International destination management companies are eyeing Australia with strong potential for increased incentive travel programmes within the next two years, prompting a Sydney event in early 2025.
Representation company Tourism Portfolio says its DMC partners expect growing business from Australia, which is why the organisation has created a one-off event in Sydney in February, Destination Marketplace, with visiting DMCs from Europe, the Americas, Africa and the Middle East attending along with domestic venues from the South Coast and Southern Highlands.
Tourism Portfolio general manager, Sharon Levingston, said the signs for a strong 2025 and 2026 are there, citing the joint Incentive Research Foundation and Society for Incentive Travel Excellence Incentive Travel Index 2024 study which found Asia Pacific planners the most positive globally of more incentive travel.
Of the 2800 practitioners interviewed, 45% expect incentive travel activity to be above or higher than 2024 levels.
“We have more of our international clients travelling to Australia next year than we’ve ever had before, and that is because they recognise that international corporate meetings and incentive travel rewards are extremely strong and getting stronger,” Ms Levingston said.
“They will be exhibiting at AIME in Melbourne and then extending their stay in Sydney to exhibit at Destination Marketplace to meet with agencies and meeting and incentive planners who can’t attend that event or didn’t have time to catch up at AIME.”
CEO of European-based DMC Terra Events, Heather Williams, said Australia continues to be one of the company’s leading incentive markets, and there is a belief that the country’s robust economy and maturity in the sector will grow further in coming years. Terra Events has offices in Italy, Spain, Portugal and France.
“We continue to support the Australian market as they have supported us, and we believe that with the increasing necessity of incentive travel rewards to recognise and reward employees, we expect more business from `Down Under’ in the coming years.”
Ms Levingston said the February 13 event at Park Hyatt Sydney, Destination Marketplace – Where Imagination Meets Destination – will allow participants to be inspired and discover new destinations and forge new connections in a relaxed environment.
Tourism Portfolio director and owner, Donna Kessler, said she was excited to welcome the company’s DMC partners and venues to Sydney for one special evening.
“Attendees of Destination Marketplace will be inspired by unique and creative itineraries that will leave a lasting impression,” she said.
Places are strictly limited and can be made by clicking here.
Read more Incentive travel on the rise