Key international business planners delve into Australia’s rich incentive offerings and exceptional event delivery capabilities during an immersive two-day experience in Cairns for Australia Next 2024.
BY Lipla Negi
Turbocharging Australia’s vibrant business events pipeline, Business Events Australia’s premier incentive showcase, Australia Next, successfully convened over 80 international buyers, 96 Australian industry sellers, and 15 media professionals in Cairns/Gimuy, Tropical North Queensland this year.
In partnership with Business Events Cairns & Great Barrier Reef, this two-day event provided an immersive experience to the delegates showcasing the region’s business events expertise, unique offsite event opportunities, and breathtaking World Heritage landscapes with the aim to attract more business to the region.
An early comeback Traditionally the signature incentive showcase has been held every two years. But after having the showcase on pause for four years, the team felt that it was important to give buyers more opportunities to explore and experience upcoming and latest incentive offerings around the country. “We are already seeing global business events return to Australia, with the latest numbers from Tourism Research Australia showing they contributed A$4.6 billion to our visitor economy in the 12 months to March 2024,” shared Phillipa Harrison, MD, Tourism Australia. She further stressed that the leads generated by Tourism Australia play a critical role in the recovery of business events industry.
Last year our incentive showcase in Adelaide/Tarntanya generated 212 business leads across the country to date, worth A$192 million. “While that Total Trip Spend is above the levels we experienced in 2019, the number of visitors arriving in Australia for an international business event is at about 75 per cent of what we have seen in the past and we hope hosting Australia Next in Cairns in 2024 will help to drive the industry’s recovery and future growth,” she asserted.
Transcending good to great
From the Great Barrier Reef to lush tropical rainforests, incentive planners from 10 key global markets had the opportunity to explore firsthand the unique tourism experiences and world-class venues in Cairns. The two-day event launched at the newly redeveloped Cairns Convention Centre, which garnered acclaim for its strategic location. Just a 10-minute drive from Cairns Airport, the venue is within walking distance of hotels, restaurants, and marina.
Paying tribute to the local First Nations people, ‘Welcome to Country’, a traditional ceremony was performed by Aboriginal and Torres Strait Islander people to formally welcome visitors to their land and show respect to the traditional owners and ancestors. It was followed by a captivating performance by Sounds of AustraNesia, a cultural performance group, which showcased the vibrant cultures of the four regions of Oceania through their performances.
Indigenously innovative
On Day one, buyers and sellers engaged in pre-scheduled meetings at the Cairns Convention Centre, while the media group ventured to Trinity Beach Palace, a luxurious private beachfront estate just 20 minutes north of Cairns. Boasting 135 meters of pristine beach, it is ideal for high-end corporate events. The afternoon featured opportunities to sample Aboriginal food curated by Samantha Martin, known as the Bush Tukka Woman.
As the day drew to a close, everyone gathered for a stunning sunset amidst the lush sugarcane fields of Tropical North Queensland at The Sugar Shed at Yorkeys Knob Cane Farm. This venue pushes the boundaries of traditional incentive experiences, transforming the notion of corporate event backdrops. Surrounded by fields, farm machinery showcased food and drinks, while guests enjoyed an unforgettable BBQ under the clear night sky. With both indoor and outdoor spaces, The Sugar Shed can accommodate events of up to 250 for banquets and 1,000 for cocktail receptions.
Outdoors wonders
Kicking off Day two with Australia Next Breakfast, hosted by Business Events Cairns & Great Barrier Reef, in partnership with Tourism & Events Queensland. While one group boarded the cruise for a breathtaking experience of Great Barrier Reef, the other embarked on scenic exploration of the Daintree Rainforest and wildlife. Straight out of geography textbooks, the towering umbrella of trees stand custodian of centuries-old local tradition and tribes. It is with these unique outdoor experiences that Australia wants to redefine the incentive business events for the international buyers. “Tourism and Events Queensland’s Business Events strategy sees us aiming to achieve 20 per cent of the Australian market share by 2027, a growth of four per cent, which will bolster our international visitor numbers,” said Patricia O’Callaghan, CEO, Tourism and Events Queensland.
No quintessential Queensland experience is complete without patting kangaroos and holding a koala for a photo. Following this wildlife encounter, the Kuranda Scenic Rail, winding through the dense rainforests and stunning mountain landscapes of Barron Gorge National Park, stood out as a top highlight of the two-day event. The journey reaches its peak as you cross the Barron Falls, plunging approximately 125 meters, cascades dramatically over a rocky precipice into the lush rainforest below, elevating any business itinerary to new heights. Cairns is dotted with scenic beaches, dense forests, and latest convention facilities, all supported by a strong pipeline of hotels.
Australia Next 2025 heads for Melbourne
Continuing its successful run for third consecutive year, Business Events Australia’s signature incentive showcase, Australia Next 2025 is scheduled to take place from 01 to 03 December 2025 in Melbourne/Narrm. “Our signature incentive showcase has not been held in Melbourne in more than a decade so it will be great to once again take global business events buyers to Victoria,” said Robin Mack, Executive General Manager, Commercial & Business Events Australia, Tourism Australia. The programme will be delivered in partnership with the Melbourne Convention Bureau.
Last year the incentive showcase in Adelaide/Tarntanya generated 212 business leads across the country to date, worth A$192 million
With outdoor experiences, Australia wants to redefine incentive business events, globally
Cairns Convention Centre
After a recent multi-million-dollar expansion, an array of world-class amenities has been added to the centre, including a new 410-seater plenary, new exhibition space, ballroom for up to 500 guests, and an outdoor terrace overlooking the Trinity Inlet. With a total of 45,000sq.m. of event space, it offers a 2,330-tiered-seat auditorium and 5,000-seat arena.
