Destination report |
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For conferences in medical research, biotech innovation or healthcare delivery, this concentration means access to facilities for site visits, local expertise for panel discussions, and networking opportunities.
Brisbane’ s logistics and advanced manufacturing also positions it as a gateway hub, creating relevance for events focused on supply chain management and trade infrastructure. Construction sector output of AUD $ 27bn supports events in built environment and project management, while growing capability in business services – finance, legal, professional services – adds delegate density for corporate meetings in these fields.
This sector alignment changes the calculation for destination selection.
Programme integration: Different models, same principle Both cities succeed when planners treat the destination as programme infrastructure rather than scenic backdrop.
Sydney’ s model leverages distinct precincts and programmatic diversity. Post-event visits to venues like Hay Street Market by Paddy’ s and teambuilding experiences such as the Sydney Bridge Climb serve distinct functions – content delivery, learning immersion, relationship building – while the destination provides connectivity between elements.
Brisbane’ s compact geography enables programme elements to integrate seamlessly throughout the day. Riverside walks between venues become networking opportunities. Gallery visits at QAGOMA serve dual purposes: cultural programming and relationshipbuilding in settings that encourage interaction outside formal contexts. And walking tours through heritage laneways and historic districts build informal connections while reinforcing destination narrative.
First Nations weaving experiences provide cultural immersion where
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delegates create tangible outputs while engaging with Indigenous storytelling and craft traditions. Gin-blending sessions at local distilleries offer hands-on creation combined with product education. These aren’ t token diversions scheduled to fill gaps – they’ re programme elements that embed placebased memory into the event experience.
Destination management: The invisible infrastructure Both cities benefit from dedicated business events organisations that function beyond promotional marketing.
Business Events Sydney( BESydney) operates as a not-for-profit organisation focused on driving conferences, corporate meetings and incentive programmes to the city. Its function extends to venue matching, local logistics support and strategic positioning. For international buyers, it can reduce risk and help planners understand seasonal capacity constraints.
Brisbane Economic Development Agency( BEDA) performs similar functions but with different emphasis. BEDA connects planners with venue options, designs incentive programme components, and coordinates stakeholder relationships across suppliers and cultural partners. BEDA support can reduce risk and provide the local intelligence that ensures operational elements align.
These organisations represent critical infrastructure that doesn’ t appear in venue specifications or accommodation inventories, yet fundamentally affects programme success.
My journey Down Under reinforced the conviction that infrastructure alone doesn’ t differentiate destinations – integration does. Sydney and Brisbane compete not by offering identical assets, but by providing fundamentally different value propositions suited to different programme requirements.
Sydney offers not just venues but genuine sector access. The question for planners becomes: does our
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Right:
Brisbane Convention and Exhibition Centre
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programme benefit from embedding within Australia ' s densest concentration of tech capability?
Brisbane’ s advantage lies in operational simplicity and walkable integration.
The city has just announced it has opened applications for the 2026 Lord Mayor’ s Convention Trailblazer Grant, which offers up to A $ 5,000 for local professionals to attend international conferences and help bring those events home to Queensland’ s capital.
Announced by the Brisbane Economic Development Agency( BEDA) on 15 October 2025, the latest round of the programme encourages Brisbane-based professionals, academics and industry leaders to showcase their expertise on the global stage and position the city as a preferred destination for major international conventions. Applications close 24 February 2026.
Administered through Business Events Brisbane, the grant covers registration and travel expenses for nominated international events, with a strong focus on how the opportunity will contribute to both the applicant’ s professional growth and the city’ s long-term business-events pipeline.
Previous recipients have helped secure at least nine major international conventions, which BEDA claims has contributed an estimated A $ 10m in economic impact. n
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