Business Events

Business Events Australia (BEA) is a specialist business unit of Tourism Australia dedicated to promoting Australia internationally as a destination for conferences, incentives, exhibitions and events. There are dedicated business events representatives in Sydney and the key markets of Greater China, New Zealand, North America and the United Kingdom.

Economic contribution and potential

Business Events are major contributors to the Australian visitor economy. In the year ending June 2016, total expenditure by international business events visitors to Australia reached AUD3.8 billion, with arrivals totalling 812,000 for the same period. Business Events visitors spend on average AUD323 a night, compared to AUD159 a night for leisure visitors.

Tourism Australia’s activity

Tourism Australia works in close collaboration with State and Territory convention bureaux, convention centres of Australia and the broader industry, to show the world Australia’s exceptional credentials as a destination for business events.

Utilising the Business Events Australia brand, Tourism Australia works to engage specific customer segments through partnership marketing, PR, content, media programs, digital communications, social media and events. The strategy is differentiated by sector, with a focus on content including long, short form, graphic and film that communicates why there’s nothing like Australia for business events.

There are a number of opportunities for industry to meet and do business with international business events buyers, in key markets and in Australia, including;
• Educational visits to Australia for qualified buyers and media, hosted in partnership with convention bureau and industry;
• Showcases such as the Greater China Showcase that take Australian industry to market to meet with qualified buyers and media;
• International trade shows including IMEX Frankfurt, IMEX America and IBTM World
• Tourism Australia’s signature incentive showcase – Dreamtime – held every two years, where hosted buyers and media are brought together with Australian industry for a multi-day program of meetings, networking and educational visits.

Further information

Tourism Australia has recently undertaken research to help industry understand the ‘path to purchase’ behaviour of potential delegates to international conferences. The research provides information on the decision making process of delegates and the best times to communicate conference and destination messages.

In addition, the Consumer Demand Project also provides valuable insights into how corporate business events decision makers perceive Australia, and the factors that motivate them to choose Australia for their events.

To find out more, please visit the following pages or contact the team at

Download the 2016-17 Business Events Australia trade activity calendar to view upcoming business trade events.