Applications are now open for Business Events Australia’s Advance FY2024/25 Program. The program provides Australian industry the opportunity to access financial support to deliver industry-led projects, which either increase consideration of Australia for new international business events, via distribution activity (such as site inspections or in market activity); or to increase international delegate attendance at events already secured for Australia.

Supported activity must be delivered by 30 June 2025. For more information including eligibility, how to apply online, and information on what kind of projects the Advance Program supports, visit the Business Events Australia website. Applications close at 5pm AEST on Friday 5 July 2024.

Tourism Australia’s specialist business unit, Business Events Australia attended IMEX Frankfurt from the 14 to 16 May. The team were joined on the Australia stand by 20 industry partners (35 delegates) covering destinations, venues, destination management companies, and accommodation. During the event, Tourism Australia delivered over 40 one-on-one appointments, 14 group appointments, media interviews and hosted a networking event, where Australian industry had the opportunity to connect with international buyers and sample Australian wine.

Tourism Australia’s Managing Director, Phillipa Harrison, spoke at the ICCA Global Advocacy Alliance session, where she discussed the value of business events in Australia and Robin Mack, Executive General Manager of Commercial and Business Events Australia, discussed trends and what meeting planners want from a destination on a panel at Events Profs Unplugged. Already, the trade show has delivered 40 business leads for Australia to date, with interest in Australia strong across incentive and association sectors, and with longer haul markets now considering travelling further afield there are more business opportunities for Australia for 2025 and beyond.

Kelly Maynard has been promoted to the new role of General Manager Business Events, Commercial & Industry. Kelly has been with Tourism Australia for 11 years and continues to lead Tourism Australia’s distribution and partnerships strategy and implementation, along with overseeing Industry Relations for Business Events.

Edea Lu has been appointed to the role of Business Events Director, Asia. Holding a variety of roles in her 11 years with Tourism Australia including, operations, distribution, partnerships and most recently Country Manager New Zealand and supporting business events. Edea will be working with Tourism Australia’s teams across Asia, as they support business events activity.

This month in London, Tourism Australia connected with incentive planners and media over lunch at The Greenhouses at One Marylebone. The group was welcomed by Robin Mack, Executive General Manager of Commercial and Business Events Australia, and received an update on why there’s nothing like Australia for business events.

Tourism Australia attended the Global Cynergies, Hotel and Venue Sourcing Global Forum in Vienna, where Eric Edmunds, Director Business Events, North America joined a panel discussing global business event trends. During the event, the team networked with 25 associates and provided an update on Australia’s offering as a destination for business events. To date, the event has generated two business leads for Australia.

Whilst in North America, Tourism Australia attended Maritz’s Elevate in Vancouver, Canada to network with key Maritz stakeholders and their clients. Maritz is a leading events agency in North America and a strategic partner of Business Events Australia.

Tourism Australia also had the opportunity to connect with customers at MPI’s World Education Congress (WEC) in Louisville, Kentucky. This year’s WEC had over 1,900 attendees, including over 700 meeting planners. Education was the top priority at WEC with the event delivering 115 unique breakout sessions including new trends for incentive travel, the future of Artificial Intelligence in the meetings industry, planner Q&A’s, and sustainability.