Tag Archives: Sydney

Tourism Australia confirms Sydney will host Australia Next in 2027, marking the incentive showcase’s return to a biennial cycle after three consecutive annual editions aimed at accelerating post-pandemic recovery. As global competition for international business events intensifies, destinations are recalibrating how they engage with incentive planners. Tourism Australia’s decision to bring Australia Next back to Sydney in 2027 reflects a strategic shift — moving from recovery-led frequency to a longer-term pipeline-building approach for high-value international incentives. Tourism Australia confirms that Australia Next 2027 will be held in Sydney/Warrane in December 2027, welcoming international business events planners to experience Australia’s evolving incentive and meetings offering. The showcase returns to a biennial format after being staged annually in Adelaide/Tarntanya (2023), Cairns/Gimuy (2024) and Melbourne/Narrm (2025). Recovery-led strategy delivers strong pipeline Tourism Australia Acting Managing Director Robin Mack says the decision to host the showcase three years in a row delivers its intended outcome, generating hundreds of business leads valued at many hundreds of millions of dollars. He notes that the increased frequency following the pandemic allows Tourism Australia to fast-track industry recovery while showcasing new products across the country. With that objective achieved, the organisation now returns to its regular two-year cycle. Mack also thanks the Melbourne Convention Bureau for hosting the 2025 edition and adds that exposure gained through Melbourne and national famil programmes is expected to deliver long-term returns for Australia’s business events sector. Sydney returns to centre stage after 16 years Australia Next 2027 marks the first time in 16 years that Tourism Australia’s incentive showcase returns to Sydney for international business events planners. Mack says Business Events Sydney now has “plenty of new product to show”, positioning the …

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