The event brings together 95 incentive buyers from 10 key inbound incentive markets with 97 Australian sellers and 14 local and international media, including micenet.
On Tuesday, buyers and sellers spent the day discussing business in a series of pre-scheduled appointments at CENTREPIECE at Melbourne Park before a welcome event at the multi-faceted Commons Collective – also known as Ormond House or the Ormond Collective – run by Melbourne-founded catering and venue business The Big Group.
“At Tourism Australia we know the best way to showcase our country is to show, not tell, international decision makers about what we have to offer and the program that has been pulled together, in partnership with the Melbourne Convention Bureau, will ensure the planners will experience the very best of Melbourne’s incentive offerings,” said Tourism Australia’s acting managing director, Robin Mack.
Over the past two years, Australia Next has played a role in securing 45 incentive events for Australia, worth nearly $37 million.
Last year’s event in Cairns generated 161 business leads for Australian sellers, which had a collective value of around $170 million.
On Tuesday, media at Australia Next were treated to a bespoke incentive experience within Melbourne’s expanding arts precinct on the edge of Melbourne’s CBD.
The 20-strong media group had a lunch on stage at the Playhouse Theatre, preceded by an immersive music and dance performance, before the venue was fully revealed. The surprise and delight moments rolled right throughout the long lunch, starting with the dining table being flown in from above and the setting of the table delivered as a choreographed movement.
Performances punctuated the three-course meal, with an up-close performance of Defying Gravity from Wicked, a high-energy appearance from a saxophone and cello duo, SXNCELLO and an intimate recital from members of Melbourne Symphony Orchestra.
The experience wrapped up with a rousing performance of the Vanessa Amarosi anthem Absolutely Everybody, with the group having the opportunity to take this in from the traditional audience perspective.
“Australia Next 2025 is a fantastic opportunity to showcase Melbourne’s unique appeal to the global incentive market and what makes our city and state a premier destination for incentive programs,” said Melbourne Convention Bureau CEO, Julia Swanson.
“Melbourne offers more than exceptional event spaces; with world class food and wine, a vibrant calendar of major events and a plethora of cultural experiences, it’s a city built for creating unforgettable moments.”
On Wednesday buyers are dispersing across Melbourne and regional Victoria for a destination showcase day, with groups visiting the likes of the Mornington Peninsula, Geelong and the Yarra Valley, as well as exploring Melbourne further. The day will conclude with a final event dinner at an as-yet undisclosed venue in Melbourne.
Buyers are also participating in pre and post event famils across Australia, including in Cairns, Brisbane, the Gold Coast, Sydney, Perth, Adelaide and Hobart.
