The Australian Business Events Association (ABEA) and the Society for Incentive Travel Excellence (SITE) ANZ are working together to boost Australia’s incentive travel sector, following a series of strategic industry roundtables in Sydney and Melbourne.
The discussions brought together inbound, outbound, domestic, and supplier practitioners to address growth barriers and sharpen Australia’s competitiveness as an incentive destination. Industry leaders focused on positioning incentive travel as a critical business strategy, creating structured career and education pathways to attract emerging professionals, and deepening collaboration across venues, bureaus, and suppliers.
ABEA’s CEO Melissa Brown said: “Australia combines sophisticated conference and event infrastructure with culturally rich experiences and some of the world’s most unique landscapes, giving organisers enormous flexibility to create memorable incentive and business events programmes.”
She added that sustained collaboration between industry bodies and suppliers is vital to maximising the sector’s long-term economic impact.
Meanwhile, SITE ANZ’s president Tanya Wick stated that working alongside ABEA will strengthen local education and advocacy while leveraging SITE’s global network to drive international inbound opportunities into the Australia and New Zealand markets.
