Sydney has secured 103 business events, expected to inject over A$507 million (US$338.7 million) into the economy by 2030.
This milestone was announced at IMEX Frankfurt by Business Events Sydney’s (BESydney) CEO Lyn Lewis-Smith.
Event attendees at ICC Sydney. Photo credit: Richard O’Leary
“Our forward pipeline has grown, with these events anticipated to attract around 128,000 delegates. This influx will not only boost our local economy but also provide Australians with access to cutting-edge knowledge in AI, biodiversity, education, engineering, defense and aerospace, critical minerals, and various health and social issues,” she said.
The robust pipeline follows a successful 2023 for Sydney’s business events sector. Moreover, Sydney ranked 25th globally in the ICCA city rankings and secured sixth place in the Asia Pacific region according to ICCA, and third place according to booking technology platform Cvent.
Events in Sydney’s pipeline include the International Society of Physical and Rehabilitation Medicine World Congress in 2024 which will bring in 2,500 delegates and A$10.8 million; the International Astronautical Congress in 2025 which will bring in 4,500 delegates and A21 million; and the World Congress of Gerontology and Geriatrics in 2030 with 3,500 delegates and A$17.7 million.
Lewis-Smith also noted a strong recovery in the corporate Meetings and Incentive segment, with global corporations increasingly choosing Sydney to foster corporate culture and innovation.
A cornerstone of BESydney’s bidding strategy is the International Convention Centre Sydney (ICC Sydney). Geoff Donaghy, CEO of ICC Sydney and group director of convention centres at ASM Global (APAC), expressed pride in hosting events that drive significant social and economic impacts.
Tourism Australia echoed the sentiment, celebrating Australia’s rise in the ICCA 2023 rankings. Phillipa Harrison, managing director of Tourism Australia, emphasised the importance of the Business Events Bid Fund Program in strengthening Australia’s visitor economy and event pipeline.
“Our advancement in ICCA’s global rankings highlights the collaborative strength of our industry and the appeal of our destinations,” Harrison added.
Hong Kong has been officially selected as the host city for Routes World 2025.
Scheduled from September 24-26, 2025, the 30thRoutes edition of the event will be held at AsiaWorld-Expo, hosted by Hong Kong International Airport (HKIA) with the support of the Hong Kong Tourism Board.
Routes World unites decision makers from airlines, airports and the destinations they serve from across the globe; Hong Kong International Airport pictured
Vivian Cheung, chief operating officer of Airport Authority Hong Kong, said in a press release: “Routes World is a prestigious international event which will bring together over 3,000 industry leaders representing airports, airlines and other key stakeholders. This aligns perfectly with our commitment to strengthening Hong Kong’s position as an international aviation hub, connecting people in this world-class metropolis that embraces business opportunities, cultural diversity and social vibrancy.”
Cheung added: “We look forward to welcoming our guests from around the globe to visit and explore Hong Kong, and we hope that through this event, more routes can be opened connecting our city with more destinations.”
Independent analysis has demonstrated that the total economic impact of a typical Routes World event can exceed more than US$590 million. This is primarily a result of new air services secured due to the profile from hosting the event.
HKIA has witnessed strong passenger growth in 2024. In March 2024, the hub handled almost 4.4 million passengers and 29,840 flight movements, representing year-on-year increases of 56.7 per cent and 48.2 per cent, respectively.
With the completion of the Three-runway System (3RS) expected by the end of 2024, HKIA’s long-term strategy focuses on attracting airlines to open new destinations and leveraging the market potential of the Greater Bay Area and Mainland China. Following the full completion of the 3RS, the airport will have more slots, allowing new markets such as the Belt and Road Initiative countries and the Middle East to connect to Hong Kong.
Steven Small, director of Routes, said: ”Half of the world’s population lives within a five-hour flight of Hong Kong International Airport. With decision makers from over 130 countries expected to attend, Hong Kong will showcase the significant infrastructure developments to the people who decide where the world’s aircraft fly.”
Collinson, a provision of airport experiences, loyalty and customer engagement solutions, and operator of LoungeKey, has expanded its partnership with Singapore Airlines (SIA).
This partnership will provide businesses in SIA’s HighFlyer programme access to LoungeKey Pass, a digital voucher that enables users access toover 1,500 airport lounges and travel experiences in over 700 airports in 145 countries. This includes experiences such as spa and sleep pods, gaming, as well as dining offerings.
