The new strategy, set to run to 2030, was developed through a collaboration between Business Events Perth and Tourism Western Australia and aligns with the state’s broader visitor economy strategy, which extends to 2033.
The five-year strategic guide is built around two goals – attracting and winning events and maximising visitation – which are supported by five pillars and four principles.
Based on the pillars, Business Events Perth will look to raise Western Australia’s profile as a business events host, win a balanced mix of events, including association conferences, corporate incentives and exhibitions, promote new venues, support existing venues through event attraction, advocate for infrastructure investment, work with industry to deliver business events to a high standard, support the state’s business events workforce through training and accreditation, consult with industry and event clients to ensure WA’s business events offering is fit for purpose and encourage technology adoption across the industry.
The principles underpinning the strategy are sustainability, inclusion, innovation and collaboration.
In terms of event attraction, the convention bureau will chase events that align with WA’s priority sectors – energy, tourism and events, the creative industries, international education, defence, mining, space, health and medical life sciences and primary industries – as well as those which will leverage WA’s natural environment and those which maximise both the state’s local talent and its infrastructure.
The bureau is also looking to drive business events delegates towards major events held in WA.
In terms of the countries Business Events Perth will target, nations which have the easiest entry into Australia will be at the top of the list.
“This strategy provides a clear framework for government and industry to strengthen Western Australia’s position in the global business events market and maximise the value these events deliver for the state,” said Business Events Perth chair, Bradley Woods AM.
“Business events generate significant visitor expenditure, while also connecting our industries with national and global networks, showcasing WA’s capability and investment opportunity while encouraging delegates to explore more of the state.”
The strategy follows on from a strong year of bid conversion for Business Events Perth, which won $394.9 million worth of events for the state, in terms of direct delegate spend. The wins are expected to attract nearly 119,000 delegates. This result is up from the year before, by approximately $34 million and exceeded the target the bureau set for the year.
“Business Events Perth’s 2025–26 results show the strength of opportunity that lies within our business events sector, with hundreds of events secured through to 2030 expected to generate nearly $400 million in direct delegate expenditure for the state,” said WA’s premier, Roger Cook, who is also the state’s minister for tourism, trade and investment.
“Western Australia has the industries, expertise and experiences to be a strong competitor for high-value business events.
“The business events strategy will attract the right events, growing visitation and showcasing WA to national and international audiences, as well as attracting the decision makers driving increased trade and investment for our state, advancing my government’s economic diversification agenda, creating more local jobs for Western Australians.”
The strong financial results came in the same year that the state government abandoned plans to redevelop Perth Convention and Exhibition Centre (PCEC), deciding instead to redirect the funding to building hospitals.
