Welcome to our weekly wrap-up of MICE News, which covers meetings, incentives, conferences, and events across Australia and around the world. If you are in the MICE industry, this is what you need to know as our writers stay on top of the latest developments.
If you have any MICE news, please send it to editor@travelmonitor.com.au
Helloworld Business Travel Forum celebrates connections and growth in Singapore
The 2024 Helloworld Business Travel (HWBT) Forum was held this recently in Singapore. Celebrating the theme ‘Connect & Grow’ the Forum hosted HWBT owners and managers for 3 days of collaboration, business insights and practical peer advice. The conferencing agenda included a panel discussion on the Future of Travel Technology with Sabre, Travelport, Avanoa and Magnatech, as well as a tailored presentation from Magnatech on Improved Business Productivity. A panel discussion on Growing Your Business with HWBT Advisory Council Members, an expert air panel on the Future of Business Travel with United, Qantas Virgin, Travelport and Air Tickets. And planning sessions for members to engage and grow through peer supported learning.
Evening events included a HWBT Welcome event at The Garage, a joint event with Helloworld Frontliners Forum delegates at The Riverhouse, and the farewell dinner was an exclusive HWBT event at the stunning Tea Room Raffles. Delegates also heard from senior Helloworld Travel executives including Helloworld Travel CEO and Managing Director Andrew Burnes AO, Nick Sutherland, Group GM Retail Networks, Stan Scott, Group GM Commercial, Rohan Moss, Group GM Consolidation and Simon Lethlean, CEO My Way Travel & Events. As well as inhouse brand leaders, Steve Brady, Cruiseco and Peter Douglas, Wholesale (Viva Holidays and Ready Rooms). Plus keynote speaker, Kelly Cartwright OAM, Australian Paralympian.
Parrtjima – A Festival in Light: 4-13 April 2025
Parrtjima – A Festival in Light, returns to Alice Springs (Mparntwe) for its 10th iteration from 4-13 April 2025, offering a spectacular celebration of culture, art, and technology under the starry skies of Central Australia.
The only Aboriginal light festival of its kind, Parrtjima showcases the world’s oldest continuous cultures through stunning light installations and performances, set against the breathtaking backdrop of the 300-million-year-old MacDonnell Ranges.
The free 10-night festival once again features the much-loved MacDonnell Ranges Light Show and Grounded installations, alongside new works inspired by the 2025 theme, ‘Timelessness.’ Other highlights include bush food workshops, markets, talks and, for the first time ever, a special open-air performance by the Darwin Symphony Orchestra, featuring over 50 musicians. This spectacle is a ticketed event and will feature Desert Divas Catherine Satour, Casii Williams and Bronwyn Stuart for a memorable closing Saturday night. Australian county music icon Troy Cassar-Daley will kick off the festival’s opening weekend.
The 5 sporting events set to drive business travel in 2025
New data reveals the top destinations for business travel around Australia’s major sporting events. Melbourne, Sydney, Brisbane, and Bathurst—during the Australian Open, NRL Magic Round, AFL and NRL Grand Finals, and Bathurst 1000—experienced an average 19 per cent year-on-year growth in business travel bookings. Melbourne during the Australian Open topped the list, drawing 46 per cent more business travellers than the other four events combined, positioning the tournament’s city as 2025’s leader for corporate sport spectators.
Corporate Traveller compared flight and ground transport to, and hotel bookings in, the host cities during these events across 2023 and 2024. Brisbane during the NRL Magic Round recorded the highest growth in business travel bookings this year, at 26 per cent, followed by Bathurst during the Bathurst 1000 at 20 per cent. Melbourne’s AFL Grand Final and Australian Open recorded 19 per cent and 17 per cent growth, respectively, while Sydney during the NRL Grand Final saw a 10 per cent increase.
