity to connect with qualified incentive buyers from around the world, while showcasing Australia’s best incentive experiences and products. View the results of Dreamtime 2023 here.

As part of Tourism Australia’s outreach in the association sector, the business events team visited key Professional Conference Organisers in Geneva, Basel and Berlin. Key insights garnered included Australia is in the consideration set for more global programs and our cities and venues are seen as safe and reliable hosts. While Australia still faces the challenges of time, distance and cost perceptions, Australia’s infrastructure and business events products are considered world-class. There is excitement, particularly amongst European planners, about the increasing airlift to Australia with new nonstop routes such as Qantas’ new Paris-Perth and Rome-Perth services, as well as the new Turkish Airlines Istanbul-Melbourne service.

Earlier this month, Tourism Australia delivered the Business Events Australia USA Roadshow across three cities: Salt Lake City, Minneapolis and Chicago. Joined by eight Australian industry, the business events team visited key customers and held events to promote why there’s nothing like Australia for business events.

More than ever, USA clients are looking beyond the typical destinations for their programs. Clients are looking for new destinations and the opportunity for cultural immersion. Whilst traditional barriers for Australia remain time, distance and cost of airfares, Australia continues to be considered a “bucket list” destination for clients.

During the Roadshow, the team found the biggest misconception of Australia was the overall cost of an Australian program. Clients assumed Australia was an expensive destination based on higher airfare costs, although in recent months we have seen a decline in pricing. However, clients were unaware of the current strength of the U.S. dollar in comparison to the AUD.

Following the USA Roadshow the team, along with seven Australian industry attended Northstar’s Successful Meetings University (SMU) International in New York from 11 to 13 March. Over two days, Team Australia had over 120 1:1 appointments with qualified meeting and incentive buyers, providing them with an update on new business events product.

This month, Brisbane hosted more than 1,500 delegates across two waves from Chinese cosmetic company, Nu Skin Greater China. The incentive was secured by Business Economic Development Agency in partnership with Tourism and Events Queensland, and Tourism Australia’s Business Events Bid Fund Program. During their time in Australia the group had the opportunity to enjoy some of Brisbane’s unique experiences including Story Bridge Adventure Climb, Lone Pine Koala Sanctuary, Sirromet Wines and a day trip to Tangalooma Island Resort.