Tourism Australia Managing Director Robin Mack used IMEX Frankfurt to unveil a major sustainability initiative for the country’s business events sector while outlining strong growth across meetings, incentives, conferences and exhibitions.
Recently appointed Managing Director after 14 years with Tourism Australia, Mack said business events remain a key economic driver and a major strategic priority for the organization.
He highlighted Australia’s global positioning as a safe, reliable and high-value destination for international meetings and incentive travel, noting the country’s favorable exchange rates, streamlined visa process and strong aviation connectivity. All these elements helped attracting 702,000 business events visitors in 2025, generating AUD 3.96 billion (USD 2.83 billion) for the national economy. Business events travelers spend around 55% more than leisure visitors.
“We really see business events as a high-performance driver to our economy that delivers strong economic benefits,” Mack said.
Tourism Australia also confirmed that its Business Events Bid Fund Program has now secured 221 international events between 2018 and 2029, generating an estimated AUD 1.5 billion for the visitor economy.
Among the headline wins are the International Conference on Intelligent Robots and Systems in Sydney, expected to attract 3,500 international delegates, along with several major technology and equality-focused conferences in Melbourne.
Mack also revealed the Bid Fund Program has now been extended through to 2032, aligning with the Brisbane Olympic and Paralympic Games. “2032 is a significant year for Australia with the Brisbane Olympics and Paralympics coming to Queensland,” she said.
Tourism Australia’s Australia Next incentive showcase continues to generate strong business leads. The 2025 edition in Melbourne attracted 94 global planners and buyers and has already generated leads worth AUD 167 million. Australia Next Event will take place in Sydney in December 2027.
Infrastructure investment was another major focus of the presentation, with Mack highlighting unprecedented development across the country, including a new convention center in Geelong, new luxury hotels such as the new Waldorf Astoria Sydney at Circular Quay or the former Emirates One&Only Wolgan Valley resort being rebranded as Australia’s first Ritz-Carlton Reserve lodge.
Tourism Australia said 4,500 new hotel rooms are consequently expected to open nationwide over the next two years, with 55% in the luxury segment.
Mack also highlighted the importance of aviation growth to Australia’s tourism recovery and future expansion.
Western Sydney International Airport will open later this year as Sydney’s second international gateway, operating 24 hours a day and significantly boosting international access.
Despite ongoing Middle East disruptions affecting some global air routes, Mack said Australia is still expecting record inbound airline capacity this year. New international routes include additional services from British Airways and Finnair to Melbourne. He also pointed to Qantas’ highly anticipated Project Sunrise services, which will introduce non-stop Sydney-London and Sydney-New York flights from 2027.
Green is our Gold
However, a major part of Tourism Australia’s strategy now centers on sustainability and responsible tourism development.
Mack unveiled the organization’s new Green is our Gold Promise, a nationwide sustainability platform encouraging tourism businesses and event suppliers to commit to environmentally responsible practices.
“Protecting the environment and preserving our resources has been our DNA for a long time. Now with Green t’s not an accreditation program, it’s a promise businesses are making to do it well,” Robin Mack explained.
The initiative builds on years of sustainability work already underway across Australia’s tourism sector. Mack noted that all major Australian convention centers hold sustainable certifications, while the Melbourne Convention and Exhibition Centre became the first convention center in the world to achieve a six-star green rating back in 2009.
“Green is Our Gold” responds to continued demand for sustainable practices amongst international business events decision makers. Tourism Australia’s Business Events Consumer Demand Project research shows that three out of four incentive decision makers (76 per cent) rank sustainability credentials as a significant driver of destination choice, while 83 per cent of association organizations already have sustainability credentials and practices in place.
Additional research found 79% of travelers are concerned about the environmental impact of travel.
“We know people need to travel a long way to get to Australia,” Mack said. “But when they are on the ground, we want to make sure we are doing everything we can responsibly.”
The “Green is our Gold” promise is built around five guiding principles: celebrating communities, embracing culture, caring for country, protecting wildlife and traveling responsibly.
Mack said the initiative will help showcase Australia’s environmental leadership while encouraging more tourism businesses to improve their sustainability performance. “You’ll be hearing a lot more from us about this,” he added.
