Australia’s business events sector has fully rebounded to pre-pandemic levels across many measures, with 2024 showing strong inbound performance, according to two major research papers released by the Australian Business Events Association (ABEA).
The papers: the State of the Business Events Industry Report (2024) and the Forward Bids Calendar 2025 form part of ABEA’s core commitment to advancing prosperity for its members and positioning business events as a powerful driver of national progress.
“Sentiment is strongly positive, with most organisers planning more events in 2025-26 and in-person gatherings remaining the most impactful marketing channel,” the ABEA outlook summarised. “Strategic priorities include updating delegate spend metrics, strengthening subvention, and quantifying the ‘beyond tourism’ legacy value of business events.”
Produced as part of ABEA’s commitment to research-driven advocacy, both reports offer credible, consolidated data to support evidence-based decisions across government and industry.
Now in its second year, this edition of the State of the Business Events Industry Report uses 2024 data to capture the size, scope and contribution of Australia’s billion-dollar business events industry. Drawing on national and international data, including insights from International Congress and Convention Association (ICCA), Union of International Associations (UIA), Tourism Research Australia (TRA) and Asia Pacific Incentives and Meetings Event (AIME), the report tracks year-on-year performance and identifies opportunities for long-term growth.
The report is authored by Emeritus Professor Dr Leo Jago OAM, formerly Chief Economist of Tourism Research Australia, and internationally recognised for his work with the UNWTO, ICCA and JMIC.
Melissa Brown, CEO, ABEA said this report is essential for defining who we are as an industry, and why we matter.
“It ensures decision-makers have access to the kind of longitudinal data they need to drive serious outcomes, whether that’s workforce funding, visa reform, investment in regional venues or trade policy alignment,” Brown said.
Complementing the annual report, the Forward Bids Calendar provides granular intelligence on the business events pipeline, offering insight into bids won, lost and in progress across all major Australian convention bureaux.
As the only tourism sector with a confirmed forward calendar, the business events industry has a unique ability to forecast economic activity. This supports government and trade stakeholders to unlock the wider value of international events, from talent attraction and research collaboration to foreign investment and global knowledge exchange.
Both resources are produced in partnership with government agencies, university researchers and strategic collaborators. They form part of ABEA’s core commitment to advancing prosperity for its members and positioning business events as a powerful driver of national progress. Members will receive direct access to both reports via an upcoming member-only newsletter.
ABEA is committed to expanding its suite of industry insights and will continue developing reports like these to benefit the wider business events community. If there are resources you’d like to see developed or opportunities to collaborate, we invite you to contact us.
For copies of the reports, contact memberservices@abea.org.au. More information is available at abea.org.au.
The findings
State of the Business Events Industry
- 19.8 million business event visitors generated $19.6 billion for the visitor economy, with international delegates spending 59% more per night than leisure visitors.
- International business event arrivals (783,000) outnumbered outbound Australian delegates, creating a visitor surplus. Domestic overnight visitation held steady, though day-trip volumes declined from 2023.
- Convention centres hosted 3.7k events with 4.35 million delegates – a slight dip from 2023’s post-pandemic peak but still ahead of pre-COVID trends.
- Key trends: rising costs driving smaller, shorter events; shift to secondary destinations; late registrations; growing demand for personalised, experience-rich programs; AI adoption; DEI focus; and increasing importance of sustainability credentials.
- Australia ranked 17th globally for international association meetings (ICCA) and 13th in UIA rankings, with Melbourne in the global top 5 for average delegate numbers.
Forward Bids Calendar
- As at January 2025, the pipeline of confirmed international events was up 16% year-on-year, though domestic events fell 5%.
- Total forward delegate spend was $1.58 billion (–1% on 2024).
- Bid success rate: 63% overall; more international corporate wins, fewer association wins. Main reasons for bid losses: geographic preference, cost, and infrastructure/service gaps.
- The Business Events Bid Fund Program has delivered $1.1 billion in economic value since inception, with a $52 ROI for every $1 invested. Calls continue for expansion to remain competitive against international funding programs.
