Attendees comprise 96 incentive buyers and decision-makers from around the world, 97 Australian sellers and 14 media – micenet among them.
Buyers will travel to Australia from North America, the UK, Greater China, Singapore, Malaysia, Indonesia, India, South Korea, Japan and New Zealand.
The three-day event is returning to Melbourne for the first time in more than a decade – Melbourne last hosted Australia Next – then known as Dreamtime – in 2013.
The Melbourne iteration of Australia Next wraps up an extraordinary trio of incentive showcases by Tourism Australia as the nation’s visitor marketing agency looked to ramp up Australia’s incentive pipeline following the prolonged international border closure of the pandemic.
Following showcases in Adelaide in 2023, Cairns in 2024 and Melbourne this year, the event should return to its existing once-every-two-years cadence, barring any – at this point unexpected – announcement to the contrary in December in Melbourne.
Though much of the program remains a surprise, CENTREPIECE at Melbourne Park, the very new 1 Hotel Melbourne and The Commons Collective from the Big Group – formerly known as the Ormond Collective – have all been identified as hosts for various parts of the program in Melbourne next month.
“Hosting Australia Next in Melbourne/Narrm this year demonstrates the incredible diversity of Australia’s incentive offering, moving from the regional appeal of the reef and rainforest in Cairns/Gimuy last year to one of our bustling major cities,” said Tourism Australia’s acting managing director, Robin Mack.
“We’re thrilled to partner with Melbourne Convention Bureau to put the city’s dynamic arts and cultural experiences on show and further strengthen our national pipeline of international business.
“Our last incentive showcase in Cairns/Gimuy in 2024 generated 161 business leads for Australia worth an estimated $169 million.
“Next month, incentive planners from 10 key international markets will experience firsthand the unique experiences and world-class venues available in Melbourne, followed by famil visits around the country, and as a result generate further business leads for our industry.”
Melbourne Convention Bureau’s CEO, Julia Swanson confirmed the best of Melbourne would be in show at Australia Next, “from our thriving cultural scene, world-class dining and accommodation, and incredible arts, sports and nightlight, to the beautiful Victorian regions just a short drive away”.
Australia Next will take place in Melbourne from December 1 to 3, with international buyers participating in pre- and post-showcase familiarisation visits to other parts of Australia, including regional Victoria, Brisbane, Cairns, the Gold Coast, Sydney, Perth, Adelaide and Hobart.
