The growth opportunity provided by business events and corporate travel was the focus of a panel discussion at the 2024 NSW Visitor Economy Forum.
Panellists included BESydney Chief Client Officer Kristian Nicholls, Professional Conference Organiser Association councillor Karen Sainsbury, Enperso Managing Director Dan Heathwood and Cupitt’s Winery Strategic Partnerships Manager Libby Cupitt.
The panel event was moderated by Destination NSW Associate Director, Regional Conferencing Mitchell Gunn and explored the needs of business event decision makers, delegates and corporate travellers, strategic sales and marketing, the rise of delegates mixing business and leisure (‘bleisure’) and how destination stakeholders and operators can get involved.
Business events are important contributors to the NSW visitor economy. They attract high-yield domestic and international travellers to the state, often during mid-week and off-peak periods. These high-yield travellers also spend more than the average visitor on accommodation, food, services and experiences during their trips.
Domestic overnight conference visitors to NSW spend on average $548 per night, which is 139.7 per cent higher than domestic leisure visitors spend per night ($228).
In the year ending June 2024, Sydney welcomed 3.1 million domestic overnight business visitors, who stayed 7.8 million nights and spent $2.9 billion.
Sydney also welcomed 340,500 international overnight business visitors, who stayed 3.3 million nights and spent $757 million during their visit.
The average domestic overnight conference visitor to NSW spends $548 a night, which is 139.7 per cent higher than domestic leisure visitors spend per night ($228).
Ms Sainsbury said the opening of Western Sydney International Airport offered transformational opportunities for the business events sector.
“Advanced manufacturing will be a focus of the new aerotropolis – it’s time to start conversations with networks to understand the different scale and nature of events in the industry sector, build relationships and develop packages that suit targeted needs,” she said.
Mr Heathwood also advised building relationships with travel management companies to be part of the distribution network.
“Corporate travellers, in particular executives, are usually looking for ease in their booking experience,” he said.
View Destination NSW’s ‘Quick tips for working with the business events sector’ guide.
