NSW is celebrating a bumper year for business events, with the sector forecast to inject over $192 million into the state’s visitor economy in 2025.
Tourism Research Australia data confirms NSW and Sydney were Australia’s No.1 region and city for business events in 2024. With 2025 already tracking strongly, NSW is poised to extend its lead as the nation’s business events capital.
Business Events Sydney has already secured 57 events for 2025, expected to generate $186 million in direct expenditure, with additional events still in the pipeline.
Destination NSW’s regional business events program, Business Events NSW, has also helped secure 57 events, forecast to deliver 14,500 visitor nights and more than $6 million in direct expenditure.
Leading events on the 2025 calendar include 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.
Business events are a high-value driver of the NSW visitor economy. The NSW Visitor Economy Strategy Review 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 across the state.
In 2024, NSW welcomed 6.48 million business events visitors, including 3.41 million to Sydney. By comparison, Victoria recorded 4.84 million business events visitors and Melbourne attracted 3.06 million, reinforcing NSW’s national leadership in this space.
The state’s major events calendar is also stimulating demand for international conferences and corporate events. Hundreds of business events were hosted during Vivid Sydney 2025 (23 May to 14 June), including a harbour cruise for delegates attending the 16th World Congress on Endometriosis.
Secured by BESydney, the congress was held at ICC Sydney from 21-24 May 2025, drawing 1100 participants from 60 countries and generating an estimated $3.9 million in direct expenditure over four days.
Destination NSW highlighted the growing value of business events and corporate travel at its annual Business Events NSW Showcase at Machine Hall, Sydney on 25 June 2025.
The event presented Destination NSW’s refreshed ‘Feel New’ positioning for business events in regional NSW. Under the banner ‘Corporate events that feel anything but’, Business Events NSW spotlighted the distinctive venues, experiences and communities that offer a compelling alternative to traditional business event formats and experience.
“Business events attract high-value visitors to NSW and the NSW Government has ambitious plans to turbocharge its domination in the sector,” Minister for Tourism, Steve Kamper, said.
“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.”
“The business events sector is a powerhouse for the NSW visitor economy, driving high-yield visitation and long-term growth,” Destination NSW CEO, Karen Jones, added.
“Through the Business Events NSW Showcase, Destination NSW was 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 alike.”
“BESydney recently launched its ‘The Sydney Series: Beyond the Icons’ featuring some of the city’s leading experience providers as a guide for delegates who enjoy the road less travelled and want to experience something new and exciting in Sydney,” BESydney CEO, Lyn Lewis-Smith OAM, said.
“Sydney is brimming with events and experiences that are geared towards visitors and locals alike and we want delegates who come to our city to feel at home and enjoy our warm Sydney welcome.
“We find major events like 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.”
