Tourism Australia’s signature incentive showcase commences in Cairns

Tourism Australia’s signature incentive showcase  - ‘Australia Next’ - commences in Cairns this week attracting over 200 attendees.

Over a four day program, international business events buyers and media will meet Australian industry sellers to learn about Australia’s offerings and why their next events should be here.

Along with visiting media, international buyers will also visit destinations around the country as part of a familiarisation program which enables them to experience the quality and diversity of Australia’s business events products.

Buyers have travelled from North America, the United Kingdom, New Zealand, China, Singapore, Malaysia, Indonesia, India, South Korea and Japan.

Australia Next helps local operators establish a pipeline of future international business events. Last year’s event in Adelaide generated 212 business leads across the country, worth $192 million to date.

In addition to Australia Next, Tourism Australia’s Business Events Bid Fund Program helps secure new international business events in Australia. To date it has helped to win 149 events with a direct economic value of around $967 million.

According to Tourism Research Australia, visitors arriving in Australia for an international business event collectively spent a total of $4.6 billion in the 12 months to the end of March 2024.

Federal Minister for Tourism Minister Don Farrell notes “Business events are good for our economy, good for Australian businesses and good for local jobs.

“Australia has a great reputation as a global business events leader and Australia Next helps us ensure we maintain and build on that reputation.

“Buyers in Tropical North Queensland for this year’s event will see some of the very best Australia has to offer and I know that will inspire them to bring future international business events Down Under.”

Special Envoy for the Great Barrier Reef, Senator Nita Green added “Tourists are increasingly looking for experiences that are eco-conscious – they’re wanting to support conservation initiatives, understand the science, and learn more about the history and culture of First Nations Australians.

“It is excellent to see such a strong uptake of these tools by tourism businesses. More and more, tourism operators are investing in sustainability. This is great for our environment and great for our economy.”

Queensland Tourism Minister Michael Healy enthused “We’re excited to welcome delegates of Australia Next to Cairns so that they can not only learn and build their professional networks but also enjoy our unique tourism experiences, which is what sets Queensland apart.

“Growing this sector makes a lot of sense particularly as we continue on the golden runway to the Brisbane 2032 Olympic and Paralympic Games, where we will have world class facilities in the most sought-after tourism destinations in the world.

“The Queensland Government through Tourism and Events Queensland is supporting 70 business events over the next 6 years which will attract more than 250,000 delegates and inject almost $400 million into the Queensland economy.”