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Welcome to the Business Events Australia industry newsletter, bringing you the latest updates on Tourism Australia’s marketing and distribution efforts to boost demand and support the business events sector in Australia.

We’re eager to hear about the latest happenings across Australia, so please keep sharing your news and updates. Feel free to reach out to us with any questions.

AUSTRALIA NEXT JUNE EDITION

The latest edition of Australia Next magazine launched in June. This edition features insights from an Aboriginal cultural expert on connecting with the world’s oldest continuing culture, a local guide to Melbourne / Narrm, and an international planner’s perspective on Brisbane / Meeanjin. Discover new venues and accommodations, dream about the journey from Adelaide to Darwin on The Ghan, and explore Sydney with a three-day program pitch.

Tailored for incentive business events planners, this inspirational magazine is part of Tourism Australia’s strategy to boost awareness of Australia’s business events offerings. It is distributed directly to customers and promoted through trade media and paid social activities in South-South East Asia, New Zealand, the United Kingdom, and North America. Contact the Business Events Australia team to share your news for potential inclusion in future editions.

THE ADVANCE PROGRAM SUPPORTS NEW ZEALAND BAILLIE LODGES FAMIL

Earlier this month, Baillie Lodges hosted a select group of New Zealand incentive event planners, showcasing two of Australia’s top luxury properties: the newly reopened Southern Ocean Lodge on Kangaroo Island and The Louise in the Barossa Valley. Supported by Tourism Australia’s Advance Program, the famil demonstrated why Australia is unparalleled for business events.

Kangaroo Island impressed with its stunning landscapes, but it was the newly reopened Southern Ocean Lodge, epitomizing understated elegance, that truly captivated the planners. The journey continued in the Barossa Valley, where The Louise showcased its expansive event spaces, and planners experienced the region’s vineyards through a wine and culinary tour.

SITE INTERNATIONAL BOARD OF DIRECTORS VISIT

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. Supported by the Advance Program, the visit allowed Tourism Australia to advocate for Australia’s incentive products, with senior incentive buyers from North America and Ireland experiencing some of the country’s best offerings. Tourism Australia also attended the Industry Forum to gain insights into new research, trends, and advancements in artificial intelligence for incentive travel.

ASIA ACTIVITY HIGHLIGHTS

In May, Tourism Australia showcased why there’s nothing like Australia for business events at the China BT MICE Expo in Beijing. Joined by the Melbourne Convention Bureau and Business Events Adelaide, they held appointments with 30 MICE agencies from Beijing, Tianjin, and Hebei. Tourism Australia also participated in a panel discussion on upcoming activities, including Australia Next, to be held in Cairns / Gimuy in September. The tradeshow has already generated five business leads for Australia, with key industries such as insurance, automobile, and medical considering Australia as a desirable incentive destination.

Additionally, in May, the team hosted a Best Partner Program in Beijing, keeping Australia top of mind for 20 corporates. In partnership with Bravolinks, Business Events Sydney, and Singapore Airlines, guests enjoyed an Australian wine tasting, dinner, and updates on Australia’s business events offerings. This event generated five business leads, with group sizes ranging from 100 to 1,000 people.

Tourism Australia, along with eight convention bureaux and Singapore Airlines, held their 10th Business Events Australia Seminar in Beijing. The seminar, attended by over 80 buyers, provided convention bureaux with the opportunity to update on their destinations. Insights revealed opportunities for larger groups visiting Australia in 2025 and 2026, generating nine business leads with group sizes from 100 to 300 people.

MEETINGS & EVENTS AUSTRALIA’S NATIONAL AWARDS

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