Marhaba Lounge in Changi Airport’s Terminal 3
SIA’s HighFlyer programme allows businesses to enjoy preferential airfares and earn HighFlyer points when their employees travel for work. The points can in turn be used to offset the cost of future travel, or to access rewards. With this partnership, businesses in SIA’s HighFlyer programme across all four membership tiers will be able to redeem a LoungeKey Pass for every 8,000 HighFlyer points earned on the company account.
New businesses who sign up to be part of the HighFlyer programme can also redeem a pass as a milestone reward upon meeting a threshold of nett flown expenditure. Businesses can then reward individual employees with a LoungeKey Pass via their Highflyer account, to be enjoyed during their next trip.
“Global business travel spend is expected to surpass 2019 levels this year, resulting in many employees taking to the skies on behalf of their organisations. Our research has shown that consumers today place a high-value on travel-related benefits and rewards. In turn, providing access to airport lounges and travel experiences as part of a wider corporate travel proposition is an ideal way to support the well-being of business travellers; helping them to feel supported and valued by their employer while on the road,” said Todd Handcock, global chief commercial officer and Asia Pacific president, Collinson International.
Constellar, one of Asia’s largest tradeshow and exhibition organisers and manager of Singapore Expo convention and exhibition centre, has taken a team to IMEX Frankfurt this week to highlight its festivalisation-as-a-service forte to the community of European event planners.
Elaborating on this specialisation, Khoo Yew Jin, vice president, brand & customer experience at Constellar, told TTGmice: “This is where we help organisers design, curate, and bring to life unique event experiences. From concept services like one-of-a-kind F&B zones and food trucks; unique networking areas; branded activations; alfresco spaces for open-air events, and more, we have a suite of products that are easily customisable and scalable according to the needs of each event, extending visitor experiences beyond our exhibition halls.”
Singapore Expo completed its delivery of the high-profile ITI World Symposium 2024 on May 11, a meeting of the Europe-based International Team for Implantology that was held in Asia for the first time
“We know European event planners are expected to increase budgets and are looking to hold large-scale in-person events in the coming years,” said Khoo, adding that a Cvent study also found that European event organisers included hybrid event tools, sustainability, and the ability to offer attendees a unique and unforgettable experience among their venue considerations.
“Singapore Expo has the capability to meet such demands and deliver the holistic experience needed for a successful event,” he added.
Singapore Expo offers organisers with flexible options for interconnected spaces spanning 10 halls, 32 meeting rooms and three atriums, covering 123,000m2, with additional alternative spaces providing creative event possibilities. Its outdoor atrium that stretches from Hall 4 to 6, for example, is a blank canvas for a wide range of activations, be it for networking beyond show hours or themed dining functions.
Constellar recently added the multipurpose Arena @ Expo (Hall 7) to its venue mix. Arena @ Expo has so far “generated increasing interest among European event planners and organisers”, with most complimenting its “versatility, high-quality acoustics and tech systems, and customisation capabilities”.
Khoo also expects Apex @ Expo (Hall 1) to do well with European event organisers, as it features advance technology in an immersive space that accommodates a plenary hall, broadcast studio, and a configurable screen of 54m by 5m.
Additionally, Constellar’s 18-seat K2 chef’s table, where a farm-to-table dining concept is presented in a private venue, may appeal to planners who appreciate a unique dining experience that can easily transition from meetings. The venue is flexible, with an opaque mobile wall transforming K2 from a boardroom into a dining hall with live cooking presentation.
Furthermore, with a greater focus on sustainable venues, Constellar is confident that Singapore Expo will rank high in the minds of European event organisers.
The venue is Building & Construction Authority (BCA) Green Mark Platinum-certified; is powered by on-site solar panels the size of eight football fields; and has various urban farms providing sustainable harvest to its kitchens.
“Through plastic-free packaging and eco-friendly F&B offerings, we aim to help event organisers integrate sustainability throughout their event planning process,” said Khoo.
When asked how else would Singapore Expo stand out as a venue of choice for European event planners, Khoo pointed to the Expo Advantage Program, where organisers can leverage exclusive partner privileges to enhance their event. For example, the programme’s discounted rates with local media partners will enable international event organisers to better plan and execute their event promotions in Singapore.
Through her interactions with European buyers at IMEX Frankfurt this week, Eileen Quek, head of international sales, said confidence in Singapore’s stability and support from a knowledgeable CVB team were also crucial in shaping decisions.
She said: “Singapore is still one of the top cities for European associations and event organisers. Many of them learnt through Covid that many things have changed… and some relationships with suppliers today have become less flexible. Several buyers have told me that relationships with venues and CVBs in Asia have, however, remained strong.
