Australia Next 2025 to be held from December 1 to 3 in Melbourne

To connect global incentive buyers with Australia’s business events sector, Tourism Australia’s signature event, Australia Next, will take place from December 1 to 3 in Melbourne. The event aims to showcase the country’s incentive experiences and products while facilitating connections with qualified incentive buyers worldwide.

In a press statement, Tourism Australia says that this event aims to build confidence among buyers to promote Australia and to drive demand for incentive business by connecting them with Australian industry representatives from across the country.

It adds that last year, Australia Next was held in Queensland’s Cairns. The event allowed delegates to engage directly with Australia’s incentive destinations, operators, suppliers and event management companies through a three-night programme in Cairns and the Great Barrier Reef.

As per statement, Tourism Australia says that following the main program, international buyers and media participated in familiarisation tours across Australian cities including Adelaide, Brisbane, Gold Coast, Melbourne, Sydney and Uluru. Pre-familiarisation was also conducted in Canberra, Perth and Port Douglas.

According to the statement, Tourism Australia says that in last Australia’s next event, international buyers came from ten markets. The largest group came from Greater China, followed by North America, India, New Zealand, Indonesia, Japan, Malaysia, Singapore South Korea and the United Kingdom. The event hosted 79 incentive agent buyers and 15 international and domestic media representatives.

As per statement, the country’s tourism board says that buyers were primarily from conference and incentive agencies, about 58 pc, meeting and incentive houses, who accounted for 20 pc, corporate travel agents, numbering about 11 pc, incentive houses at 6 pc and professional conference organisers for 4 pc.

Tourism Australia says that 96 Australian industry sellers participated, representing accommodation, attractions, venues, convention bureaux, tour operators, destination management companies, convention centres, special interest operators, event organisers, product representation companies, inbound tour operators and national tourism authorities.

The statement says that over the course of the event, 2,034 appointments were conducted and 165 business leads were generated.

Tourism Australia says that as per their post-event survey, buyers experienced high satisfaction Australia Next programme. As per the survey, attendance increased the likelihood of buyers sending travellers to the country, with buyers expressing satisfaction with Cairns as a business events destination and with their pre- or post-familiarisation visits during the Australia Next programme.