Organised by Tourism Australia, Australia Next 2024 is a special edition of the showcase, aiming to maximise Australia’s incentive pipeline after the pandemic. It’s also the first time Cairns has hosted the event.
In another first, it’s the inaugural year of a new name for the experiential gathering, with Tourism Australia electing to align the event with its incentive publication – also called Australia Next – dropping the existing name, Dreamtime.
Australia Next will take place in Cairns from September 8 to 10 and alongside the sizeable cohort of buyers, 15 media – including micenet – will attend, as will 96 Australian business events sellers.
“In an effort to continue rebuilding a strong pipeline of international business events for Cairns and Great Barrier Reef and across Australia, we’re thrilled to be hosting back-to-back incentive showcase events, this time casting the spotlight on Cairns/Gimuy,” said Robin Mack, Tourism Australia’s executive general manager of commercial and head of the agency’s specialist unit, Business Events Australia.
“Our incentive showcase in Adelaide/Tarntanya last November has generated 212 business leads across the country to date, worth $192 million.
“Next month, incentive planners from ten key markets around the world will have the opportunity to experience firsthand the unique tourism experiences and world-class venues available in Cairns, and as a result generate further business leads for our industry.”
Buyers qualified by the Business Events Australia team around the world are set to attend from North America, the UK, New Zealand, Greater China, Singapore, Malaysia, Indonesia, India, South Korea and Japan.
Attendees will experience the Great Barrier Reef and the Daintree Rainforest – both World Heritage-listed – as well as unique venues and dining around Cairns.
Buyers and sellers will also have time to sit down and talk business, with a day of pre-scheduled appointments to take place at the refurbished and expanded Cairns Convention Centre.
The event comes at an ideal time for Cairns, which has undergone significant change in the last few years. Aside from the convention centre’s expansion, the city has had a huge boost in high end accommodation, with Crystalbrook Collection opening three hotels there since late 2018 and several other properties undertaking refurbishment. The local council has also upgraded the waterfront.
New major attractions suitable for business events such as the Reef Magic pontoon have also added to the destination’s experience offering.
And with international visitation not quite back to normal in Cairns post-pandemic, Australia Next could provide a strong boost on the business events front, with incentives providing shorter lead opportunities for the local ecosystem.
Tourism Tropical North Queensland CEO, Mark Olsen, said hosting the event would be invaluable to Cairns.
“It gives our business events industry the opportunity to showcase the region’s expertise and natural beauty after a decade of strong investment in infrastructure,” Olsen said.
“Australia Next will leave a legacy of understanding from around the world, including emerging markets, whose key business events buyers will be exposed to the vibrant Cairns and Great Barrier Reef story that builds on our destination’s natural assets.”
Queensland’s tourism minister, Michael Healy, who is also the member for Cairns, said the destination was ready for its hosting duties.
“The Queensland Government is focussed on building a strong events calendar in the golden runway to the 2032 Olympic and Paralympic Games and Australia Next is the latest cab off the rank,” said Healy.
“We can’t wait to welcome international business events buyers to the region while also showing them why we call Cairns paradise.”
Alongside the Cairns centrepiece, international buyers will undertake famils to other Australian destinations as part of their visit, either before or after the main program.
Brisbane, the Gold Coast, Sydney, Melbourne, Perth, Adelaide and Canberra are all getting some of the pre or post action. Port Douglas, an hour north of Cairns, will also host Australia Next delegates.