“And within Asia, Singapore stands out favourably because of good governance. When planning meetings three or four years in advance, organisers want to be sure that their plans will remain valid down the road, that the government, the CVB, and how things are in the destination will still be the same.”
Quek said she has seen good leads at the show, with one association head making a swift decision by the second day to bring her international congress to Singapore Expo in 2028.
Such events provide opportunities to share the destination’s culture, ideas, and create opportunities for future investment. Photo credit: Rennee Hodskiss Photography
As one of only 57 UNESCO Cities of Gastronomy around the world, Launceston is ready to host the 25th Symposium of Australian Gastronomy (SAG 25) from July 5-8, 2024.
The event will welcome more than 100 gastronomic enthusiasts from Australia and New Zealand, and visitors will have multiple opportunities to sample local food and drink, as well as dine at Launceston’s restaurants.
Such events provide opportunities to share the destination’s culture, ideas, and create opportunities for future investment. Photo credit: Rennee Hodskiss Photography
Chair of the symposium organising committee and board member of the Tasmanian Agrifood Network (TAN), Andrew Pitt, said the national event will be the first of its kind held in northern Tasmania.
“The theme for this year’s event is ‘island’ which perfectly encapsulates the fine produce that can be sourced and enjoyed across our state. SAG 25 will be a significant event for our F&B industry as it has an established audience who will exchange their knowledge and ideas with local producers,” he added.
Pitt was also a key member of the successful bid for Launceston to become a UNESCO City of Gastronomy in 2021.
“We are developing an identity revolving around F&B and this symposium will play a vital role in showcasing this identity to a captivated national audience,” Pitt said.
Business Events Tasmania’s CEO Marnie Craig pointed out this is a key example of how strategically aligned events can benefit Tasmanian economy and reputation beyond visitation.
“Business events such as this are worth A$199 million (US$131.7 million) to the Tasmanian economy. These events attract world-renowned experts to Tasmania while providing opportunities to share our culture and ideas, and create opportunities for future investment.
“Twenty eight per cent of delegates bring at least one other person with them, 20 per cent explore regional Tasmania and 89 per cent intend to return within three years,” she added.
Perth, Western Australia, has been chosen by Suicide Prevention Australia, the national peak body, as the host destination for the National Suicide Prevention Conference (NSPC) 2025.
In its 26th edition, NSPC 2025 will bring over 700 industry professionals together to address critical issues surrounding mental health and share innovative practices.
Perth’s skyline
Gareth Martin, CEO of Business Events Perth, said that the win is a testament to Western Australia’s commitment to the health and medical life science sector.
“Our recent ‘Re-aWAken’ mega fam played a strategic role in attracting NSPC 2025 to Perth and Business Events Perth looks forward to collaborating with stakeholders and partners to ensure its success, providing delegates with an enriching and memorable experience in Western Australia,” he added.
From left: TCEB's Supanich Thiansing, and Chiruit Isarangkun Na Ayuthaya
Thailand aims to be more than just a business events destination, and is striving to offer authentic experiences by harnessing its cultural heritage, while embracing innovation and sustainability to create high-value experiences for visitors.
During a press conference at IMEX Frankfurt on May 14, TCEB’s president, Chiruit Isarangkun Na Ayuthaya, shared that Thailand has welcomed 636,694 business events travellers who have spent 36.7 million baht (US$1 million) as of the six-month mark; Thailand’s fiscal year is from October 2023 to September 2024.
From left: TCEB’s Supanich Thiansing, and Chiruit Isarangkun Na Ayuthaya. Photo: Rachel AJ Lee
He mentioned that TCEB will focus on attracting more business events in key emerging industries, as millennials, the upcoming generation of business event attendees, are showing significant interest in these sectors. These industries include food security, health tech innovation or medical tourism, urban quality of life and mobility, as well as creative soft power.
Chiruit added that TCEB is also exploring how to organise more “non-conventional events”. For instance, the recent Money20/20 Asia event held from April 23-25, 2024, in Bangkok, was a blend of conference, exhibition, and festival.
In addition, sustainability continues to be paramount in TCEB’s agenda. As of the same fiscal year, TCEB has actively supported over 90 events in carbon emission avoidance, reducing over 240,000kg of carbon dioxide, equivalent to planting some 14,000 trees.
TCEB also created the Bangkok Protocol, a sustainable gastronomy framework, as a legacy of the ICCA Congress 2023. The framework examines various aspects of food production and consumption, including the sourcing of ingredients, cultivation methods, journey from farm to table, cultural significance and authenticity, and strategies for managing food waste.
