When Business Events Australia’s signature international incentive showcase, Australia Next returns for a third consecutive year in 2025 in Melbourne/Narrm it will be the first time since 2013 that international business events planners have been to the capital of Victoria for the showcase. Tourism Australia managing director, Phillipa Harrison says that after having the showcase on pause for four years it is 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 says.
Business Events Cairns & Great Barrier Reef made Australia Next 2024 one to remember and now the baton passes to Melbourne Convention Bureau (MCB) to make this year’s event just as memorable. Australia Next 2025 will be held 1-3 December 2025 and be prefaced or followed by a familiarisation visit in key incentive destinations across Australia for international buyers and media.
The 2023 edition of the showcase in Adelaide/Tarntanya generated over 200 business leads across the country worth around A$200m and the 2024 programme provided a serious springboard for Tourism and Events Queensland to launch towards its target of growing international overnight visitor expenditure to A$11bn by 2032. Clearly the strategy of bringing down the buyers works as they find out for themselves the unqiue experiences on offer.
Showcasing Queensland as an ideal incentives travel destination in the lead-up to the Brisbane 2032 Olympic and Paralympic Games was also a bonus last year.
Scott Blondel, head of event travel at high-end corporate travel and events management agency Reed & Mackay, based in the UK, spoke about his experiences on the packed 2024 programme: “I was captured by the natural beauty of Cairns and the Great Barrier Reef, as well as the vibrant energy of Sydney. In Cairns, I was blown away by being able to get so close to the natural wonders.”
Matt Culverhouse, director of strategic accounts and growth at Opus agency, also praised his 2024 experience: “From climbing the Sydney Harbour Bridge to taking a seaplane ride over the city, as well as taking in views of the Opera House and experiencing world-class dining was unforgetable. Sydney boasts an array of hotels and venues to suit all groups.
“The warmth and hospitality of the locals made this trip extra special, taking service to the next level. If you’re looking for a destination that will inspire, reward and connect your team then consider Australia for your next incentive or event.
“Australia really brought home what an awesome experience could be curated for a four/five night incentive for a diverse group of attendees. There aren’t many places in the world where you could experience air (via seaplane), land (via Harley Davidson) and sea (via chartered water taxi) all before lunch!
“I signed venue contracts for 2025 projects on the back of the trip and I cannot wait to go back.”
