Across two days, 9-10 October, 2024, 80 international business events buyers, 15 media – including Spice – and 96 Australian industry sellers took part in the showcase program that was delivered in partnership with Business Events Cairns & Great Barrier Reef.
The showcase was also bookended by pre- and post-familiarisations of Cairns and its surrounding region’s attractions for international buyers and media.
It was the second consecutive year Australia Next – formerly known as Dreamtime – was held, providing an opportunity to show Australia’s business events offerings to decision makers domestically and from China, Singapore, Malaysia, Indonesia, India, South Korea, Japan, New Zealand, North America and UK.
“It’s great to welcome international business events planners and media back to Australia for the second consecutive year,” says Tourism Australia’s managing director, Phillipa Harrison (pictured, above).
“Our signature incentive showcase has traditionally been held every two years but we have brought it back again in 2024 to turbocharge efforts to build a strong pipeline of international business events.
“We are already seeing international business events return to Australia, with the latest numbers from Tourism Research Australia showing they contributed $4.6 billion to our visitor economy in the 12 months to March 2024.
“While that total trip spend is above the levels we experienced in 2019, the number of visitors arriving in Australia for an international business event is at about 75 per cent of what we have seen in the past and we hope hosting Australia Next in Cairns in 2024 helps drive the industry’s recovery and future growth.”
Tourism Australia’s executive general manager of commercial and Business Events Australia, Robin Mack, says Tropical North Queensland was the ideal host for Australia Next 2024.
“Incentive planners from 10 key markets around the world experienced firsthand the unique tourism experiences and world-class venues available in Cairns, and as a result generated further business leads for our industry,” he says.
“Last year, our incentive showcase in Adelaide/Tarntanya generated 212 business leads across the country to date, worth $192 million, so we know the event works and we can’t wait to see the business created from this year’s event in Cairns.”
At the conclusion of the event, Melbourne was announced as host city for Australia Next 2025, representing the first time the showcase has been held in the Victorian capital since 2013.
“Our signature incentive showcase has not been held in Melbourne in more than a decade so it will be great to once again take international business events buyers to Victoria,” says Mack.
“We thank our host partner, Business Events Cairns & Great Barrier Reef, for making Australia Next 2024 one to remember and look forward to working with Melbourne Convention Bureau to make next year’s event just as memorable.”
Melbourne Convention Bureau’s chief executive officer, Julia Swanson, is looking forward to welcoming delegates from around the world to Melbourne for Australia Next 2025, to be held 1-3 December, 2025.
“Melbourne is the ideal city to promote our country,” she says.
“It’s vibrant, welcoming and well-connected, offering a multitude of ever-changing and exclusive experiences to accommodate everyone.
“Our infrastructure paves the way for highly successful business events due to world-leading facilities and venues, an extensive transport system and a large range of quality accommodation readily available.”