Said Chiruit: “We are thrilled to learn that sustainable food sourcing and food-waste management at the ICCA Congress 2023 in Bangkok will be used as a model at the next ICCA Congresses, starting this year.”
Supanich Thiansing, TCEB’s director of meetings and incentives department, also highlighted several new infrastructure investments that would benefit event groups.
This includes the introduction of new rail links connecting key destinations like the airport and IMPACT exhibition and convention venue in Muang Thong Thani, as well as the addition of over 50 new hotels nationwide. Additionally, the inauguration of SAT-1 terminal at Suvarnabhumi Airport, has significantly increased the airport’s capacity from 45 to 60 million passengers annually.
Moreover, Bangkok’s EM District also welcomed the opening of UOB LIVE in February 2024. This venue is capable of hosting up to 6,000 attendees for various events, including concerts, conventions, and exhibitions.
To showcase these new products, network with Thai suppliers, and explore Thailand’s potential for business events, Supanich extended an invitation to participate in the upcoming Thailand Innovative Meetings Exchange, scheduled to be held in both Bangkok and Chiang Mai from June 17-22, 2024.
From cocktails made with native Asian botanicals and handcrafted spirits by homegrown Asian distillers to rattan bags handwoven by indigenous tribeswomen, local flavours, brands and artisans are getting more air time at country pavilions led by Asian CVBs at IMEX Frankfurt this year.
At the Singapore pavilion, a lively bar presenting cocktails crafted by Singapore-based The Orientalist Sprits welcomes buyers and show visitors and offers a peek into the city-state’s growing movement in craft spirits and hints at the vibrant cocktail culture that can be found in Singapore. On the morning of May 15, the quintessential Singaporean breakfast favourite, sweet kaya (coconut jam) toasts, were dished out to media guests ahead of a press briefing led by the Singapore Tourism Board.
Aiman journeys from Penang to Frankfurt to showcase the Malaysian state’s well-loved roti canai to show attendees
Over at the Sarawak pavilion, visitors can dig into a hot bowl of laksa (noodles in creamy, spicy broth) or knock back cocktails made with native ingredients, like torched ginger flower and langkau (traditional rice wine), while browsing an extensive collection of products from small-scale entrepreneurs with a sustainable and responsible business practice.
Business Events Sarawak (BESarawak) spokesperson, Rose Bruce, told TTGmice that the Sarawak Entrepreneur Product Showcase and local F&B service would often be done at tradeshows where the CVB has its own destination pavilion, as that would mean more floor space to use to present unique destination experiences.
Seoul Tourism Organization hosts a K-Food Fiesta on the first two days of the trade event, feeding pavilion visitors with Korean beer and fried chicken – a favourite meal combination among South Koreans. At the Macao X Hengqin joint destination pavilion, visitors can get their caffeine fix from traditional claypot-brewed coffee or sip a glass of Sangria, which highlights Macau’s Portuguese and Spanish heritage.
However, showcasing local products and brands at destination pavilions is more than just a means of attracting and entertaining buyers.
Jessie Heng, regional director of Singapore-based events specialist MICE Maestro, which exhibits with Team Singapore this year, is giving away little jars of Tiger Balm, a local analgesic heat rub that is present in every Singaporean household. Previously, popular local snack brands like Irvins, known for its addictive salted-egg coated chips, have also been gifted to buyers at B2B meetings. All gifts come with a story of the brand, product, and relation to Singapore’s way of life.
“These are uniquely Singapore brands and products, and will remind our clients of the destination. Some clients also draw inspiration from these gifts for their delegate goody bags and destination experiences,” said Heng, adding that events’ inclusion of made-in-Singapore products would also allow more businesses to share the prosperity of the country’s business events industry.
Business Events Sarawak brings the Sarawak Entrepreneur Product Showcase to its destination pavilion at IMEX Frankfurt 2024 to connect responsible local SMEs with event organisers looking for meaningful local engagements
BESarawak’s Sarawak Entrepreneur Product Showcase prioritises local brands with local owners, are small and medium enterprises (SMEs), and whose work support and build local communities. Different brands and products are presented each time. This initiative has a positive business impact on featured SMEs. Take for instance the Penan Women Project, whose handwoven rattan products, from purses to shoulder bags, have charmed event organisers keen to present their guests with authentic Sarawakian welcome gifts that have a meaningful backstory. These rattan products use sustainable materials, ensure the longevity of a heritage craft, and direct earnings to women weavers and their families.
