Why Australia Is Attracting Global Appeal Among Meeting Planners

This content was created collaboratively by Business Events Australia and Skift’s branded content studio, SkiftX. 

In many ways, business events in Australia are unlike those in any other destination. For many attendees, such meetings are a chance to achieve a bucket-list trip, take in Australia’s diverse landscapes, and participate in its iconic experiences — while also accomplishing important goals. 

Australia is welcoming in every sense of the word, from the business and hospitality communities to its citizens. As one North American meeting planner explained, “Australia and the locals have a way about them that makes you feel very welcome. It’s as if you lived there your whole life.” 

Attendees can also take advantage of the unique opportunities a meeting in Australia can offer while feeling good about the responsibility demonstrated by business events and hospitality partners. Australia’s commitment to sustainability can be seen through its environmental efforts and by building conscious connections to the Aboriginal and Torres Strait Islander people who built the foundation that makes the destination a global standout.

It’s no wonder that business events are thriving here. Tourism Research Australia data shows arrivals are back to 75 percent of 2019 levels, with 757,000 international business event visitors coming to Australia in the year ending March 2024. Meanwhile, international business event expenditures have surpassed COVID levels at nearly $4.57 billion.

Read on to learn what makes a meeting in Australia an unforgettable experience.

Focusing on Sustainability

Many Australians value the importance of preserving the country’s natural resources, environment, and local cultures. Event partners can shape incentives and meetings along those same lines.

Eco-friendly designs and features are integrated into many of the country’s top meeting venues. Adelaide Convention Centre is the world’s first convention center to achieve EarthCheck’s coveted Master certification, while Brisbane Convention & Exhibition Centre and Gold Coast Exhibition Centre also have EarthCheck certification levels. Melbourne Convention and Exhibition Centre goes a step further as the first facility of its kind to be awarded the 6-Star Green Star rating. 

As signatories to the Joint Meetings Industry Council (JMIC) Net Zero Carbon Events (NZCE) Pledge, ICC Sydney is committed to reporting its sustainability and social impact results as required, contributing to conversations regarding project development, and participating in knowledge-sharing workshops and meetings.

Notably, the Cairns Convention Centre in Queensland employs a reforestation program organized by Business Events Cairns & Great Barrier Reef. Planners can calculate their event’s carbon footprint and offset it by supporting local tree planting and revegetation programs, like the endangered Mabi rainforest on the Atherton Tablelands. 

Planners can take green initiatives to a higher level through CSR programs, working with organizations such as Cooking for a Cause, which are available in several Australian cities. The program, run by OzHarvest — Australia’s leading food rescue organization — offers groups the opportunity to learn zero-waste cooking skills from OzHarvest chefs and transform rescued ingredients into gourmet meals to support vulnerable communities.

Nature hikes, live performances, and guest speakers are among the ways planners can integrate Australian Aboriginal and Torres Strait Islander culture into programming. Consider starting things off on day one with a traditional Indigenous smoking ceremony, including local tastes in F&B offerings, or presenting Indigenous-made gifts to attendees. Partnerships with local organizations that work with First Nations communities help present Australia’s full story to your group, enriching the experience to be much more than a traditional business meeting.

Scenery That’s Out of This World 

No other place in the world sports a range of scenic attractions like Australia’s Great Barrier Reef, Uluru, and Sydney Harbour. Attendees will have a true sense of place no matter where you plan your meeting or incentive trip within the country.

Such stunning views are the backdrop for many adventures to include during a meeting or for pre- or post-event excursions. Not only will planners create Instagrammable moments, but they will also build shared memories among attendees. 

Here are some of the notable options:

• Climb the Sydney Harbour Bridge or work with local officials to design a unique event. For example, on one extra special occasion, the famed bridge was closed to vehicles for several hours so attendees of the 2023 Human Rights Conference could walk across.
• Groups in Cairns can take a solar and wind-powered pontoon to the outer Great Barrier Reef, where attendees can snorkel, dive, swim, or simply connect with nature. Regardless of their choice, your group members will be checking off a bucket list item.
• Soar above Melbourne for a birds-eye view of the Great Ocean Road’s 12 Apostles, or drive an hour to the Yarra Valley and Mornington Peninsula for a hands-on experience touring renowned wine regions.

“Nothing can prepare you for the experience of Australia,” said a planner based in the United Kingdom. “Be prepared for your eyes to widen, your jaw to drop, and your mind to be blown.” 

Skyrocketing Venue Options

Attendees will not just have a good time — they will get business done at top-of-the-line facilities. A surge in hotels, meeting spaces, and other venues will meet the needs of myriad meetings at a time when global organizations and incentive trips are returning at a fast clip following the pandemic.

For example, 236 new hotels have opened in Australia since 2020, adding about 22,000 rooms across the country. Sydney, Brisbane, and Melbourne all have high-profile developments that have already opened or will do so in 2024. These projects range from boutique vineyard properties for executive meetings and incentive travel to luxury resorts to large events centers that can be used for meeting space or evening activities — and much more is in the pipeline for the coming years.

A Lasting Impression 

Australia is the journey of a lifetime for many attendees, who will be motivated to earn incentive trips or register for association conferences in the country. Many may opt to extend their stay before or after the event to explore.

Attending a meeting or event in Australia will leave attendees with a positive, lasting impression, driving loyalty for your event and organization while spurring enhanced productivity upon return to work. 

Based on their time in the country, many planners expect to return to Australia. “The professionalism and expertise of the event planners and suppliers, combined with the stunning natural beauty and welcoming hospitality of the country, made for a truly unforgettable experience,” said a planner based in India. “We are already looking forward to our next event in Australia.” 

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

This content was created collaboratively by Business Events Australia and Skift’s branded content studio, SkiftX.