The Swift effect continues: international music artists flock to Australia
Australia’s live music scene is set to boom this summer as international artists tap into the market that Taylor Swift’s Eras Tour sparked in February. In a landmark event that spotlighted Australia as a powerhouse market for the global music industry, Swift sold an astonishing 600,000 tickets in seven sell-out concerts across Melbourne and Sydney, injecting an estimated $559 million into the economy. Now, artists like Billie Eilish and Kylie Minogue are hoping to capture their share of sell-out shows and big returns.
An analysis by Stage and Screen, a boutique travel management subsidiary of Flight Centre Travel Group specialising in the creative, retail, sports and entertainment industries, revealed a significant increase in international music artists planning Australian concerts in the same quarter that Swift toured in 2024.
Stage and Screen compared international music acts at 13 of Australia’s biggest arenas and stadiums in Sydney, Melbourne, Brisbane, Adelaide and Perth for the first quarters of 2024 and 2025. From January to March 2024, only a handful of major international acts including Pink, Blink 182 and the Jonas Brothers were held at these venues, all of whom were eclipsed by Swift. In comparison, in January to March 2025 no less than 14 international acts will take to major arenas and stadiums, with February being the most popular month. Bryan Adams, Billie Eilish, Drake, Kylie Minogue, Keshi, Chris Stapleton and The Prodigy are all pencilled in for the same month that Swift took Australia by storm.
20 Can’t-Miss Events in NYC in 2025
New York City Tourism + Conventions is spotlighting can’t-miss events across the five boroughs next year for visitors and locals alike to enjoy.
With major sports and culture happenings and a slate of new openings all set for the City’s 400th anniversary, travellers are invited to book their 2025 NYC trip now.
Some not to miss events in NYC in 2025:
- NYC Hotel Week.
- Disney on Ice.
- The 2025 BIG EAST Men’s Basketball Tournament.
- Celebrity talent on Broadway:
- Denzel Washington and Jake Gyllenhaal in Othello (previews begin February 24)
- George Clooney in Good Night, and Good Luck (March 12)
- Nick Jonas and Adrienne Warren in The Last Five Years (March 18), with more A-listers hitting the stage later in the year.
- Spring marks the return of the Major League Baseball season.
- The long-awaited reopening of The Frick Collection.
- Reopening of the iconic Waldorf Astoria New York.
- French luxury department store Printemps opens a new flagship on Wall Street.
- Central Park will see two long-awaited openings in 2025:
- $160 million redevelopment of the Center at the Harlem Meer
- The revitalized Delacorte Theatre
- Museum Mile Festival.
- FIFA Club World Cup.
- August marks 10 years since Lin-Manuel Miranda’s hit Broadway musical Hamilton opened at the Richard Rodgers Theatre.
- TCS New York City Marathon.
Klook wraps hugely popular, inaugural ‘Travel Fest’ event
Hosted by TV personality, Faustina ‘Fuzzy’ Agolley, Sydney’s newest and biggest travel event, the inaugural Klook Travel Fest, took place on Saturday, November 30, at Carriageworks where more than 10,000 people joined to snap up exclusive travel discounts, prizes, and hear expert tips from industry insiders and social media content makers Kat and Deja Clark, and Sofia Ligeros.
The event was the first offline consumer-focused event in Klook’s history in Australia offering travellers the chance to experience a fresh take on the traditional ‘travel expo’. Themed around 90s console games, guests enjoyed a huge selection of virtual destination and experience-themed games and challenges across several ‘worlds’. Bringing the concept of gamification into the expo world, hundreds of prizes were given out throughout the day for taking part in the challenges including trips to Vietnam, Japan, Thailand, and Malaysia.
Los Angeles Tourism, Visit California and Delta Air Lines kick off Road to Global
On December 3rd, Los Angeles Tourism, Visit California and Delta Air Lines hosted over 130 Flight Centre Travel Group staff and partners as they kicked off the Road to Global ahead of Flight Centre’s Global Gathering 2025 that will take place in Los Angeles 11-13 July. The Road to Global: LA Destination Seminar, hosted at Flight Centre’s Rooftop Bar in Brisbane, saw the three hosts, all major sponsors of Global Gathering, share their latest product and destination updates to help agents boost their sales, and hopefully qualify to attend the global event when it lands in LA in July 2025.
