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Business Events Victoria sees $1 million in economic benefit for Geelong

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Business Events Victoria sees $1 million in economic benefit for Geelong
Following two lucrative business events wins for Geelong this year, Business Events Victoria (BEV) has urged conference and business event organisers to consider bringing their events to Geelong.

Success in attracting two association conferences to the region will bring hundreds of delegates to Geelong in 2024. With assistance provided by BEV, the two events will generate more than $250,000 of economic benefit for the local community.

The association events are The Frame and Truss Manufacturers Association National Conference in March and the Australian Labour Law Association National Conference in November.

BEV general manager, Chris Porter, said  a further 11 business events were considering bringing their events to Geelong by late next year, with the potential to deliver almost $1 million in economic benefit to the region.

Both the already-secured events have been supported through the Victorian Government’s National Business Events Program which is managed by BEV.

Porter said Geelong, which has previously hosted successful business events, had the potential to significantly grow its business events sector with the city receiving an influx of government investment in recent years. He said the major new convention centre, Nyaal Bayul Geelong Convention and Event Centre, now under construction and set to open in 2026, meant that “the business event opportunities for Geelong and the broader region are huge”.

Business Events Victoria sees $1 million in economic benefit for Geelong
The new Nyaal Bayul Geelong Convention and Event Centre is expected to open in 2026

“Business events play a key role in attracting visitation mid-week and outside of peak tourism periods, helping to keep people employed and sustaining the industry throughout the year,” he said.

“Geelong has all the elements to deliver a premium business events experience for conference attendees and we urge other event organisers to look at the top tier venues and experiences available when bringing their business events to this region.”

Frame & Truss Manufacturer’s Association of Australia CEO Kersten Gentle said “The FTMA National Conference in Geelong represents a significant opportunity to not only showcase the vibrant and dynamic nature of the region but also to highlight the invaluable role Business Events Victoria play in fostering collaboration, innovation, and community engagement”.

“The versatility and breadth of options available in Geelong for hosting our conference are truly remarkable.

“With over 250 attendees expected, we are confident that the diverse range of activities and the high-quality venues will ensure an unforgettable experience for everyone involved.”

Australian Labour Law Association President Professor Anthony Forsyth said the association was excited to be hosting their national conference in Geelong this year.

“The Geelong waterfront offers cosmopolitan dining options, a range of accommodation options and it is close to the train station, making it a very accessible location for our conference participants.”

Geelong now boasts the largest regional sports stadium in Victoria following completion of a $140 million stage five redevelopment at Kardinia Park, home to the Geelong Cats Football Club.  A new stand means there’s now a more than 40,000 capacity for concerts and sporting events, while interior hospitality spaces have also been increased.

The Higher Mark events venue at GMHBA Stadium at Kardinia Park comprises 32 premium event spaces, from small group meetings to a maximum 2,450 guests plus areas for banquets, conferences and exhibitions.

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