With the business events sector identified as a key growth priority in the NSW Government’s NSW Visitor Economy Strategy Review – thanks to high-value visitors who stay longer, spend more and create year-round demand for accommodation, venues and visitor experiences – regional areas play a vital role in the visitor ecosystem.

In 2024, regional NSW welcomed 3.2 million business event visitors who contributed an estimated $1.8 billion to the state’s visitor economy.

The Business Events NSW Showcase – held at Machine Hall in Sydney’s CBD – unveiled Destination NSW’s refreshed “Feel New” positioning for business events, with the tagline “Corporate events that feel anything but”.

The positioning frames NSW as a destination for immersive, authentic and experience-rich business events, offering alternatives to traditional business event formats.

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Also read: NSW number one for business events

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“Regional NSW is leading the way when it comes to experience-driven business events,” says Karen Jones, CEO, Destination NSW (pictured, above).

“The Business Events NSW Showcase shines a spotlight on the extraordinary people, places and experiences that make our regions such compelling event destinations.

“Planners today are seeking more than venues – they’re looking for connection, creativity and meaning.

“That’s exactly what regional NSW delivers, and this showcase is about helping buyers discover what’s possible.”

The Business Events NSW Showcase featured more than 50 regional NSW operators and destination representatives spruiking to 200 business event and corporate group travel buyers, planners and media.

Attendees experienced the best of regional NSW through a curated program of tastings, immersive zones and interactive sessions.

“The business events sector is evolving rapidly,” says Sharon Winsor, founder of showcase exhibitor Indigiearth.

“In recent years, we’ve seen rising demand from people wanting more than a meal – they’re seeking to engage with stories and understand where their food comes from.

“It’s so important to get involved in events such as the Business Events NSW Showcase to be present, to be seen and to have the opportunity to introduce planners to our Australian native foods and cultural experiences.”