Australia is positioning itself as more than just a destination – it’s a strategic partner in the global business events landscape. Through innovative approaches to sustainability, marketing, connectivity and partnership, Tourism Australia is creating a compelling value proposition for international event planners.
In an interview with Robin Mack, executive general manager, commercial & business events Australia at Tourism Australia, Mack offers a deep dive into the country’s evolving business events landscape, revealing the strategic initiatives and innovative approaches driving international conference and event tourism.
Q: How has Australia’s position as a destination for business events evolved over the past year?
A: We’re experiencing an incredibly promising period. Our industry sentiment and research point to consistently positive trends. Sustainability has become a pivotal factor – and it’s not just a buzzword for us. Two thirds of event planners now indicate that sustainability directly influences their destination choice. We’ve been on a remarkable journey, positioning ourselves as leaders in sustainable event hosting.
What sets us apart is our holistic approach. We’re not just talking about sustainability; we’re integrating First Nations stories and perspectives in a way that’s authentic and powerful. The face-to-face event experience is stronger than ever, with hybrid models becoming less prevalent. We’re seeing spend levels returning to pre-COVID numbers and while our event numbers aren’t quite there yet, we’re optimistic about a full recovery in the near future.
The Whitsundays, Queensland
Q: Can you provide more context about the economic impact of business events?
A: The economic contributions are substantial. Business events customers currently spend approximately 63% more per night compared to leisure visitors – a figure that has historically peaked at 90%. But it’s not just about the immediate spend. What’s particularly exciting is that 37% of these attendees extend their stay to additional destinations. Specifically, 18% visit a secondary destination and 19% explore three or more locations, showcasing the wider economic impact of business events.
Our Bid Fund Programme, which we launched in 2018, has been instrumental in this growth. We’ve supported 164 events that have contributed $1bn to the economy. It’s a strategic approach that goes beyond simple financial support.
Q: Can you elaborate further on the Bid Fund Programme? How does it differentiate Australia in the global market and what kind of impact and legacy do you see on the back of it?
A: The programme is quite unique. It’s open to bureaus and centres across the country, with strict criteria designed to support meaningful events. We look for associations with at least 400 attendees or incentive events with 700 participants. But we’re not just counting numbers – we’re looking at the broader impact.
The programme enhances Australia’s competitive edge in securing international events. Melbourne has benefitted significantly, securing key events such as Women Deliver in April 2026, a landmark global gender equality conference expecting 6,000 international delegates and the Amway China Leadership Summit, a major incentive event with an estimated 10,000 attendees. The Bid Fund is still accepting bids for events through 2029, aiming to attract even more business events to Australia.
The legacy impact of business events in Australia continues to be significant. The SportAccord World Sport and Business Summit in 2019, held in Gold Coast and supported by the Bid Fund, brought 1,350 international delegates from over 80 nations, including the highest number of International Olympic Committee members ever. This event played a crucial role in Australia’s successful bid for the 2032 Brisbane Olympic and Paralympic Games. Similarly, the International Astronautical Congress (IAC) held in Adelaide in 2017 is credited as the key driver behind the formation of Australia’s Space Agency. Sydney is set to host the next IAC in September this year.
Melbourne skyline
Q: How is Australia maintaining its competitive edge in such a challenging global market?
A: It’s a multi-layered strategy. Our “There’s Nothing Like Australia for Business Events” marketing campaign has been incredibly successful, generating over 44m video views. We’re also investing heavily in aviation connectivity – we’re back to 100% of our 2019 international air traffic, with continued growth. We’ve already seen China Eastern, China Southern, Delta Airlines fly to Australia, as well as Turkish Airlines as of December last year, to Sydney and Melbourne.
Aviation developments continue to enhance Australia’s global connectivity. The latest direct flights from Perth to Paris and Rome are proving highly popular. There is also significant anticipation around Qantas’ Project Sunrise, which will introduce direct flights from London and New York to Sydney, expected in 2026. Additionally, Qantas and Jetstar’s new fleet of A321–XLR narrow-body aircraft will be delivered by April 2025. These aircraft use 30% less fuel, enhancing network flexibility and enabling new routes across Australia, Southeast Asia and the Pacific Islands. Potential routes could include Cairns-Tokyo or Melbourne-Singapore, with announcements expected soon.
Australia Next Cairns 2024
Q: Environmental concerns are increasingly important. How is Australia addressing the carbon footprint of business events?
A: Sustainability is at the very heart of our strategy. We use Climate Active to assess and ensure our own Tourism Australia events are carbon-neutral. Each of our bureaux and centres provides comprehensive support to event organisers in managing their carbon footprint.
The 2032 Olympics are a prime example of Australia’s commitment. These are being positioned as the most sustainable games ever, which aligns perfectly with our broader environmental objectives. We’re not just offsetting – we’re fundamentally rethinking how we approach large-scale events.
Q: Looking ahead, what are the key priorities for Tourism Australia in the business events sector?
A: Our focus is multifaceted. We want to remain top-of-mind for potential event planners. We’re developing comprehensive toolkits to help international organisers overcome potential barriers. But more than anything, we’re emphasising our unique partnership approach.
We’re creating an ecosystem where event organisers feel genuinely supported. It’s about building confidence – when you bring an event to Australia, you’re not just booking a venue, you’re entering a collaborative partnership that ensures success.
Australia Next, our home-grown incentive event, continues to be a key priority for Tourism Australia. Australia Next Cairns/Gimuy 2024 has already proven to be a great success, generating 165 leads for Australia, valued at $150m. The event has been a key initiative, running for three consecutive years to accelerate recovery and strengthen Australia’s position in the business events industry. Additionally, it provides an immediate economic benefit to the host destination, with an estimated $2m injection into Cairns’ local economy.
Q: What would you say is Australia’s unique selling point in the business events market?
A: Highlighting Australia Next once again, the event highlights Australia’s unique strength – its people and partnerships. Business event planners consistently emphasise the confidence they have in bringing their events to Australia, knowing they’ll be supported by a highly collaborative network of DMCs, convention bureaus and industry partners.
This isn’t just marketing speak. It’s reflected in our high repeat rates. We’re not just a bucket list destination; we’re a place where meaningful connections are made, where events become transformative experiences.
