I was invited to Business Event’s Australia’s showcase event, Australia Next, in Cairns from 8-10 September, 2024, where the virtues of the region and nation were showed off to national and international delegates.
During the three-day showcase, the sunshine state’s former tourism slogan of “beautiful one day, perfect the next” came to life.
Having rebranded Australia Next for 2024, this edition was a bonus given the showcase usually moves in two-year cycles. The 2023 event was in Adelaide, South Australia, and 2025 will be held in Melbourne, but this year was shoehorned onto the calendar to boost the nation’s business events standing as the sector powers beyond the mire of COVID-19.
For a rebranded event looking to turbo-boost Australia’s business events sector, Cairns was an inspired choice.
For international delegates and media contingent arriving from the southern states that are fresh out of winter, hitting the tropical destination and being met with warm air, rays of sunshine and holiday vibes set the tone for a brilliant event with the best of Aussie culture on display.
Business Events Australia – a specialist business unit of Tourism Australia – hosted Australia Next in conjunction with Tourism Tropical North Queensland. Collectively, they rolled out the red carpet for every delegate and proudly showed off their backyard.
Led by Tourism Tropical North Queensland CEO Mark Olsen, the locals’ pride in their region was clear. This was well supported by Business Events Australia executive general manager Robin Mack, Tourism Australia CEO Phillipa Harrison and the respective organisations’ staff.
Cairns and its surrounding region, specifically Cape Tribulation, is the only place in the world where two UNESCO World Heritage Sites meet. The Wet Tropics Rainforest rolls to the coast, with just a thin strip of sand separating it from the Great Barrier Reef.
As stunning as it is globally significant, Tropical North Queensland sells Australia like nowhere else.
For Australia Next delegates, the itinerary oscillated from postcard venues to surfing the menu at a range of gatherings. From a stunning beachside open-air luncheon at Trinity Beach Palace (pictured, at top) and the formal dinner at Tanks Arts Centre, to snorkelling on the reef and learning about conservation of the precious local environment, the agenda was full of unforgettable experiences.
Personal highlight was the sunset soiree at The Sugar Shed in Yorkeys Knob, with local cuisine, craft beer and entertainment among the tractors and equipment on a working sugar cane farm.
There was also business to be done, with Australia Next’s meeting schedule at the recently expanded Cairns Convention Centre featuring stands from each of Australia’s states and territories.
As delegates moved between meetings, they met with representatives from convention bureaus, venues and other operators who spread the word of Down Under being one of the best events nations in the world.
Beautiful one day, perfect Australia Next.
