Tourism Australia’s major incentive showcase begins in Melbourne/Narrm

Media release

International business events decision makers have arrived in Melbourne/Narrm to take part in Tourism Australia’s signature business events showcase Australia Next, which will run over the next two days to increase awareness of Australia as a business events destination.

Australia Next returns to Melbourne/Narrm for the first time since 2013 and this year the event will host 14 media, 97 Australian industry sellers and 95 business events planners from key markets including North America, the United Kingdom, New Zealand, Greater China, Singapore, Malaysia, Indonesia, India, South Korea and Japan.

Tourism Australia Acting Managing Director, Robin Mack, said hosting international incentive event planners at Australia Next has a proven track record of helping to secure a pipeline of international events.

“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 confident this year’s event will deliver more great results,” Mr Mack 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 will kick off with a Business Session of pre-scheduled appointments between planners and Australian sellers at purpose-built events venue, CENTREPIECE at Melbourne Park. Over three immersive days, international planners and media will gain firsthand access to Melbourne’s diverse incentive experiences and event delivery expertise.  

Melbourne Convention Bureau Chief Executive Officer, Julia Swanson said:

“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. 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 the 3^rd of December, with international delegates to also take part in a familiarisation visit in key incentive destinations across Australia. The program will be delivered in partnership with Melbourne Convention Bureau and airline partners Singapore Airlines (for Asia and UK) and Qantas (for North America). Visit the event website here.