Tourism Research Australia data confirms NSW and Sydney were Australia’s number one region and city, respectively, for business events in 2024.
The state is celebrating a big year for business events, with the sector forecast to inject more than $192 million into the NSW visitor economy in 2025, which is expected to extend the lead over other Australian states.
Business Events Sydney has already secured 57 events for 2025, which is expected to generate $186 million in direct expenditure, with additional events still in the pipeline.
On the regional front, Destination NSW’s regional business events program, Business Events NSW, has also helped secure 57 events, and is forecast to deliver 14,500 visitor nights and more than $6 million in direct expenditure.
“Business events attract high-value visitors to NSW and the NSW Government has ambitious plans to turbocharge its domination in the sector,” says NSW Minister for Tourism Steve Kamper.
“The annual Business Events NSW Showcase is a fantastic initiative to drive sector growth by spotlighting the diversity of transformative visitor experiences on offer in regional NSW.
“The opening of Newcastle Airport’s international terminal and Western Sydney International Airport will make it even more attractive for organisations to choose Sydney and regional NSW as immersive destinations for their next conference, corporate meeting or incentive event.”
A leading event on the 2025 calendar is the International Astronautical Congress 2025, which will attract 4500 delegates to Sydney in September and generate an estimated $21 million in direct expenditure for the NSW economy.
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Also read: Regional focus at Business Events NSW Showcase
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“The business events sector is a powerhouse for the NSW visitor economy, driving high-yield visitation and long-term growth,” says Destination NSW CEO Karen Jones.
“Through the Business Events NSW Showcase, Destination NSW is proud to partner with industry across the state to reimagine what corporate events can be: engaging, meaningful and distinctly NSW.
“With world-class venues and unique visitor experiences, regional NSW offers business events that spark real connection and deliver stronger outcomes for delegates and destinations.”
Business events are a high-value driver of the NSW visitor economy. The NSW Visitor Economy Strategy Review has identified the sector as a priority growth opportunity with business events delivering visitors who stay longer and spend more, and create year-round demand for hotels, venues and visitor experiences.
In 2024, NSW welcomed 6.48 million business events visitors, including 3.41 million to Sydney.
Comparatively, Victoria recorded 4.84 million business events visitors and Melbourne attracted 3.06 million.
NSW’s major events calendar is also stimulating demand for international conferences and business events.
Hundreds of business events were hosted during Vivid Sydney 2025 in May and June.
“We find major events such as Vivid Sydney are particularly popular with our corporate and incentive groups that are seeking ‘money-can’t-buy’ experiences with the wow factor to inspire and reward their top performing team members and distributors with cultural pursuits that showcase Sydney ‘beyond the icons’,” says BESydney CEO Lyn Lewis-Smith OAM.
Photo at top: iStock/EveEm Mobile GmbH.