“The whole idea behind the Sarawak Entrepreneur Product Showcase is to support such companies and give them an international exposure because we can – we have the privilege of showing this off to the world when we lead destination showcases at such major tradeshows,” explained Bruce.
Ashwin Gunasekaran, CEO of Penang Convention & Exhibition Bureau (PCEB), said local F&B could be a lasting hook for destination awareness and recall. He said: “I tasted local coffee at a Tourism New Zealand pavilion years ago, and can still remember the flavour and aroma today. Now, good coffee reminds me of New Zealand. Similarly, I want Penang’s tau sar piah (a sweet and savoury pastry with green bean paste fillings) and roti canai (local flatbread) to connect MICE buyers with us.”
The Penang pavilion at IMEX Frankfurt 2024 dishes out roti canai with curry and cups of teh tarik all day – and not just regular ones. Aiman, a young man whose family has been serving both for generations in Penang, prepares these local refreshments at the pavilion for event attendees. At certain intervals of the day, he swirls and flips dough masterfully, drawing cameras and eyeballs alike.
“We are trying to get the younger generation to be involved in the MICE business ecosystem. Aiman’s parents were once part of PCEB’s destination promotion activities, and now it is his turn,” remarked Gunasekaran.
Interprefy Now provides instant, AI-powered live translation for professional meetings
Interprefy, a multilingual meeting technology and services provider, has rolled out Interprefy Now, a new product which provides instant, AI-powered live translation (audio and text captions) on the smartphone.
Once users or companies subscribe to Interperfy Now, they will gain access to the only small- to medium-sized professional meeting interpretation solution good for up to 30 people. Attendees can jump into multilingual conversations using a smartphone without any pre-meeting booking or technical setup of specialist equipment.
Interprefy Now provides instant, AI-powered live translation for professional meetings
Existing solutions for small meetings are typically tied to specific meeting/ conference rooms through the use of specialist AV equipment. Consecutive interpretation software for use on the go is typically only suitable for two-way conversations, and not for multi-person professional meetings.
Oddmund Braaten, CEO at Interprefy, said: “If you’ve ever needed to communicate with people who speak a different language than yours in a professional situation, and don’t want to extend your meeting’s duration with consecutive interpretation or have equipment for simultaneous interpretation, then Interprefy Now is for you.”
Braaten continued: “… For large multilingual events, we have our flagship mobile app. This is ideal for large, pre-planned events or conferences with a high number of attendees. With Interprefy Now we are providing the capability for instant access to live translation for smaller, more personal meetings, through the mobile app and subscription plans.”
As well as small business meetings, Interprefy Now can also be used for guided tours, where the tour guide’s voice is translated live. Visitors also do not need specialist equipment, which significantly reduces the cost for the tour guide and inconvenience for the customer. Moreover, Interprefy Now allows customers to interact and ask questions in their language and everyone (including the guide) will understand.
BCD M&E demonstrates its commitment to innovating solutions that inspires change
After two exceptional years of growth focused on adapting to the return of meetings and events, BCD Meetings & Events (BCD M&E) has transitioned back to a longer-term strategy and planning cycle with the launch of its first three-year plan since 2019, Thinking Forward.
The plan is equal part strategy and mindset, empowering employees and clients alike to be active participants as BCD M&E defines its future and leads the industry. Thinking Forward will stabilise existing business and guide innovative solutions for an evolving, sustainable future.
BCD M&E demonstrates its commitment to innovating solutions that inspires change
Thinking Forward is guided by three core pillars: engagement, creativity, and growth. Specifically, the plan focuses on caring for culture, community and planet by driving efficiencies and creative solutions to strengthen foundations, and investing in technology and innovation as services continue to diversify.
“We’re excited to share what this means for the business, clients, and our people. Our clients can expect a more collaborative, personalised partnership with enhanced flexibility of services and increased efficiencies across the globe. Additionally, we’re making significant investments in technology and areas like sustainability which we recognise as critical components of the future of meetings and events,” said Bruce Morgan, BCD M&E’s global president.
BCD M&E’s expanded in-house services have already taken root with the recent launch of Films, their production and content arm. Momentum following the 2023 best place to work recognition by Flexjobs continues, as recruitment remains a focus with ongoing training and incentive programming. BCD M&E’s partnership with MPI UK & Ireland chapter recently welcomed the Vanessa Cotton Scholarship, an 18-month internship opportunity for new talent entering the industry.
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