Media release

Tourism Australia’s signature incentive showcase, Australia Next, will be held for a third consecutive year with the event to return to Melbourne/Narrm in 2025 as Australia strengthens its pipeline of future international business events.

At the conclusion of Australia Next 2024 in Cairns/Gimuy, it was confirmed Melbourne would host the event next year. It will be the first time international business events planners have been to Melbourne for the showcase since 2013.

Tourism Australia Managing Director, Phillipa Harrison, said after having the showcase on pause for four years it has been important to hold the event 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 ramp up efforts to secure a strong pipeline of international business it is important to give more buyers an opportunity to take part,” Ms Harrison said.

“The leads generated from Australia Next are driving real business outcomes which continue to play a critical role in the recovery of the business events industry.”

Tourism Australia’s Executive General Manager of Commercial & Business Events Australia, Robin Mack, said after an outstanding event in Cairns/Gimuy the countdown is already underway ahead of the return of Australia Next in 2025.

“Our signature incentive showcase has not been held in Melbourne in more than a decade so it will be great to once again take international business events buyers to Victoria,” Mr Mack said.

“We thank our host partner Business Events Cairns & Great Barrier Reef for making Australia Next 2024 one to remember and look forward to working with the Melbourne Convention Bureau to make next year’s event just as memorable.”

Melbourne Convention Bureau Chief Executive Officer, Julia Swanson, said we’re looking forward to welcoming delegates from around the world to Melbourne for Australia Next 2025.

“Melbourne is the ideal city to promote our country. It’s vibrant, welcoming and well-connected, offering a multitude of ever-changing and exclusive experiences to accommodate everyone. Our infrastructure paves the way for highly successful business events due to world-leading facilities and venues, extensive transport system and a large range of quality accommodation readily available,” Ms Swanson said.

“The city leads the way in events, arts, culture and sport, and boasts a year-round calendar of annual events, festivals and shows, underpinned with a rich multicultural history and a food haven for exploration. With idyllic proximity of country and coast, a mere 90mins from the central business district, a wide range of memorable experiences from wineries and stunning coastal scenery to rainforests, waterfalls and wildlife encounters are waiting to be enjoyed by all delegates on an incentive program or conference.” 

Australia Next 2025 will be held from 1 December to 3 December 2025. It will be prefaced or followed by a familiarisation visit in key incentive destinations across Australia for international buyers and media. The program will be delivered in partnership with the Melbourne Convention Bureau.