Australia’s Business Events Strategy Enters a New Phase
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30th Apr, 2026
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International associations select host destinations based on measurable economic and strategic impact. In Australia, business events are positioned as part of a wider system that connects international congresses with research capability, priority industries and national policy agendas.This positioning is now a key part of the structure of Tourism Australia (TA). In January 2026, Robin Mack was appointed Managing Director, bringing long-standing business events leadership into the organisation’s top role. At AIME 2026, TA confirmed that Business Events Australia (BEA) now sits within its Industry division, led by Executive General Manager Industry and Business Events Sally Cope. Her remit spans industry relations, trade engagement and experience development, aligning the business events portfolio with national strategy.
Around 700,000 delegates travel to Australia each year for business events, contributing nearly A$4 billion (around €2.45 billion) to the visitor economy. Their spending differs from leisure travellers, reflecting longer stays, structured conference programmes and direct engagement with Australian industries and research. “On average, every visitor we get for business events will spend 55% more per night than a leisure visitor,” said Mack during the opening press conference at AIME in Melbourne.
This level of spending helps explain why governments treat international meetings as economic drivers. Congresses also connect global professional networks with universities, research institutes and industry. Major congresses link researchers, policymakers and industry leaders with Australia’s scientific and professional communities, informing research agendas, policy discussions and sector development in nationally prioritised areas.
The 76th International Astronautical Congress (IAC), held in Sydney in 2025, shows how this approach operates at scale. The event attracted close to 7,500 delegates from 99 countries, including more than 40 heads of space agencies and organisations such as NASA. Alongside the congress, more than 60 New South Wales companies exhibited, while public programmes such as Space Day and STEM initiatives led by the Department of Education and the University of New South Wales connected younger audiences with space science and engineering pathways.
Mack told HQ that events such as the IAC bring knowledge exchange, policy influence and sector development to the host destination. This model is underpinned by what Mack described as a ‘Team Australia’ approach. “Our approach is structured around three pillars,” he explained. “First, creating demand, particularly within the association sector. Second, converting that demand, where the Business Events Bid Fund Program (BFP) is a central tool. Third, supporting the industry through data, insights and partnerships.”
A key feature is the coordination of government, research, industry and convention bureaux. Ambassador programmes link international associations with recognised experts in priority sectors, grounding bids in existing research and industry capability. Introduced in 2018, the BFP provides targeted financial support to secure meetings aligned with national priorities. More than 211 events have been secured for delivery through 2029, representing an estimated A$1.43 billion (approx. €866 million) in economic value.
The programme focuses on sectors such as health and life sciences, advanced manufacturing, technology, resources and energy, agribusiness, defence and space. Applications remain open to support upcoming events, reinforcing the programme's commitment to long-term planning. The range of events secured through the BFP reflects this sector alignment, from the International Family Nursing Conference in Perth and MicroTAS in Adelaide, both in 2025, to the World Congress of Paediatric Gastroenterology, Hepatology and Nutrition in Brisbane in 2028.
In 2026, Women Deliver in Melbourne showed the strategy operating within global policy debates. The congress placed Melbourne and Australia in discussions on gender equality and sexual and reproductive health and rights. As the first edition held in Oceania, it also brought First Nations and Pacific perspectives into the international agenda.
Event Delivery, Cultural Integration and Sustainability
First Nations engagement shapes how international meetings are designed and delivered in Australia. As Mack explains, the approach is guided by TA’s Reconciliation Action Plan, which sets out how First Nations perspectives are incorporated across the organisation and its business events.
“We are consistently working with associations, professional congress organisers and convention bureaux to integrate First Nations elements into events’ programmes,” Mack said. “That can include welcome ceremonies led by Traditional Owners, Indigenous cuisine, keynote speakers and sessions exploring Indigenous knowledge systems.”
This approach extends to event ownership and delivery. The World Indigenous Business Forum, held in Darwin in 2025, positioned First Nations at the centre of the programme, connecting international delegates with Aboriginal business leaders and regional economic networks.
Procurement models are also evolving. In the Northern Territory, the Indigenous Business Network connects business events with more than 200 First Nations-owned suppliers across catering, transport and cultural services, linking delegate activity directly to local economic participation.
In Victoria, the Nyaal Banyul Convention and Event Centre in Geelong, a regional city southwest of Melbourne, is scheduled to open in July 2026 on Wadawurrung Country. From the outset, the venue has been co-designed with Traditional Owners, incorporating cultural protocols into its naming, design and operations.
Through TA’s Sustainability Framework and the national THRIVE 2030 strategy, business events are aligned with broader objectives around biodiversity protection, cultural respect and long-term community benefit. These priorities are also reflected in the BFP, which supports events aligned with national sustainability and sector goals.
In practice, this includes integrating First Nations knowledge, reducing environmental impact and linking events to local initiatives, from reef protection programmes in Queensland to community-led projects in regional destinations.
At the venue level, this approach is reinforced through operational standards. The Melbourne Convention and Exhibition Centre was the first convention centre globally to achieve a 6-star Green Star rating, while other venues across the country operate under EarthCheck certification at Platinum or Master level. These standards provide measurable benchmarks for energy use, waste management and resource efficiency, helping organisers align events with their sustainability commitments.
Infrastructure reflects this shift. Nyaal Banyul is a world-first venue designed without reliance on fossil fuels and Climate Active Carbon Neutral from day one, aligning environmental performance with cultural stewardship.
The Sustainability Framework is evolving hand in hand with industry partnerships. Collaboration between BEA and IAPCO has led to practical tools such as the IAPCO Sustainability Award, along with guidance on integrating environmental and social considerations into event design and delivery.
Under this model, business events in Australia function as economic drivers with long-term environmental and cultural impacts. Building on existing sustainability efforts, the Australian business events sector is moving toward a more cohesive future. New industry-wide sustainable tourism principles, spearheaded by TA, will provide a roadmap for international meetings, supported on the ground by a coordinated network of industry partners.
Discover how Australia’s national strategy translates into real opportunities for international meetings in HQ’s 2026 Australia Destination Report, featuring detailed insights on campaigns, destinations and venues available to download now.
© All images provided by Tourism Australia.
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