Brisbane’s business events market is thriving, fuelled by robust economic growth, an ambitious A$25bn infrastructure pipeline and rapid urban development. The city’s corporate travel sector is booming, with Tourism Research Australia’s National Visitor Survey data indicating a 20.5% year-on-year surge in domestic business travel, the highest growth rate among Australian capital cities.
Key infrastructure projects, including upgrades to Brisbane Airport and transformative city precincts like Queen’s Wharf, and city shaping public transport projects, enhance the city’s ability to host large-scale conferences, incentives, and exhibitions. Brisbane is positioned to capitalise on its strengths as a global innovation hub.
Home to one of the highest concentrations of innovation hubs in Australia and two globally ranked universities (The University of Queensland and the Queensland University of Technology – QUT), Brisbane fosters cutting-edge research and collaboration. This innovation ecosystem aligns well with the city’s appeal to sectors like healthcare, advanced manufacturing and technology, which in turn are driving demand for business events.
Moreover, Brisbane’s international recognition as a cultural and lifestyle destination, from being named one of the New York Times’ Top 52 Places to Go, to hosting the 2032 Olympic and Paralympic Games, reinforces its reputation as a city where work and leisure converge.
Sectoral strengths for events
Brisbane’s economy is powered by a diverse range of high-performing sectors, underpinned by innovation and world-class education. The health and medtech sector leads with the largest health cluster in the Southern Hemisphere and is poised for continued expansion with a 36% growth forecast by 2031.
The International Conference on Microneedles is headed to Brisbane in May 2025, showcasing Brisbane’s expertise in the critical sectors of biomedical, immunology and vaccine development. Highlighting its competitive strength in the global market, Brisbane-based medtech businesses Convergence Medical and Gelomics secured silver and bronze awards at an investor pitch challenge in San Francisco in 2024.
Similarly, advanced manufacturing has grown 127% over the past decade, driven by cutting-edge research and development, particularly in robotics, aerospace and biomanufacturing. Brisbane is a Global Top 40 Innovation City and home to more than 140 innovation hubs.
The agriculture sector is thriving, with Brisbane set to host significant events in 2025, including The Neogen World Angus Forum and the AgriFutures evokeAG. agrifood tech and innovation event. These events will further highlight Brisbane’s role as a hub for agrifood innovation, fostering global collaboration and showcasing advancements in sustainable agriculture and food technology.
The energy and resources sector also benefits from Brisbane’s position as a gateway to the Asia-Pacific and its focus on renewable energy and sustainable practices. These industries thrive on Brisbane’s innovation ecosystems, anchored by universities UQ and QUT, as well as Griffith University, which foster collaboration between academia and industry, propelling technological advancements and global competitiveness.
Goals, growth and sustainability
Building on a strong 2024 platform, the focus for Brisbane in 2025 will be on sustaining growth and expanding the city’s profile as a leading destination for high-impact, knowledge-driven events. The pipeline is robust, with an increasing number of events being secured across strategic sectors, including for 2025 from EvokeAg, a premier agriculture conference, and the Organisation for Human Brain Mapping Annual Meeting, a key event for the medical and life sciences industry.
Brisbane is a global leader in sustainable business events, ranked 33rd out of 100 cities for sustainability in the Global Destination Sustainability Movement’s annual index and one of only three cities that achieved gold certification under the UN’s Sustainable Development Goals Cities Global Initiative. The city also holds EarthCheck’s Bronze Benchmark status, showcasing its commitment to environmental, social, cultural, and economic sustainability.
BEDA drives these efforts, partnering with sustainable venues like the Brisbane Convention & Exhibition Centre (EarthCheck Platinum) and eco-conscious hotels such as Crystalbrook Vincent. Brisbane also hosted, in June 2024 at the Pullman Mercure Brisbane, the Global Sustainable Tourism Summit, focusing on Ecotourism Australia’s legacy of hosting one of the world’s longest-running ecotourism conferences.
In 2025 we will continue to see sustainability play a growing role in the Australian events industry. There’s a growing emphasis on sustainable practices, from carbon-neutral events to zero-waste initiatives, with businesses and delegates increasingly seeking environmentally responsible solutions.
Evolving event formats
In terms of trends for 2025, BEDA underlines that technology will play a significant role, with advancements in virtual and hybrid event formats. Event formats are set to evolve significantly. AI will enable hyper-personalised attendee journeys, while AR will deliver immersive features like virtual site visits and 3D demonstrations, enhancing engagement and accessibility for diverse audiences.
The bureau also believes events will continue to move beyond traditional venues to embrace experiential settings, such as tours that connect attendees with local industries, businesses and experts. Such a blend can only strengthen ties to the destination.
Accessibility and inclusion are likely to remain at the forefront of event design and delivery, with event programmes designed to cater to diverse needs, ensuring broader participation, BEDA adds. CSR and sustainability remain central, with initiatives like partnerships with local charities or environmental projects creating lasting impacts. These trends promise events that are more personalised, immersive, inclusive and impactful.
Olympic dreams
The Brisbane 2032 Olympic and Paralympic Games will propel Brisbane into the global spotlight, forever changing how the city is perceived worldwide and creating a legacy that starts now. What does this mean for business events?
This unprecedented global attention boosts market confidence, attracts investment, and draws visitors, enhancing Brisbane’s reputation as a leading destination for business events. Positioned as the ultimate entry point to Australia, Brisbane offers a competitive edge with its connectivity and proximity to world-renowned bucket list experiences such as the Great Barrier Reef and Daintree Rainforest.
Hosting your event in Brisbane means being part of the legacy and leveraging this momentum to create impactful, globally connected experiences.
Culture & Connectivity
Set against the backdrop of the iconic Brisbane River and surrounded by lush green spaces, the city’s vibrant cultural scene, including world-class galleries, live performances, and festivals, provides enriching experiences for delegates. Beyond its tourism appeal, a Team Brisbane approach fosters a supportive and collaborative environment, with a united government and industry working together to ensure seamless event delivery.
The city’s ease of doing business, strong infrastructure, and commitment to sustainability make it a compelling choice for hosting successful, impactful events. Connectivity to Brisbane has significantly increased, with new international routes and capacity expansions.
In 2024, Brisbane welcomed direct flights to major hubs, including Dallas–Fort Worth (American Airlines), Manila (Qantas), Los Angeles (Delta Airlines), and Bangkok (Jetstar). More visitors from the USA are coming to Brisbane than ever before and the city is home to four giants of North American aviation: Delta Air Lines, American Airlines, United Airlines and Air Canada.
Airlines like China Eastern, China Southern and Cathay Pacific have also expanded services, reflecting growing demand. Brisbane Airport, operating 24/7 and connecting to 32 international destinations, is Australia’s most connected airport domestically and a key gateway to Asia-Pacific’s A$90 trillion economy. Investment of over A$5bn planned for the next decade, featuring a third terminal and major upgrades, is set to further enhance capacity and the traveller experience.
