Sydney’s Model for Meaningful Events

Modern event participants expect more. Delegates are increasingly driven by the desire to contribute to meaningful change. The value of a conference is no longer defined solely by its programme or networking opportunities, but by its capacity to leave a lasting impact. The choice of destination that aligns with these values plays a vital role in this.

“Organisationally, we want to ‘pay it forward’. We want each event to leave Sydney better than when it arrived, creating a knowledge foundation that can be grown by each new host destination, adding their unique input to expand the impact globally.”

Lyn Lewis-Smith, CEO BESydney

Here are five strategies Sydney used to drive greater purpose and impact from business events:

1. Reframe the RFP Process

Selecting a destination based on venue size, walkable hotels, and cost remains standard. However, achieving long-term value requires going further. A modern RFP should consider whether a destination can serve as a platform for the event’s mission by connecting local stakeholders to broader social goals. In this context, partnerships matter. 

Take sustainability. While many destinations are still crafting climate strategies, Sydney has accelerated its path to net zero. The city operates entirely on renewable energy, and its convention infrastructure actively supports environmental stewardship. In 2018, the Sustainable Destination Partnership was launched to unite hotels, venues, and cultural institutions in a collective effort to cut emissions. Since then, ICC Sydney and other partners have reduced emissions by over 28%.

Content development is also key. Can the destination provide more than logistics support? Can it connect you with local changemakers? BESydney’s ‘Change Starts Here’ initiative ensures that visiting organisers are introduced to a vibrant ecosystem of researchers, entrepreneurs, and artists who can shape and elevate the delegate experience. As Lewis-Smith explains, it reflects “a strategic direction to drive the way we approach our bids with purpose and a social impact focus.”

2. Integrate Indigenous Culture Into the Programme

“Sharing First Nations perspectives can be a deeply moving experience for delegates visiting Sydney,” Lewis-Smith notes. “It can be a way to transport the ancient to the modern, showing how millennia-old cultures are alive today, and share their ancient wisdom about the land we are gathering on.”

This integration can begin with a traditional Welcome to Country or smoking ceremony, a standard opening in Sydney that encourages respect and reflection. For larger gatherings, creating a dedicated First Nations space within the conference — such as the First Nations Lounge and Workshop planned for the 2025 World Conference of Women’s Shelters — can offer continuous engagement.

Food and beverage can also be a conduit for cultural connection. At the International Council on Monuments and Sites’ 2023 General Assembly, ICC Sydney infused every course with Indigenous ingredients. Creative expression is also transformative. Delegates can take part in a Yarning Circle, an Indigenous tradition of storytelling and connection. Off-site excursions, such as learning Aboriginal painting techniques at Hidden Door Experiences, offer unique and intimate opportunities for cultural immersion.

3. Redefine ‘Accessibility’

Accessibility is often understood in physical terms — ramps, lifts, and mobility aids. While essential, this definition omits a vast segment of the disability community. According to Hidden Disabilities Sunflower, 1.3 billion people globally live with disabilities, and 80% of these are invisible. “That means that roughly 17% of attendees may have a non-visible disability that impacts their experience and limits their access and inclusion at the event,” says Justin Bruce, Director of the Hidden Disabilities Sunflower Team for Australia and New Zealand.

The Sunflower programme enables individuals with non-visible disabilities to discreetly indicate they may need extra support. A lanyard, badge, or card with the sunflower symbol can communicate this without drawing unnecessary attention, ensuring all attendees feel recognised and supported.

4. Measure Long-Term Impact

BESydney’s approach to impact measurement sets a benchmark in the sector. As the recipient of the inaugural Global Destination Sustainability Movement #MEET4IMPACT’s Impact Award, the organisation has been collecting and analysing legacy data from conferences in the city for the past 13 years, using a “deliberate and research-based approach” that sets them apart in the destination marketing industry.

Case in point, BESydney is currently working with the FDI World Dental Congress organisers to understand how a Young Dental Forum at the 2023 event will encourage participants to pursue leadership pathways in the organisation. The social impact study, which includes 12-month and 3-year check-ins, involved working with seven stakeholder groups and identifying short-term, mid-term, and long-term objectives. 

5. Rethink CSR Beyond Tokenism

Corporate social responsibility initiatives can become part of a delegate’s personal transformation. Research consistently links volunteering with reduced stress and increased wellbeing. However, the activity must resonate with the event’s purpose and the local context.

Tina Demetriou, Social Impact Manager at BESydney, suggests tailoring CSR opportunities to the audience and the destination. “For example, a conference for the building and construction industry might get involved with Habitat for Humanity,” she says. “If the group then wants to localise it, they might consider the needs of the local community — for instance, the need for safe and healthy housing for women escaping domestic violence might have been identified as a local priority.”

Planning a conference involves dozens of urgent decisions — from session schedules to budget sign-offs. In the face of such demands, stepping back to consider long-term impact may feel ambitious. But BESydney, together with the city’s meetings ecosystem, is showing that building legacy into the fabric of events can turn a program into a catalyst for change. When organisers embrace purpose as a core design principle, delegates no longer feel like passive participants. They return home inspired and more likely to return again.

Considering a business event in Sydney? Contact us at besydney.com.au