Tourism Australia has kicked off its flagship incentive showcase, Australia Next, in Melbourne/Narrm, welcoming international business events decision makers for a two-day programme designed to boost global awareness of Australia as a business events destination.
It is the first time since 2013 that Australia Next has returned to Melbourne. This year’s event brings together 14 media, 97 Australian industry sellers and 95 business events planners from key markets including North America, the UK, New Zealand, Greater China, Singapore, Malaysia, Indonesia, India, South Korea and Japan.
Tourism Australia acting MD, Robin Mack, said hosting international incentive event planners has consistently delivered strong outcomes for the sector.
“Our last incentive showcase in Cairns/Gimuy last year drove solid results for Australia’s business events industry, generating 161 business leads to date worth around $170 million and we are confident this year’s event will deliver more great results,” he said.
“At Tourism Australia we know the best way to showcase our country is to show, not tell, international decision makers about what we have to offer and the program that has been pulled together, in partnership with the Melbourne Convention Bureau, will ensure the planners will experience the very best of Melbourne’s incentive offerings.
“Importantly the planners also have the chance to experience other destinations around Australia on famils which will take place in regional Victoria, Cairns/Gimuy, Brisbane/Meeanjin, the Gold Coast, Sydney/Warrane, Perth/Boorloo, Adelaide/Tarntanya and Hobart/nipaluna, giving those who travelled an understanding of the breadth and depth of Australia as a destination.”
The showcase began with a business session of pre-scheduled appointments between planners and Australian sellers at CENTREPIECE at Melbourne Park, followed by three days of immersive experiences highlighting Melbourne’s incentive strengths.
Melbourne Convention Bureau CEO Julia Swanson said the event is an important opportunity to demonstrate the city’s appeal to the global incentive market.
“Australia Next 2025 is a fantastic opportunity to showcase Melbourne’s unique appeal to the global incentive market and what makes our city and state a premier destination for incentive programs,” she said.
“Melbourne offers more than exceptional event spaces; with world class food and wine, a vibrant calendar of major events and a plethora of cultural experiences, it’s a city built for creating unforgettable moments. From exploring our iconic laneways to discovering regional gems less than a two-hour drive from the city, Victoria delivers the perfect balance of business and leisure. We’re proud to demonstrate why our destination inspires and motivates delegates from around the world.”
Australia Next Melbourne 2025 runs until 3 December, with delegates then dispersing across the country for familiarisation visits. The program is delivered in partnership with the Melbourne Convention Bureau and airline partners Singapore Airlines and Qantas.
