In February, I had the opportunity to experience this firsthand, attending AIME (Asia Pacific Incentives and Meetings Event) in Melbourne, followed by a visit to Brisbane. The trip provided invaluable insights into the new developments shaping Australia’s business events industry, bringing the destination closer than ever to associations’ needs.
Australia’s Competitive Edge in Business Events
The global events industry is more competitive than ever. Countries are competing to attract large-scale conferences and association congresses, each offering compelling incentives. Robin Mack, Executive General Manager of Commercial & Business Events Australia, acknowledges this growing challenge but highlights how Tourism Australia strategically positions the country to cut through the noise.
“We know how competitive the global business events landscape is. Our role is to ensure that decision-makers put Australia on their consideration list. We do this through innovative marketing campaigns, platforms like AIME, and, most importantly, direct support to our cities and venues via the Business Events Bid Fund.”
The Business Events Bid Fund Program, launched in 2018, has been a game-changer. Since its inception, it has secured 164 international events worth more than AUD 1 billion, helping cities across Australia win major association meetings. Among them is the Women Deliver Conference (Melbourne, 2026) and the International Astronautical Congress (Sydney, 2025).
But financial support is only part of the equation. Mack highlights the importance of bringing key decision-makers to Australia to see the country’s capabilities first-hand. “We know that Australia is on many people’s bucket lists, but when they experience it firsthand, they rate us even higher on every metric – safety, food, culture, infrastructure. That’s why hosting planners and association leaders on familiarisation trips is crucial in converting interest into confirmed events.”
Melissa Brown, CEO of the Australian Business Events Association (ABEA), emphasises the importance of a unified voice for the industry. “The creation of ABEA in 2023 brought together key organisations under one umbrella, ensuring stronger advocacy for business events in Australia. Our mission is to elevate the industry’s voice, ensuring that business events are recognised for their significant economic, social, and knowledge-sharing impact.”
Melbourne, hosts of AIME, demonstrates the country’s strengths in securing high-profile conferences. Julia Swanson, CEO of Melbourne Convention Bureau, notes that the city’s infrastructure and long-term planning have played a key role in attracting global events. “Melbourne is geared up for a wide range of collaborative and innovative events. With 114 business events confirmed through 2028, contributing over AUD 613 million to the economy, we continue to see the sector go from strength to strength.”
“We encourage associations to see Australia for themselves – once they do, they understand why there truly is nothing like it.”
Robin Mack, Tourism Australia
Leadership in Sustainable Events
Sustainability is no longer just a catch phrase in the meetings industry; it is an essential criterion for many international associations when selecting a host destination. Recognising this, Australia has developed a national sustainability framework that aligns with both federal and state-level initiatives. This framework includes self-assessment tools for venues and suppliers, accreditation programs such as Ecotourism Australia’s “Strive 4 Sustainability Scorecard”, and strategies for storytelling to showcase Australia’s sustainability leadership to the world.
“Sustainability is a key priority for us. Every state and territory in Australia is aligned on this, ensuring that associations looking to host their events here can easily meet their own sustainability goals,” says Mack.
One example of this commitment is the Adelaide Convention Centre (ACC), which became the first convention centre globally to achieve EarthCheck Master Certification in 2023. Sarah Goldfinch, General Manager of ACC, has made it clear that sustainability is deeply embedded in the centre’s spirit. “We are not just ticking boxes; we are integrating sustainability into every part of the event experience – from reducing waste and responsible sourcing to energy efficiency. Our goal is to set a benchmark for sustainable events worldwide.”
This mindset is reflected in The Green Print, a four-year Environmental Social Governance (ESG) strategylaunched in 2024 by Adelaide Venue Management, which operates the convention centre. The initiative reinforces ACC’s role as a leader in environmentally and socially responsible business events.
Similarly, International Convention & Exhibition Centre (ICC Sydney) has taken an innovative approach to sustainability and community engagement. Under Adam Mather-Brown’s leadership, ICC Sydney continues to position itself as ‘more than a venue’, incorporating social sustainability initiatives into its core operations. “It starts at home,” Adam explains. “We prioritise sourcing from Indigenous suppliers, support local industries like winemaking, and drive sustainability initiatives that don’t just offset carbon footprints but actually minimise them from the outset.”
In the north, the Darwin Convention Centre was designed with energy efficiency in mind. The Centre’s orientation, shape, and integrative design minimise energy consumption, and it actively engages in environmental benchmarking programs to implement sustainable practices across all operations. Additionally, the Centre supports local community programs, including partnerships with Henbury School and Variety – the children’s charity, demonstrating a dedication to social responsibility.
