Melbourne, the capital city of the state of Victoria, will host the 2025 edition of Australia Next, Business Events Australia’s signature  incentive showcase.

The announcement that Melbourne had been selected was made at the end of Australia Next 2024, which was held in Cairns/Gimuy, Queensland. It will be the first time since 2013 international business event planners have been to Melbourne for the showcase.

Australia Next 2025 will be held December 1-3, 2025. It will be complemented by a range of pre- and post-event FAM trips to key incentive destinations across Australia for international buyers and media. The program will be delivered in partnership with the Melbourne Convention Bureau.

Tourism Australia managing director Phillipa Harrison said that after having the showcase on pause for four years it was important to hold the event in 2023, 2024 and again in 2025 to highlight all the new product Australia offers.

“Traditionally our signature incentive showcase has been held every two years but as we ramped up efforts to secure a strong pipeline of international business it was important to give more buyers an opportunity to take part,” explained Harrison. “The leads generated from Australia Next are driving real business outcomes which continue to play a critical role in the recovery of the business events industry.”

Robin Mack, Tourism Australia’s executive general manager of Commercial & Business Events Australia, said that after an outstanding event in Cairns/Gimuy the countdown is already underway for Australia Next 2025.

“Our signature incentive showcase has not been held in Melbourne in more than a decade so it will be great to once again take international business events buyers to Victoria,” said Mack. “We thank our host partner Business Events Cairns & Great Barrier Reef for making Australia Next 2024 one to remember and look forward to working with the Melbourne Convention Bureau to make next year’s event just as memorable.”

Melbourne Convention Bureau CEO Julia Swanson said that Melbourne was looking forward to welcoming business events planners from around the world.

“Melbourne is the ideal city to promote our country. It’s vibrant, welcoming and well-connected, offering a multitude of ever-changing and exclusive experiences to accommodate everyone. Our infrastructure paves the way for high successful business events due to world-leading facilities and venues, extensive transport system and a large range of quality accommodation readily available,” she said.

“The city leads the way in events, arts, culture and sport, and boasts a year-round calendar of annual events, festivals and shows, underpinned with a rich multicultural history and a food haven for exploration. With idyllic proximity of country and coast, a mere 90 minutes from the central business district, a wide range of memorable experiences from wineries and stunning coastal scenery to rainforests, waterfalls and wildlife encounters are waiting to be enjoyed by all delegates on an incentive program or conference.”