Guests also enjoyed a selection of LA-inspired cocktails and iconic Californian cuisine and took part in two exciting prize giveaways, including two incredible trips to sunny California. The prizes featured return economy flights from Brisbane to Los Angeles with Delta, along with two nights in LA, tickets to Warner Bros Studio Hollywood and two nights in Santa Barbara California.
Cairns secures lucrative international business event
Tourism Tropical North Queensland (TTNQ) has beaten destinations around Australia to secure an international business event that will inject $11.68 million into the Cairns regional economy. TTNQ Chief Executive Officer Mark Olsen announced that Amway Korea would bring around 2700 delegates to Cairns in 2025 arriving from across the Asia-Pacific region in six waves from November 17 to December 9.
“This event is an incentive rewarding Amway’s top performers with each wave of delegates doing three full days of touring and at least two offsite events as well as opportunities to explore Cairns at leisure. International incentive groups are the highest-yielding market in tourism with an average spend of $1000 per delegate per day compared to $735 for other international business events.”
“As well as spending more, incentive delegates tend to stay longer, and we are confident many will extend their stay with their family to explore the Great Barrier Reef and the world’s oldest rainforest. The timing of the event is particularly good for Tropical North Queensland as it comes in one of the quieter periods of the year and will be a welcome boost ahead of the festive season.”
New Convention Centres in Korea
Korea, celebrated as one of the world’s leading destinations for Meetings, Incentives, Conferences, and Exhibitions (MICE), is poised to expand its offerings with the opening of new convention centres in 2025. Strategically situated in key cities, these new venues will provide enhanced capacity, facilities, and designs, ensuring Korea remains a preferred choice for international events. Combining modern infrastructure with rich cultural heritage, Korea continues to captivate event organisers and delegates alike, delivering a truly unique and inspiring experience.
COEX Magok: Excellence Expanded (Opens 28 November 2024)
The COEX Magok Convention Center, a privately operated facility, marks a significant addition to Seoul’s MICE landscape as part of the Magok District MICE complex development plan. It stands out as the city’s first professional exhibition facility expansion in 20 years and is strategically situated next to Magoknaru Station, where the Line 9 express train and the Incheon Airport Railroad intersect. This prime location offers exceptional connectivity, being closer to Gimpo Airport and providing convenient access to Incheon Airport. Compared to Gangnam’s COEX, this new venue boasts a distinct advantage for hosting international fairs and exhibitions, thanks to its superior transportation links and accessibility for global attendees.
OSCO: Cheongju Osong Convention Center (Opens September 2025)
Cheongju OSCO will address the growing demand for MICE facilities in Chungcheongbuk-do, driven by the presence of major corporations like SK Hynix, LG Chem, and Samsung SDI. Spanning 39,000㎡ with an initial indoor exhibition area of 10,462㎡, this venue will be Korea’s sixth-largest exhibition hall, with plans for future expansion. Strategically located in the very centre of Korea, it sits at the country’s transportation hub, offering access to expressways, KTX Osong Station, and Cheongju International Airport—the only international airport in Chungcheongbuk-do province. The centre is poised to strengthen the region’s industrial and economic influence, offering a world-class alternative to Seoul for conventions and exhibitions.
ISHC Elects 2025 Board of Directors and Inducts 37 New Members
The International Society of Hospitality Consultants (ISHC) has elected new leadership to serve on the Board of Directors and has inducted thirty-seven new members in its 2025 membership class.
