BESydney appoints new director, Europe

Jamie Ades will hit the ground running, representing Sydney at the world’s largest business events industry showcase, IMEX Frankfurt, later this month.


Business Events Sydney (BESydney) has appointed Jamie Ades as its new Director, Europe, who will commence in the role 9 May.

A UK-based Association specialist with over 20 years’ experience in the business events industry, Jamie has represented VisitBritain as well as key venues including the Barbican Centre, QEII Centre and ExCeL London.

Ades joins the company’s Berlin-based associate director europe Sebastian Gonzales, providing BESydney geographic coverage for the world’s largest source market of large-scale globally rotating Association conferences and conventions and meetings.

“Jamie’s experience and reputation in the global association market, linking in with Sebastian based in Berlin, and our other in-market teams in Asia and North America, gives us a formidable and knowledgeable team showcasing Sydney’s industry sector strengths and event capability around the globe,” BESydney executive general manager bidding Kristian Nicholls said.

Ades will hit the ground running, joining BESydney chief executive officer Lyn Lewis-Smith, Nicholls and Gonzales representing Sydney at the world’s largest business events industry showcase, IMEX Frankfurt, 23-25 May.

“I’m thrilled to be joining BESydney at such an exciting time, and I look forward to the opportunity to contribute to Sydney’s rise as the leading APAC destination for business events. I look forward to building on the already achieved success and showcasing Australia’s unmatched sector offerings,” Ades said.

Nicholls added: “BESydney is well and truly back to pre-COVID levels with around 100 bids on the go, including bidding for 2026, when our new Western Sydney International Airport opens, and beyond. So far, this financial year, we’ve secured 44 new meetings solidifying a strong forward pipeline with 275 future business events heading to Sydney between now and 2030.

“With key delegate markets in our region, including China, now returning in greater numbers, we offer an open invitation to European-headquartered associations to add a fresh Southern Hemisphere perspective to their global conversation by partnering with us to bring their next global event to Sydney, an experienced, welcoming and culturally unique destination – on the lands of the oldest continuous culture on the planet.”




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