Queensland Surpasses NSW as Australia's Top Conference Destination
05/02/2025
Conference Monitor, the leading provider of Australia’s conference and event data today released insights into regional booking trends across the nation.
The Conference Monitor database continues to grow, with 1,017 events added in the 2024 calendar year.
These attracted just over 400,000 delegates, covering a diverse industries and associations.
The 2024 data shows that Queensland has now surpassed NSW as the favoured conference destination, attracting roughly 20% more events than the most populous state.
The rankings show intense competition between the east coast states.
Conference Monitor Director, Scott Nicolai said that Queensland is offering greater choice compared to its counterparts.
“There are many options in Brisbane, Gold Coast, Sunshine Coast and Cairns which are particularly attractive for organisers who favour a more experiential event.”
This shift away from NSW may also come down to cost.
“While Sydney remains a staple in rotation schedules and for international events, feedback from organisers suggests that it may be becoming cost prohibitive.” said Nicolai
“Incentives will likely play a key role in attracting these events back to the state.
“While its total share of events has declined over the past year, South Australia remains a popular choice outside the east coast cities. Its Adelaide venues and the wine region are significant attractions for organisers.
“With increased competition among the states, there will likely be a greater focus on destination branding and innovation,” Nicolai concluded.
Although its appeal has diminished over the past year, South Australia remains a popular choice for events, with its capital city and the wine region serving as significant attractions for visitors.
Western Australia and Tasmania continue to grow as popular Conference destinations.
For further reading please pre-subscribe to our 2025 Conference Intelligence Report.


The Global Meeting & Event Landscape
08/01/25 Driven by innovation, changing consumer priorities, and global challenges, the meetings and events industry is evolving rapidly. Catherine Chaulet, President and CEO of Global DMC Partners, observes broader business and industry trends from her global perspective leading the largest network of independent Destination Management Companies (DMCs). She recently highlighted 10 key predictions for meetings and events professionals for 2025. Chaulet notes that the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry is moving towards a future that values intentionality, resilience, and sustainability while balancing the transformative potential of technology with the irreplaceable power of human connection. Planners will focus on creating meaningful, forward-thinking events. |
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Key Trends for 2025:
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Diverse Destinations: Planners are opting for new and exotic locations in Asia, Africa, and Latin America. To combat overtourism, lesser-known regions are being promoted, such as areas beyond Lisbon in Portugal.
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Supply Chain Challenges: Hotels, airlines, and A/V providers face ongoing supply issues, resulting in no price reductions. Planners are choosing 4-star properties over 5-star ones to manage budgets better.
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Geopolitical Uncertainty: Tensions and economic pressures drive last-minute decisions, with flexibility being crucial to avoid cancellations.
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Expanded Seasonality: Previously off-season regions are now viable year-round, helping avoid peak pricing and offering desirable experiences.
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Sustainability: MICE events are becoming key drivers of sustainable tourism, focusing on reducing waste and supporting local economies.
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AI and Creativity: Artificial intelligence enhances event experiences with personalized itineraries and creative engagement tools, ensuring technology complements the human touch.
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Face-to-Face Interaction: Despite AI advancements, in-person networking remains vital for building relationships, fostering creativity, and driving innovation.
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Diverse and Multigenerational Attendees: Planners are accommodating diverse audiences with flexible seating, free time, self-guided activities, closed captioning, and virtual options.
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Extreme Wellness: Events are prioritizing high-performance living with advanced diagnostics, tailored recovery programs, and extreme self-care practices.
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Self-care and Fashion: Athleisure wear is rising at events, with attendees embracing comfortable yet stylish attire like company-branded sneakers.
Chaulet emphasizes that DMCs are essential partners for navigating these trends, offering local expertise, creative solutions, and logistical precision for impactful events.
The full article can be read here
Tourism Australia's top reasons in choosing event locations.
11/12/24
The survey found that safety and security of the destination was the number one decision factor for both associations and incentives.
For incentives the rest of the top five destination decision drivers were value for money, the range of accommodation options, good food and beverage and quality business events facilities.
For further information please click here: Tourism Australia Article
Thriving Despite Challenges: Australian Travel on the Rise
21/10/24 The latest visitor results are in, and amidst challenging economic times, there's a silver lining for Australian travellers. Here's a snapshot of the key findings: September Quarter 2024: Domestic Tourism Highlights Despite the economic backdrop, domestic tourism remained stable in the September quarter of 2024 compared to the same period in 2023:
Business travel and trips to capital cities thrived in this quarter, though holiday travel and visits to regional areas saw a dip. Year Ending September 2024: Annual Overview The year ending September 2024 mirrored these trends when compared to the previous year:
These insights reveal a resilient domestic tourism sector, with business travel and urban visits leading the charge. The full report is available for download, providing a detailed look at these encouraging trends in Australian travel. |
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