Kristie Dickinson, Chair, ISHC Board of Directors, commented, “We are excited to celebrate the strategic growth and evolution of our Society. This year’s unprecedented addition of new members brings an extraordinary array of global perspectives, skills, and diverse expertise. Together with our Board of Directors, these talented professionals embody our unwavering dedication to fostering excellence and broadening our global impact. It is a true privilege to collaborate with such an outstanding group, united in our mission to serve as the leading resource for global expertise and excellence in the hospitality industry.”
Ed Sheeran announces 2025 live shows including his first ever performance in Bhutan
Global superstar Ed Sheeran has announced a series of Mathematics Tour shows starting in Bhutan, followed by India, and the Middle East, running from January to May 2025. Ed Sheeran: +–=÷x Tour 2025 in Bhutan is promoted by Gelephu Mindfulness City and AEG Presents by arrangement with One Fiinix Live. The show in Thimphu will take place on January 24, 2025 at the Changlimithang Stadium. General on-sale will open from Saturday, November 30, 2024 at 12 noon BTT and tickets can be purchased via www.tix.bt. This show represents the first major international concert to ever be held in Bhutan.
Having launched his record-breaking Mathematics Tour in Dublin in 2022, Sheeran has captivated audiences worldwide with over 134 electrifying performances to date. This upcoming run, alongside the European leg, marks the concluding chapter of his celebrated Mathematics era. Fans will see Ed Sheeran in his purest form…just him, his guitar and Loopstation. They can expect an unforgettable setlist featuring iconic tracks from his decade-spanning career.
With nearly 200 million records sold globally, Ed Sheeran is an era-defining artist whose recent achievements include membership in Spotify’s Billions Club for an incredible 12 songs, including his hit “The A Team”, which recently surpassed 1 billion streams.
2025 TOUR DATES
January 24, Thimphu, Bhutan, Changlimithang Stadium
January 30, Pune, India, Yash Lawns
February 2, Hyderabad, India, Ramoji Film City
February 5, Chennai, India, YMCA Ground
February 8, Bengaluru, India, NICE Grounds
February 12, Shillong, India, JN Stadium
February 15, Delhi NCR, India, Leisure Valley Ground
April 30, Doha, Qatar, Lusail Multipurpose Hall
May 2, Sakhir, Bahrain, Beyon Al Dana Amphitheatre
Tickets available exclusively at EdSheeran.com
Hobart Festival of Comedy 2025 announces full line-up
The Hobart Festival of Comedy, which will return from Wednesday, March 5, to Sunday, March 9, 2025, will span five days, feature nine headliners, and be held across three venues. A fresh roster of local and international talent will perform across five nights of hilarious comedy and entertainment, featuring stand-up shows, DJs, and late-night antics at Odeon, In The Hanging Garden, and Altar Bar.
The 2025 program will present a diverse range of comedic performances ranging from a show performed entirely in Spanish to another exploring the butterfly effect. International and Australian headliners will appear along with two showcases full of local Lutruwita/Tasmania comedians; CULT Comedy and The Clubhouse—hosted by legends Rob Braslin and David Bakker respectively.
Journey Beyond partnership with South Australian food and wine festival Tasting Australia
South Australian Tourism Minister Zoe Bettison alongside Justine Lally Executive General Manager – Marketing at Journey Beyond announced Journey Beyond, Australia’s leading experiential tourism group, as the new presenting partner for Tasting Australia.
Partnering with Tasting Australia allows Journey Beyond to showcase these extraordinary culinary journeys, celebrating the intersection of travel and gastronomy. Together, they embody the essence of Australian hospitality, bringing together food lovers and travellers in an unforgettable exploration of South Australia.
Meetings 2025 applications soon to open
As preparations for MEETINGS 2025 gain momentum, we are looking forward to returning to Auckland on 11 – 12 June 2025 for the first time since 2021. As the largest annual trade show for the business events industry in New Zealand, MEETINGS promises to showcase the BEST of the industry has to offer within an action-packed two-day event. If you are an event professional, planner, or if you manage the corporate events for your company, attending MEETINGS 2025 is a must! Watch this space – the Hosted Buyer Invitation and the application link will be live on Monday 2 December. Mark your calendar and prepare for an unforgettable experience.
