Australia’s incentive travel sector is experiencing a strong rebound from Asia, with China now surpassing pre-pandemic visitor numbers for business events and India showing significant growth in both leisure and incentive arrivals.
These insights were revealed yesterday as Tourism Australia opened Australia Next 2025 in Melbourne, a showcase designed to “supercharge the recovery of an industry” that contributes more than A$4.2 billion (US$2.8 billion) annually to the visitor economy.
The event, delivered in partnership with the Melbourne Convention Bureau, welcomed 95 business events planners and 14 international media, joined by 138 Australian seller delegates. About 70 per cent of visiting delegates are from Asia, underscoring the region’s
central importance to Australia’s incentive pipeline.
“We are really happy with the recovery from Asia,” said Robin Mack, acting managing director of Tourism Australia. “All our markets are in growth. China is already beyond 2019 for business events and India is way past 2019 for all purposes of visit,” he told TTGmice.
When asked whether rising operating costs were hurting competitiveness, Mack said Australia is often perceived as delivering better value than planners expect. He pointed to the absence of gratuities, fewer additional charges on quoted prices, and favourable exchange rates for many inbound markets.
“Sixty four percent of planners surveyed said they are going to increase their budget in the next two to four years,” he added.
Demand for wellness based and purposeful travel continues to rise, with planners seeking CSR components, hands on activities and restorative programs. Regional destinations such as Far North Queensland, the Mornington Peninsula, and Kangaroo Island are benefiting
as aviation access improves and new nature based experiences come online.
This year marks Melbourne’s first time hosting Australia Next since 2013. The official opening took place a Centrepiece at Melbourne Park, a purpose-built venue in the heart of the city’s sporting precinct, followed by a Welcome Event at The Commons Collective, a heritage setting with gardens and Art Deco interiors that showcased Melbourne’s boutique creative style.
International delegates are exploring regional Victoria today ahead of the official Australia Next dinner hosted by Business Events Australia. Last year’s edition in Cairns generated 161 leads worth about A$170 million, and Mack expects Melbourne to deliver even stronger outcomes.
“The best way to showcase our country is to show, not tell,” he said.
Melbourne Convention Bureau CEO Julia Swanson said the showcase presents “a fantastic opportunity to demonstrate why Melbourne is a premier destination for incentive programmes”. She also launched the Uniquely Melbourne Planner’s Guide on Tuesday, which is expected to give buyers greater flexibility and inspiration for immersive sustainable experiences.
