Destination NSW has launched a fresh approach to growing the business events sector in regional NSW with new messaging announced at AIME 2024.

Aligning to its “Feel New” visitor brand, the “Corporate events that feel anything but” positioning is aimed at providing an alternative to the traditional business event experience.

Destination NSW CEO, Steve Cox, said the new position highlighted why regional NSW has the nation’s best offering for the business events and conferencing markets.

“We want to position regional NSW as the meetings and events destination for businesses who seek unique, tailor-made experiences that spark a genuine connection among their delegates,” he said.

“We’re thinking more along the lines of quad biking at Stockton sand dunes, or oyster shucking in the Tuross River. 

“These are experiences of richness and substance where real connections between people are sparked.

“Aligning the business events positioning with the Feel New brand enables NSW to stand out from its competitors by showcasing how the distinctive character of our state’s regional destinations and communities can take business beyond the boardroom.”

Destination NSW is attending AIME 2024 in partnership with Business Events Sydney to showcase more than 40 destinations, venues and experience suppliers from across the state.

As part of the refreshed messaging, Destination NSW has also updated its regional conferencing program name from “Meet in Regional NSW” to “Business Events NSW”.