Why Australia attracts meeting planners from around the world

This content was co-created by Australian business events and SkiftX, Skift’s branded content studio.

In many ways, business in Australia is unlike any other destination. For many attendees, conferences like these are an opportunity to fulfill a bucket list trip, see Australia’s diverse landscapes and participate in its iconic experiences, all while achieving important goals.

Australia is a welcoming country in every aspect, from its business and hospitality communities to its citizens. As one North American meeting planner explained, “Australians and locals have a way of making you feel very welcome. It’s like you’ve lived there your whole life.

Attendees can also take advantage of the unique opportunities offered by meetings in Australia, while being satisfied with the sense of responsibility demonstrated by business event and hotel partners. Australia’s commitment to sustainability can be seen through its environmental efforts and conscious connections with Aboriginal and Torres Strait Islander peoples, who lay the foundations that make this destination a global standout.

No wonder business thrives here. Data from the Australian Tourism Research Center shows that in the year to March 2024, the number of international business event tourists visiting Australia has recovered to 75% of 2019 levels. Reaching nearly A$4.57 billion.

Read on to find out what makes a conference in Australia an unforgettable experience.

Focus on sustainable development

Many Australians value the importance of protecting the country’s natural resources, environment and local culture. Event partners can develop incentives and meetings along the same lines.

Many of the country’s top meeting spaces incorporate eco-friendly design and functionality. The Adelaide Convention Center is the first conference center in the world to achieve EarthCheck’s coveted Master certification, while the Brisbane Convention Center and Gold Coast Exhibition Center also hold EarthCheck certification levels. The Melbourne Convention and Exhibition Center has gone one step further by becoming the first facility of its kind to receive a six-star Green Star rating.

As a signatory to the Joint Meetings Industry Council (JMIC) Net Zero Carbon Event (NZCE) Commitment, ICC Sydney is committed to reporting on its sustainability and social impact results as required, contributing to conversations about project development, and Attend knowledge sharing workshops and conferences.

Notably, the Cairns Convention Center in Queensland has adopted a reforestation program organized by the Cairns and Great Barrier Reef Business Events. Planners can calculate the carbon footprint of an event and offset it by supporting local tree planting and revegetation schemes, such as the endangered Mabee Rainforest on the Atherton Tablelands.

Planners can take green initiatives to the next level through corporate social responsibility programs and collaborations with organizations such as Cooking for a Cause in several Australian cities. Run by OzHarvest, Australia’s leading food rescue organisation, the program offers groups the opportunity to learn zero-waste cooking skills from OzHarvest chefs and transform rescue ingredients into delicious meals to support disadvantaged communities.

Nature walks, live performances and guest speakers are among the ways planners are integrating Australian Aboriginal and Torres Strait Islander culture into their plans. Consider kicking off the first day with a traditional Aboriginal smoking ceremony, include locally inspired food and beverage offerings, or offer attendees an Aboriginal-made gift. Forming partnerships with local organizations that work with Aboriginal communities can help show your team the full story of Australia, enriching experiences that go far beyond a traditional business meeting.

Paradise-like scenery

No other place in the world has as many scenic spots as Australia’s Great Barrier Reef, Uluru and Sydney Harbour. No matter where you plan your conference or incentive trip in the country, attendees will have a truly immersive feeling.

Such stunning views serve as the backdrop for many adventures to be enjoyed during the conference or before or after the event. Planners not only create moments worth sharing, but also build shared memories among attendees.

Here are some noteworthy options:

• Climb the Sydney Harbor Bridge or work with local officials to design a unique event. For example, on an additional special occasion, the famous bridge was closed to vehicular traffic for several hours so that attendees of the 2023 Human Rights Conference could walk across.
• Groups in Cairns can travel on solar- and wind-powered pontoons to the outer Great Barrier Reef, where participants can snorkel, dive, swim or simply connect with nature. Regardless of their choice, your group members will check off a wish list item.
• Soar above Melbourne for a bird’s-eye view of the Twelve Apostles on the Great Ocean Road, or drive an hour to the Yarra Valley and Mornington Peninsula to experience first-hand the famous wine regions.

“Nothing can prepare you for the Australian experience,” said one British planner. “Be prepared for your eyes to widen, your jaw to drop, and your mind to be blown.”

Venue options surge

Attendees will not only have a great time, but also get business done in a top-notch facility. As global organizations and incentive travel rapidly return post-pandemic, a surge in hotels, meeting spaces and other venues will cater to countless conferences.

For example, since 2020, 236 new hotels have opened in Australia, and approximately 22,000 new rooms have been added across the country. Sydney, Brisbane and Melbourne all have high-profile developments either opening or due to open in 2024. of large event centers or night events – with many more planned in the coming years.

lasting impression

For many attendees, Australia is the trip of a lifetime and they will be motivated to get incentive travel or register to attend association meetings in the country. Many may choose to extend their stay to explore before or after the event.

Attending a conference or event in Australia will leave a positive, lasting impression on attendees and increase loyalty to your event and organization, while increasing productivity upon return to work.

Based on their time in Australia, many planners anticipate returning to Australia. “The professionalism and expertise of the event planners and suppliers, combined with the stunning natural beauty and warm hospitality of the country, created a truly unforgettable experience,” said one India-based planner. “We are already looking forward to our next event in Australia.”

For more information and inspiration about hosting events in Australia, visit the Australian Business Events website.

This content was co-created by Australian business events and SkiftX, Skift’s branded content studio.

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