2024 saw Sydney break into the top 10 ranking on the Global Destination Sustainability Index (GDS-Index) 2024. The city also confirmed its position as Australia’s number one business events host in the ICCA rankings and was ranked third in Cvent’s Asia Pacific city ranking. There were many other accolades and, last June, Destinations International awarded BESydney its Destination Organisation Leadership Award for Global impact in recognition of the company’s outstanding leadership in the travel and tourism industry.
The Harbour City has also been named the world’s best city in a survey of Condé Nast Traveller UK readers. The same organisation crowned Sydney hotel The Fullerton Best hotel in Australasia.
BESydney’s contribution to the New South Wales (NSW) visitor economy is underpinned by strong backing of the state government and its events strategy is focused on sectoral strengths such as Health & Life Science, Tech & Innovation (especially AI), Advanced Manufacturing and Science & Engineering. The Sydney Meetings Fund, launched by BESydney for a number of international markets, is aimed at attracting smaller international meetings to the city.
In terms of international markets, China remains significant for business events in Sydney, while India has doubled its number of business events held there in the last year. Sydney also continues to welcome delegates from major markets like the US and Europe that drive consistent growth. There is a need to be nimble, given the bureau also reports booking times in the Corporate & Incentive market getting shorter, particularly in the Asia market.
Challenges
Sydney’s main challenges are the usual global ones – rising travel costs and the carbon footprint of air travel and inflation. However, Sydney’s business events professionals remain focused on service, quality and dedicated to sustainability, social impact and innovation, and look to capitalise on the increasing demand for high-quality business events.
Sydney’s innovation districts, including Tech Central and Westmead Health and Innovation District, also support the key industry sectors mentioned earlier, creating more reasons to meet and share knowledge. The Western Sydney International (WSI) Airport opening in late 2026, Bradfield City and the surrounding Aerotropolis form a new, fast developing hub that is sure to have significant influence on aerospace and defence, advanced manufacturing, healthcare, freight and logistics, agribusiness, education and research sectors in particular.
Goals for 2025
Sydney went into the New Year with a forward pipeline to 2030 of 76 events set to attract 111,000 delegates and generate an estimated A$451m in direct expenditure. Of those pipeline events, 31 will be held in 2025.
BESydney says it is now looking at sustainability through three lenses – social sustainability, economic sustainability as well as environmental sustainability. The bureau has recently launched an organisational Social Impact Strategy with a Social Impact Manager driving an agenda which includes training and frameworks for planning, delivery and measurement – all designed to maximise the positive (and minimise the negative) impact of events held in Sydney.
A First Nations Strategy was also finalised in 2024, which involves connecting clients to local services and experiences. Another drawcard for Sydney is its reputation as a welcoming, inclusive, accessible and safe city – with many languages spoken. Almost 50% half of residents were born overseas.
Resident giraffes at Taronga Zoo, Mosman in Sydney.Gateway to Australia
Sydney is considered the gateway to Australia, with over 700 direct international flights into Sydney per week. New direct flights from Europe, Asia and North America are being added to the timetables, including Qantas introducing non-stop flights between London and Sydney in late 2025.
Chinese airlines are also boosting Sydney’s connectivity. Juneyao Air, among others, has launched direct flights to Sydney, and the city now has the highest ever number of mainland Chinese carriers. Cathay Pacific and other Asian airlines are also expanding services.
The Western Sydney International Airport is also securing new flights. In August 2024 Singapore Airlines announced direct flights to Sydney’s new curfew-free airport after it opens under a deal that commits the first overseas airline to the A$5.3bn project. The airline’s low-cost subsidiary, Scoot, has 12 weekly return flights between Singapore and Sydney Airport.
The combination of these new routes and the growing seat capacity is a major boost to Sydney’s global connectivity for international meetings and conferences.
Landmarks, cuisine and culture
Sydney has long been on many people’s bucket list to visit, and is instantly recognisable with its stunning Sydney Harbour backdrop combined with famous beaches and iconic landmarks like the Sydney Opera House. Its contrast of urban and nature, youth and ancient cultures, also inspires creativity and engagement making it an unforgettable business event destination that delegates tend to extend their stays in more than the average.
Corporates and incentive trips can deliver enriching experiences, and from a Sydney base these can include learning to surf, wine tasting in the Hunter Valley, teambuilding in the UNESCO World Heritage-listed Blue Mountains and delving into the rich culture all around. Hawkesbury River’s oyster farms and some of the wineries, too, also offer event spaces.
With a network across academia, industry and government, BESydney can plug delegates and organisers into connections and expertise to give their business events a long-lasting impact. The city is not short of iconic sporting venues and tradition which can also excite and infuse any business event.
Sydney has an exceptional dining scene, due in most part to its rich multicultural DNA. All of the above adds up to year-round appeal with a temperate climate allowing delegates to enjoy outdoor experiences for attendees almost any time of the year.
