TravTalk India Online Magazine
Business Events Australia’s signature incentive showcase, Australia Next 2024 brought together over 80 international buyers and 96 Australian industry sellers in Cairns/ Gimuy, Tropical North Queensland. Australia Next 2025 will take place from 1-3 December 2025 in Melbourne/ Narrm, the organisers announced.
Lipla Negi from Australia
Continuing its successful run for third consecutive year, Business Events Australia’s signature incentive showcase, Australia Next 2025 will take place from 1-3 December 2025 in Melbourne/ Narrm. “Our signature incentive showcase has not been held in Melbourne in more than a decade, so it will be great to once again take international business events buyers to Victoria,” said Robin Mack, Tourism Australia’s Executive General Manager of Commercial & Business Events Australia. The programme will be delivered in partnership with the Melbourne Convention Bureau.
This year, the business event successfully brought together more than 80 international buyers, 96 Australian industry sellers, and 15 media professionals in Cairns/ Gimuy, Tropical North Queensland. In partnership with Business Events Cairns & Great Barrier Reef, this two-day event provided delegates with an immersive experience showcasing the region’s exceptional business events expertise, unique offsite opportunities, and breathtaking World Heritage landscapes.
An early comeback
Traditionally, the signature incentive showcase has been organised every two years. But after having the showcase on pause for four years, the team felt that it was important to give buyers more opportunities to explore and experience latest incentive offerings around the country. “We are already seeing international business events return to Australia, with the latest numbers from Tourism Research Australia showing they contributed $4.6 billion to our visitor economy in the 12 months to March 2024,” shared Phillipa Harrison, Managing Director, Tourism Australia. She further stressed that the leads generated by Tourism Australia play a critical role in the recovery of business events industry.
Last year, the incentive showcase in Adelaide/ Tarntanya generated 212 business leads across the country to date, worth $192 million. “While that Total Trip Spend is above the levels we experienced in 2019, the number of visitors arriving in Australia for an international business event is at about 75 per cent of what we have seen in the past and we hope hosting Australia Next in Cairns in 2024 will help to drive the industry’s recovery and future growth,” she asserted.
MICE opportunities galore
From the Great Barrier Reef to lush tropical rainforests, incentive planners from 10 key global markets had the opportunity to explore first-hand the unique tourism experiences and world-class venues in Cairns. The two-day event was launched at the newly redeveloped Cairns Convention Centre, which garnered acclaim for its strategic location. After a recent multi-million-dollar expansion, it has added an array of world-class amenities, including an incredible new 410-seater plenary, new exhibition space, ballroom for up to 500 guests, and an outdoor terrace overlooking the Trinity Inlet. With a total of 45,000 sq mt of event space, it offers a 2,330-tiered-seat auditorium and 5,000-seat arena. Just a 10-minute drive from Cairns Airport, the venue is conveniently within walking distance of hotels, restaurants, and the marina.
The incentive showcase is highly popular among global buyers for its thoughtfully curated experience of the destination.
