Business Events Sydney (BESydney) has unveiled a new logo, website and complete content refresh, marking its evolution in a new era of business events.

BESydney CEO, Lyn Lewis-Smith, said the change in identity reflects how business events have shifted, with new business models, new ways of working, connecting and gathering.

“We are the city’s international advocate with the responsibility for attracting global business and academic audiences to Sydney to get the fresh perspective they need to change their worlds,” she said.

“Our customers are wanting to know where we stand on sustainability, diversity, equity and inclusion, and delivering corporate social responsibility outcomes.”

Ms Lewis-Smith said clients are looking for values-alignment, a deeper cultural connection, and a more immersive experience in the destination.”

“As the city demonstrated by hosting the most welcoming, inclusive, accessible and sustainable WorldPride festival and Human Rights Conference this year, we have come of age on the global meetings stage,” she said.

“Our new brand and logo reflect that confidence.”

The company’s website has also been completely re-engineered with simplified customer journeys designed to reflect shifting client expectations and content to make choosing Sydney easier than ever.