Fresh research from Tourism Australia’s Business Events unit confirms Australia’s position as a top destination for international events, with a promising outlook for growth.
The 2024 Business Events Consumer Demand Project (CDP) highlights that one in three global decision-makers plan to host events in Australia within the next 3–10 years.
Robin Mack, Executive General Manager of Commercial and Business Events Australia, commented: “This positive outlook reflects Australia’s reputation as a premier business events destination. With budgets expected to grow, we anticipate larger and more impactful events in the coming years.”
The research also emphasises sustainability’s rising influence, with two-thirds of decision-makers citing sustainability credentials as crucial to their choice of destination. This aligns with broader trends favouring eco-conscious events.
Surveying over 650 association and corporate planners across North America, Europe, Asia-Pacific, and new markets such as Japan and South Korea, the study provides valuable insights for the industry to capitalise on global opportunities.
The full 2024 CDP factsheet is available here.