New Infrastructure & Expanding Business Hubs
Reinforcing sustainability, Australia is making significant investments in infrastructure to accommodate the growing demand for international business events. Brisbane, for instance, is undergoing a once-in-a-generation development with Queen’s Wharf, a multi-billion-dollar project that is transforming the city’s business and leisure landscape.
Alison Gardiner, Director of Sales at Brisbane Convention & Exhibition Centre (BCEC), highlights Brisbane’s rapid transformation: “As a key Olympic venue and stakeholder leading into the 2032 Games, BCEC is committed to maximising the opportunities presented by Brisbane’s status as an Olympic host city. This event will leave a legacy not just in sports but in the broader business events landscape, driving international investment and enhancing the city’s global appeal.”
Melbourne, already a major business events hub, has also seen exciting developments. The opening of 1Hotel Melbourne, with its commitment to sustainable luxury, is a testament to the city’s alignment with global expectations for eco-conscious event venues.
Meanwhile, Adelaide is positioning itself as a centre for knowledge and innovation. The city’s Innovation Districts, including the Lot Fourteen Precinct, bring together leading research institutions and industries in health, technology, and space, offering associations access to cutting-edge knowledge hubs. “When an association chooses Adelaide, they know they are entering an ecosystem of innovation that can enrich their conference’s agenda and legacy,” explains Goldfinch.
Sydney continues to enhance its infrastructure to meet growing demand. The upcoming Western Sydney International (Nancy-Bird Walton) Airport, set to commence operations in 2026, will operate without a curfew, providing international, domestic, and freight services. This development is expected to significantly boost Sydney’s accessibility and appeal for global business events.
Legacy & Long-Term Impact of Business Events
One of the key differentiators for Australia as a business events destination is its emphasis on legacy. Unlike many destinations that focus solely on economic impact, Australia actively tracks and nurtures the long-term influence of hosted events.
A prime example is the International Astronautical Congress, held in Adelaide in 2017, which directly led to the establishment of the Australian Space Agency. This year, the event moves to Sydney, further cementing Australia’s status in the global space sector.
Similarly, the 2014 AIDS Congress in Melbourne contributed to major health policy developments in Australia and beyond. More recently, the SportAccord World Sport and Business Summit (Gold Coast, 2019) played a crucial role in Australia’s successful bid for the 2032 Brisbane Olympics.
“For associations, it’s not just about the event itself, but the ripple effect it can create. In Australia, we work closely with event organisers to ensure their conferences leave a meaningful impact – whether it’s policy change, industry advancement, or international collaboration,” says Mack.
Swanson echoes this sentiment, highlighting Melbourne’s commitment to long-term impact. “Our Positive Impact Guide demonstrates the value of business events not just to the economy, but to trade, investment, and community legacy. Events like the World AIDS Conference in 2014 continue to shape policy and innovation a decade later.”
Brown highlights the role of associations in creating legacies through knowledge-sharing and policy development. “Business events bring a lot more that dollars; they drive innovation, research, and economic progress. Whether it’s the commercialisation of new ideas, breakthroughs in health and technology, or social impact initiatives, our events create meaningful change.”
Is It Really That Far?
Despite Australia’s appeal, perceived distance and cost can sometimes be concerns for international associations. However, Mack is quick to address this: “Flight prices have normalised post-pandemic, and with the Australian dollar currently favourable to the Euro, US Dollar, and British Pound, this is the best time for associations to book events here.”
Moreover, once in Australia, event costs are often more competitive than expected. Mack highlights an important distinction: “Many organisers from North America are used to seeing additional service fees added at checkout. In Australia, the price you see is the price you pay – no surprises.”
Tourism Australia also reports that 37% of business event visitors explore beyond their host city, further maximising the value of their trip and contributing to Australia’s broader economy. Sustainable tourism at its best.
Brown expresses the need for ongoing support to maintain Australia’s competitiveness. “Through our advocacy efforts we aim to increase government awareness and support on making Australia competitive to bid for big events. We are actively advocating for a long-term commitment to Tourism Australia’s Bid Fund. Extending its scope will provide greater certainty for planners considering Australia for major events a decade from now.”
Tourism Australia’s “There’s Nothing Like Australia for Business Events” campaign has already driven impressive engagement, with 44 million video views and increased consideration. But as Mack emphasises, the real proof lies in experience.