TravMedia CEO says in-person meetings are key after 450+ attend IMM Sydney

TravMedia’s IMM (International Media Marketplace) Australia returned to ICC Sydney drawing more than 450 participants for two days of networking and learning. 

IMM Australia 2025 brought together the region’s top travel journalists, editors, content creators and broadcasters for a day of meetings and networking with 170 of the world’s leading travel and tourism brands.

“In-person meetings remain vital to the travel industry’s future,” TravMedia CEO Nick Wayland said.

“IMM Australia continues to raise the bar, providing an unrivalled platform for media and industry leaders to collaborate, share insights and drive the conversations shaping global travel.”

More than 200 of Australia and New Zealand’s most influential travel media engaged in prescheduled, one-on-one meetings with 170 of the world’s foremost travel brands, cruise lines, tour operators, airlines, destinations and hospitality leaders.

“A sincere thank you to our valued sponsors – W Sydney, Destination British Columbia, Virgin Australia, Brand USA, Lonely Planet and our many esteemed partners,” Wayland continued.

“Their support has been instrumental in ensuring the success of IMM Australia, reinforcing its status as the region’s premier media networking event. We also appreciate the ongoing contributions of the Australian Society of Travel Writers in championing excellence in travel journalism.”

Lunch Sponsor Destination British Columbia brought SBS on-air host Claudio Fabiano to address the delegation as the 500-day countdown to the FIFA World Cup in Vancouver begins. He highlighted British Columbia’s capabilities in promoting travel before, during and after the event, positioning the World Cup as a gateway to the region’s stunning landscapes and vibrant communities.

At the luncheon, TravMedia announced the winners for its Australian award winners for 2025, recognising top travel writers and PRs. Jane Corbett-Jones received the Lifetime Achievement Award in PR, while writer Kerry van der Jagt was honoured for her contributions to the industry. Alison Roberts-Brown was named PR of the Year for her work with the Tokyo Convention & Visitors Bureau and Jeremy Bourke was awarded Travel Writer of the Year 2025.

Virgin Australia’s lounge pop-up offered guests waffles, cookies, and coffee while introducing its Qatar Airways partnership, making European travel easier via Doha from June. The Brand USA Cafe, part of the 40-destination Brand USA Pavilion, kept attendees energised with Proud Mary coffee, celebrating American coffee culture. Meanwhile, Lonely Planet media bags included a canvas tote filled with travel essentials like Best in Travel 2025, the LGBTQ+ Travel Guide, a notebook and Norwegian Cruise Line water bottles and keep cups.

Beyond meetings, IMM Australia 2025 featured panel discussions, keynote speakers, and industry insights at The TravMedia Summit, equipping media and PR professionals with the latest travel trends. The event wrapped up with a lively networking reception at W Sydney, where guests enjoyed stunning Darling Harbour views, premium Australian wines, an oyster and sushi bar, and decadent desserts, creating a spectacular finale to the 2025 event.

A record 170 international travel and tourism brands participated in IMM Australia 2025. The delegation included 40 Australian travel and tourism products, 39 hotels and resorts, Brand USA Pavilion with a record 38 North American DMOs, 15 tour operators, OTAs and travel technology brands, six cruise companies, eight Asian destinations, seven European and Middle East delegates and 15 New Zealand and South Pacific travel and tourism brands.