Australia
Australia Next
PAUL COLSTON TRAVELLED TO CAIRNS TO TAKE PART IN THE 2024 EDITION OF THE NATIONAL TOURISM BOARD ’ S AUSTRALIA NEXT PROGRAMME , AND SAMPLE SOME UNIQUE INCENTIVE OPTIONS
T ourism Australia running its Australia Next ( formerly Dreamtime ) programme for a second year in succession , was a powerful signal of intent that one of the most pro-active national CVBs in the world is clear on staying on the front foot and leading with a powerful business tourism strategy . A hundred Australian destinations and major industry suppliers were out in force in Cairns / Gimuy in Tropical north Queensland – destination host for the 2024 Australia Next event this September – to meet the buyers and incentives planners ( 80 of whom travelled from abroad ). The international conference and incentive travel buyer cohort ( which included a major delegation from Greater China , with Singapore , Malaysia , Indonesia , India , South Korea , Japan , New Zealand , North America and the UK all well represented too ) was met in Cairns with a Welcome to Country ceremony performed at the Cairns Convention Centre by Minjil , a local Indigenous performing arts group , who conjured up the deep connection between the people and this ancient land . The September showcase was an opportunity to highlight Australia ’ s best incentive experiences and products , as well as to introduce buyers to a wealth of venue and accommodation options . The Australia Next programme was delivered this year in partnership with Business Events Cairns & Great Barrier Reef and there were pre and post familiarisation trips to deepen the buyers ’ experiences and knowledge on what is on offer for a range of events across major destinations around Australia . Tourism Australia managing director , Phillipa Harrison , said at the official welcome : “ Our signature incentive showcase has traditionally been held every two years but we have brought it back again in 2024 to turbocharge efforts to build a strong pipeline of international
“ We have brought Australia Next back in 2024 to turbocharge efforts to build a strong pipeline of international business events ”
Left : Tourism Australia ’ s Phillipa Harrison and Robin Mack on stage in Cairns business events .” “ We are already seeing international business events return to Australia , with the latest numbers from Tourism Research Australia showing they contributed A $ 4.6bn ( US $ 3 . bn ) to our visitor economy in the 12 months to March 2024 ,” Harrison added . “ While that total trip spend is above the levels we experienced in 2019 , the number of visitors arriving in Australia for an international business event is at about 75 % of what we have seen in the past and we hope hosting Australia Next in Cairns in 2024 will help to drive the industry ’ s recovery and future growth ,” she said . After a day of one-on-one scheduled business meetings in the Cairns Convention Centre , a venue that boasts a newly expanded 410-seater plenary hall , an exhibition space , and a ballroom for up to 500 guests , delegates got the chance to fully explore Cairns , the Tropical Rainforest and the Great Barrier Reef . Tourism Australia ’ s executive general manager of commercial and business events Australia , Robin Mack , who ’ s team played a key role in ensuring the event ran smoothly , noted : “ Incentive planners from 10 key markets around the world had the opportunity to experience firsthand the unique tourism experiences and world-class venues available in Cairns .” “ Last year our incentive showcase in Adelaide / Tarntanya generated 212 business leads across the country to date , worth A $ 192m ,” he told CMW . “ So we know the event works and we can ’ t wait to see the business created from this year ’ s event in Cairns .” Tourism Tropical North Queensland chief executive Mark Olsen underlined that all delegates got the opportunity to experience the region ’ s business events expertise , unique offsite events , and World Heritage landscapes . Olsen ’ s team showcased Tropical North Queensland ’ s sustainability story with delegates transported on Tropic Wing ’ s new electric buses and 280 trees purchased through Reforest to offset
32 / CONFERENCE & MEETINGS WORLD / ISSUE 133