Gday again! Australias business event leaders on reopening

International flights have been arriving in Australia for the first time since March 2020when the country closed its borders due to the Covid-19 pandemic. Business events leaders from Australia’s three biggest cities give their verdict on what this will mean for meetings….

“The announcement of Australia’s international borders reopening has certainly fuelled enquiry.  The international association congress market is the strongest, with the highest potential from Europe, followed by North America. Interest out of Asia for small-medium groups is increasing and we expect this market to return quickly once air access is established.

“While it’s not quite like flipping a switch, momentum is building. There is pent up demand for in-person events, with companies eager to bring people back together and we are very much looking forward to welcoming close to 15,500 delegates to the international business events Melbourne will host this year. There will be some movement, but right now I’m pleased to say Melbourne is expecting to host 20 international business events between now and the end of the year. Hybrid options are available for a few of these events, which is part and parcel these days. 

Lyn Lewis-Smith, CEO, BESydney:

“Over the last two years, we have all learned just how much value technology can bring to business events, particularly in terms of widening access and reaching broader global audiences. However, businesses have also noticed what’s been missing. That’s the real impact that comes from meeting face to face, both for delegates and local communities.

“From our conversations with associations, we know there’s huge appetite for people to reconnect and revive in-person experiences where possible, and the reopening of the international borders will add confidence to that demand. And, where it’s not entirely possible, we’re now equipped with a great understanding of what’s achievable via hybrid models of delivery, which is why we are part of the Hybrid City Alliance. We have more than 30 global meetings scheduled to take place in Sydney this year, with most organisers planning to have local attendance, and connect to their global community virtually. The re-opening of borders changes that landscape significantly.

Lorelle Chittick, general manager Tourism, Business & Major Events, Brisbane Economic Development Agency:

“Whilst we acknowledge recovery will take some time, the return of tourists, increased international attendance at our business and major events, as well as the rebuilding of flight routes and capacities is an exciting time for the city.

“We have had an overwhelming response from confirmed international association clients and professional conference organisers (PCOs) sharing their enthusiasm with an increasing sense of optimism regarding the value of meeting in person.

“We anticipate the pent-up demand for face-to-face events and the clarity of border openings will provide the confidence for event organisers to proceed with plans, and we will continue to work with clients and PCOs on strategies to ensure the maximum delegate attendance. 

“Communications with international clients has been very positive since the announcement, with immediate requests to resume site inspections in the coming months as part of the international bidding process for existing clients, predominantly from the USA and European markets.”

Robin Mack Tourism Australia executive GM of Commercial & Business Events Australia:

“After what has been a challenging two years for so many, today signals an important step in the road to recovery in welcoming back international business events delegates to our shores. Prior to the COVID-19 pandemic, business events was a strong performing sector for Australia with 1 million arrivals, spending A$4.5bn so we are focused on driving awareness that Australia is open for business to fast-track recovery.”

Written By

James Lancaster

AMI editor James Lancaster is a familiar face in the meetings industry and international association community. Since joining AMI in 2010, he has gained a reputation for asking difficult questions and getting lost in convention centres. Proofer, podcaster, and panellist - in his spare time, James likes to walk, read, listen to music, and drink beer.