Tourism Australia’s signature incentive showcase, Australia Next, will be held in Sydney/Warrane in 2027, with international business events planners to once again return to Australia to experience the destination’s world class business events offerings first-hand.
Australia Next will return to being held every second year after three consecutive showcases in Adelaide/Tarntanya in 2023, Cairns/Gimuy in 2024 and Melbourne/Narrm this year to help build a strong pipeline of future international business events.
Tourism Australia Acting Managing Director, Robin Mack, said hosting the event back to back to back has done its job and secured Australia hundreds of business leads worth many hundreds of millions of dollars.
“As we emerged from the pandemic we made a strategic decision to increase the frequency of our incentive showcase and hold it three years in a row to help turbocharge the industry’s recovery, and that’s what we have done,” Mr Mack said.
“We want to thank the Melbourne Convention Bureau for being an outstanding host of Australia Next in 2025 and we are confident what planners have seen in Melbourne and on famils around the country will pay dividends for our industry.”
“Hosting the showcase each year since 2023 has given us the opportunity to highlight so much of the new product on offer around the country and now we have had the chance to do that we will return to the regular cycle of every two years.”
“We can’t wait to welcome international business events planners to Sydney in 2027. This will be the first time international business events planners have been to Sydney for Tourism Australia’s incentive showcase in 16 years and Business Events Sydney has plenty of new product to show.”
Business Events Sydney (BESydney) CEO Amanda Lampe noted there couldn’t have been a more opportune time for Australia Next to return to Sydney in 2027.
“With our second international airport coming online at the end of next year, and the resultant increase in 24-hour air capacity and new routes to Australia’s gateway city, we are very excited to be able to welcome the global incentive community to Sydney in 2027,” Ms Lampe said.
“Sydney’s corporate and incentive meetings business is growing exponentially, and with it, the dynamic range of wonderful new experiences and top notch hotel and event infrastructure, giving reasons for companies to return to Sydney time and time again. Whether it’s a new take on beloved favourites – the Sydney Harbour Bridge and Opera House, or completely new infrastructure like the Sydney Fish Market and the Waldorf Astoria, we can’t wait to offer international buyers a first-hand experience of the new Sydney.”
Australia Next 2027 will be held in Sydney in December 2027. The event will be delivered by Tourism Australia in partnership with BESydney.
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