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30 June 2025

Business Events Australia Industry Update

Welcome to the latest edition of the Business Events Australia Industry newsletter where we provide an update on Tourism Australia’s marketing and distribution activities to drive demand and support for Australia’s business events industry.

In June, our team have been busy wrapping up the financial year with a range of distribution activity across our key markets. In Asia, we’ve delivered our Best Partner Programs and Business Events Australia Seminars in Greater China, Kuala Lumpur and Jakarta. In Australia, we’ve hosted corporate clients from Greater China as well as New Zealand agents to gather insights and highlight why there’s nothing like Australia for business events.

Our marketing efforts continue to drive awareness and consideration for Australia, with the launch of the latest edition of Australia Next magazine in our key markets. Our International Mass Spectrometry Conference video case study has garnered earned coverage with Headquarters Magazine and is available on our Business Events Australia website.

As always, we’re keen to know what’s happening across Australia as this information helps to inform the work we do, so please continue to share your news and updates and contact us with any questions.

Latest News

International Mass Spectrometry Conference

The International Mass Spectrometry Conference (IMSC) is the premier global event dedicated to mass spectrometry – a powerful analytical technique used to identify chemical compositions by measuring mass particles and molecules. Held in the Southern Hemisphere for the first time, IMSC 2024 was hosted in Melbourne / Narrm and supported by Tourism Australia’s Business Events Bid Fund Program. Hosting the conference in Australia highlighted the country’s leadership in scientific research and mass spectrometry innovation.

A video case study of the event, including interviews with key decision makers, is available on the Business Events Australia website.

Australia Next magazine

The latest edition of Australia Next, our inspirational magazine tailored for incentive business events planners, launched in June. The magazine forms part of Tourism Australia’s business events marketing strategy to inspire and drive awareness of Australian’s business events offering. It is shared directly with our target customers and promoted across trade media and paid social activity in South-South East Asia, New Zealand, United Kingdom, North America and Greater China. In this edition, business events planners can discover Australia’s newest accommodation, venue and dining experiences. Our industry share must-visit spots in Brisbane / Meanjin and offer expert tips for Australia’s Ultimate Winery Experiences. Planners can also explore Perth / Boorloo and Rottnest Island through a curated three-day program pitch. And that’s just the beginning. For the opportunity to share your news and updates for potential inclusion in future editions, contact the Business Events Australia team today.

ASIA MARKET ACTIVITY HIGHLIGHTS

In partnership with Business Events Adelaide and Business Events Sydney, Business Events Australia hosted eight corporate clients from Greater China for a familiarisation program to showcase why there’s nothing like Australia for business events. During their time in Adelaide / Tarntanya, they had the opportunity to see Australian wildlife at Cleland Wildlife Park, experience some of South Australia’s world-renowned wineries, including Penfolds and Seppeltsfield, and sample fresh local produce on a tour of Adelaide Central Market. In Sydney / Warrane, the group climbed Sydney Harbour Bridge, enjoyed dinner on Sydney Harbour with views of Vivid Sydney, and explored the Blue Mountains on a day trip.

In June, the team delivered Business Events Australia Seminars in Guangzhou and Shanghai to provide training on Australia’s incentive offering. In attendance were 80 business events agents in each city, along with seven Australian convention bureaux and Singapore Airlines. Insights from agents suggests sentiment for Australia is positive and there is business potential for small to medium size groups. The events generated 26 business leads from both cities for Australia, with group sizes ranging from 50 to 1,000 pax.

Business Events Australia delivered a Best Partner Program in June in partnership with Experience Gold Coast, Singapore Airlines and event agency Bravolink Shenzhen Branch. The Australia-themed wine tasting and dinner highlighted to 20 corporate clients from the pharmaceutical, medical devices and automotive industries why there’s nothing like Australia for business events. The event generated three new business leads for Australia from insurance, automotive and IT industries.

Western market activity highlights

Business Events Australia hosted five senior New Zealand agents to Sydney / Warrane for a Customer Advisory Panel to gather insights and hear the latest trends impacting incentive travel. During their time in Sydney / Warrane, the agents had the opportunity to experience new product including the EVE Hotel Sydney, The International, Hay St Market at Paddy’s and enjoy a VIVID Sydney harbour cruise. Insights gathered from the panel included the need for new product, destination inspiration and unique experiences to share with customers who are familiar with Australia, and that incentive programs continue to be anchored around major events in Australia.

In the United Kingdom, Business Events Australia hosted a table of incentive customers and Australian industry at the micebook Awards 2025. Held at The Londoner Hotel in London, Tourism Australia presented the Best Incentive award to agency Yellow Fish. Congratulations to all the winners on the night.

Reminder to register for BEA activity

Advance Program

Applications close at 5pm AEST today for the Advance Program 2025-26. The program provides Australian industry the opportunity to access financial support to deliver industry-led projects, which increase consideration for Australia for new international business events or increase international delegate attendance at events secured for Australia. For more information or to apply, visit here.

IMEX America

Registration close today for industry to join the Australia stand at IMEX America in October 2025 in Las Vegas. To register, please visit here.

Australia Next 2025

Registration is open until 11 July for Australian industry sellers to participate in Australia Next in Melbourne / Narrm (1 to 3 December 2025 inclusively). The event provides the Australian business events industry the opportunity to connect with qualified incentive buyers from around the world. To register, visit Australia Next 2025 website.