Western Australia Sets out Five-year Strategy to Grow Business Events

Tourism Western Australia and Business Events Perth launch a joint framework targeting high-value national and international events, with hundreds secured in 2025–26 expected to generate more than $394.9 million in direct delegate expenditure.

Western Australia has launched a new five-year strategy to strengthen its position in the national and international business events market, placing greater emphasis on attracting high-value events, extending delegate stays and spreading visitor expenditure across the State.

The Western Australian Business Events Strategy 2026–2030, developed jointly by Tourism Western Australia and Business Events Perth, establishes a coordinated framework for growing the sector and maximising its contribution to tourism and the wider economy. Its vision is to establish Western Australia as a world-class destination for vibrant and distinctive business events that inspire delegates to explore more of the State.

The strategy is built around two overarching goals: Attract and Win and Maximise Visitation. These will be pursued through five strategic pillars: WA Awareness, Event Prioritisation, Optimise Venues, Enhance Events and Industry Capability. Together, they are intended to raise Western Australia’s international profile, target events that align with its strengths, improve its venue offering, develop industry expertise and create experiences that encourage delegates to extend their visits.

The launch follows another strong year for Business Events Perth, which directly secured hundreds of national and international business events during the 2025–26 financial year. Scheduled to take place in Western Australia through to 2030, these events are expected to generate more than $394.9 million in Direct Delegate Expenditure and deliver over 320,000 hotel room nights.

The results underline the sector’s existing economic significance. According to Tourism Research Australia, total business events expenditure in Western Australia exceeded $1.71 billion in 2025, providing a substantial foundation for the State’s next phase of growth.
 

Aligning business events with economic priorities

The new strategy positions business events as more than a source of visitor expenditure, emphasising their potential to connect Western Australian industries with international markets, showcase local expertise and attract investment.

Premier and Minister for Tourism, Trade and Investment Roger Cook said the State’s industrial strengths and visitor experiences provided a basis for competing more effectively for high-value events.

“Western Australia has the industries, expertise and experiences to be a strong competitor for high-value business events. The Business Events Strategy will attract the right events, growing visitation and showcasing WA to national and international audiences, as well as attracting the decision makers driving increased trade and investment for our State, advancing my government’s economic diversification agenda, creating more local jobs for Western Australians.

“Business Events Perth’s 2025–26 results show the strength of opportunity that lies within our business events sector, with hundreds of events secured through to 2030 expected to generate nearly $400 million in Direct Delegate Expenditure for the State.”

This economic dimension is reflected in the strategy’s planned areas of activity. Western Australia intends to pursue flagship events that align with its priority industry sectors, strengthen international relationships and marketing, and support aviation connectivity. The framework also identifies the activation of major events, greater regional dispersal and stronger partnerships across government, industry and academia as priorities.

These measures are designed to connect destination marketing and event acquisition with broader economic development objectives, while encouraging delegates to experience more of Western Australia beyond the principal event location.
 

A coordinated approach to competitiveness

For Business Events Perth, the strategy provides a framework for aligning public-sector priorities with the work of the business events industry, particularly as destinations compete internationally for conferences, conventions and other high-value gatherings.

Business Events Perth Chair Bradley Woods AM said the approach would help maximise both the immediate and wider benefits of hosting such events. “This Strategy provides a clear framework for government and industry to strengthen Western Australia’s position in the global business events market and maximise the value these events deliver for the State.

“Business events generate significant visitor expenditure, while also connecting our industries with national and global networks, showcasing WA’s capability and investment opportunity while encouraging delegates to explore more of the State.”

The strategy also aligns with the Western Australia Visitor Economy Strategy (WAVES) 2033, placing business events within the State’s longer-term tourism development framework. Tourism Western Australia, Business Events Perth and industry stakeholders will use the new plan to coordinate their efforts and reinforce Western Australia’s competitiveness in the domestic and international markets.

With hundreds of events already secured for delivery over the coming years, the challenge now is to translate that pipeline into sustained visitation, stronger regional economic benefits and lasting connections between Western Australia’s industries and the global business community.
 

Find out more about the strategy here
 

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.