India key outbound market for Oz

Sydney is witnessing a lot more inquiries now that borders are open, says Kristian Nicholls, Executive General Manager (Client Engagement), Business Events Sydney. With Australia considered an aspirational destination, and a lot of pent-up demand for travel to Sydney, he predicts tourism from India will continue to grow in near future.

Hazel Jain

How important is MICE traffic from India for Sydney?

Post-COVID, India is performing well and looking very strong.  It was one of the first markets to bounce back with medium to large incentive group movements and inquiries. It is a key market for Sydney. Pre-COVID, around 20 per cent of our incentive group business came out of India.

We are starting to see a lot more inquires now that borders are open and airline capacity is returning. We have also got major events line-up with some headliners like the ICC World Cup, which appeal so well to the Indian market with our shared love of cricket. Australia is considered an aspirational destination, and there is a lot of pent-up demand for travel to Sydney, so we are projecting the numbers from India will continue to grow over the next two years.

Which segment of MICE is key for Sydney?

Incentive groups have traditionally been our strongest MICE market from across Asia. The   insurance and financial sector has dominated for some time, as has health and beauty. However, we are seeing some significant growth in manufacturing and automotive clients out of India in particular. From markets outside Asia, Sydney is popular for Association conferences and meetings.

How can sports/ entertainment events help destinations like Sydney attract more visitors?

Sydney does attract visitors for its large cultural and sporting events. For India, the cricket is a big drawcard for leisure and business travellers alike. Sydney will host seven matches of the ICC Men’s T20 World Cup 2022 in October and November. We anticipate seeing corporate clients sending their delegates so they can experience Sydney and attend a game.

The NSW Government, through its tourism and events marketing agency Destination NSW, has created an incredible year-round calendar of blockbuster events. In its 12th year this year, Vivid Sydney is an annual celebration of creativity, innovation and technology, which transforms the city for 23 days and nights. It is one of Sydney’s biggest festivals we see a lot of interest from international delegates.

What is the average night stay in Sydney for Indian visitors and what are you aiming to take this to in the next 2 years?

Corporate visitors tend to spend 4 nights, 5 days on average, combining a city experience with all the cultural and dining elements, with a relaxing getaway into the easily accessible country areas nearby like the world-Heritage listed Blue Mountains, generations old wineries in the Hunter Valley, and soft adventure fun. We’d love to see that regional stay extending as more and more visitors are exposed to the range of different experiences available. In the city itself, we’ve seen a lot of new improvements to accessibility and walkability of the city centre and the surrounding neighbourhoods – which we hope will encourage more visitors to venture out and experience the city ‘beyond the Instagrammable icons’ and more to enjoy the lifestyle the locals enjoy.

What kind of engagements is BESydney looking to conduct with event planners, corporates and MICE agencies in India?

BESydney is in regular contact with planners across the India market. Also participating in trade shows and providing product training for travel agent partners, so that they can know and love Sydney like we do. We have got some big plans for our familiarisation program this year!

Is Sydney also prepared to conduct hybrid events?

We continue to work with our colleagues across the globe as a Hybrid City Alliance partner to share knowledge and experience to provide the best hybrid business event experience for the clients. Our state-of-the-art convention centre, the ICC Sydney with its full suite of technological capabilities and expert team is popular for clients wishing to pursue this option.

What are the new MICE trends that you see emerging in the sector?

Sydney and Australia are still in high demand. Timeframes are definitely shortened as clients emerge out of the pandemic, and our strong relationships and agility in responding to their needs is a winning strategy. Safety and hygiene factors remain an important consideration as travel returns.