Business Events Australia’s signature incentive showcase, Australia Next, will be held for a third consecutive year with the event to return to Melbourne/Narrm in 2025 as Australia strengthens its pipeline of future international events. At the conclusion of Australia Next 2024 in Cairns/Gimuy, it was confirmed Melbourne would host the event next year. It will be the first time since 2013 international business events planners have been to Melbourne for the showcase.
Tourism Australia Managing Director, Phillipa Harrison, said after having the showcase on pause for four years it is been important to hold the event in in 2023, 2024 and again in 2025 to highlight all the new product on offer around the country.
“Traditionally our signature incentive showcase has been held every two years but as we ramped up efforts to secure a strong pipeline of international business it was important to give more buyers an opportunity to take part,” Harrison said. “The leads generated from Australia Next are driving real business outcomes which continue to play a critical role in the recovery of the business events industry.”
Tourism Australia’s executive general manager of commercial and business events Australia, Robin Mack, said “It will be great to once again take international business events buyers to Victoria.
“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 the Melbourne Convention Bureau to make next year’s event just as memorable.”
Melbourne Convention Bureau CEO, Julia Swanson, added: “Melbourne is the ideal city to promote our country. 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, extensive transport system and a large range of quality accommodation readily available.”
Australia Next 2025 will be held 1-3 December 2025 and will be prefaced or followed by a familiarisation visit in key incentive destinations across Australia for international buyers and media.