Cairns & Great Barrier Reef celebrates Australia Next Success
Incentive buyers worldwide were captivated by the unique offerings of Cairns & Great Barrier Reef, which they discovered first-hand during Tourism Australia’s incentive showcase, Australia Next.
In September, the region’s natural beauty, incredible food, relaxed and welcoming vibe, and outstanding hotels, along with diverse touring products, wowed the 80 business events planners and 15 media in attendance. Program highlights for delegates included repurposed offsite venues The Sugar Shed, Trinity Beach Palace, the Cairns Cruise Liner Terminal and the Tanks Art Centre.
Wellington wins hydro-environment engineering conference
Wellington’s connection to the water has helped secure the International Association for Hydro-Environment Engineering and Research (IAHR) Asia Pacific Division Conference for 2028. IAHR brings together specialists in water and environmental engineering to share the latest research and technology contributing to the sustainable management and optimisation of the world’s water resources. The successful bid was made by past chair of IAHR’s Asia Pacific Division, Dr Gregory De Costa from the Open Polytechnic of New Zealand, in collaboration with Prof Alan Brent of the Faculty of Engineering of Te Herenga Waka Victoria University of Wellington. The bid was supported by Business Events Wellington and Tourism New Zealand Business Events. Taking place in October 2028 on the Pipitea campus of Te Herenga Waka Victoria University of Wellington, it is expected to deliver an economic impact of close to $1million to the city.
How major events helped Sunshine Coast tourism shine 2023-24
A diverse portfolio of Sunshine Coast Council-sponsored events has achieved the highest economic windfall on record, reaping an estimated $112.6 million for the region. The outstanding outcome was highlighted in the recently released Sunshine Coast Events Board 2023-24 report. Sunshine Coast Mayor Rosanna Natoli said Council’s major event sponsorship program played a crucial role in the success of many events. Cr Landsberg said a number of major events contributed significantly to the Sunshine Coast’s economy and culture in 2024. Council sponsored four successful events through the Emerging Events category introduced to the Major Events Sponsorship Program: the Sunshine Coast Chamber Music Festival, SHOWFEST, The Rangebow Festival and The Australian Wearable Art Festival.
2023-24 Major Events Sponsorship Program in figures
- 72 major events hosted and supported by Council
- $112.6m economic impact with a 1:36 return on investment
- 178,000+ event visitors welcomed to the Sunshine Coast
- Supported 1,250 full-time equivalent jobs
- Gained 52 new local suppliers on industry directory platform EventsConnect
New Zealand’s Leonie Ashford elected to ICCA board
New Zealand’s profile for association events in the Asia Pacific region has been raised with the election of Tourism New Zealand’s Leonie Ashford to the ICCA Board of Directors’ Asia Pacific seat. Ashford was elected to the role at the recent 63rd ICCA (International Congress and Convention Association) Congress in Abu Dhabi. It is the first time New Zealand has had a member on the ICCA Board.
“I am honoured and excited to be appointed to the board,” says Ashford. “I can see so many opportunities for further growth for New Zealand and the wider Asia Pacific region through collaboration and I’m committed to doing my best to help that happen.”
Ashford has spearheaded business events at Tourism New Zealand over the last 12 years as Business Events Manager. She will transition to a new role for Tourism New Zealand as Special Advisor – Business Events from January 2025. Penelope Ryan, who has taken on the new role of Tourism New Zealand Global Manager Business Events, adds, “Leonie’s election to the ICCA board is a well-deserved acknowledgment of her experience and commitment to the business events industry, but also a great win for New Zealand.
MICE Industry 2025: Trends to Watch
The meetings, incentives, conferences, and events (MICE) industry is gearing up for a transformative year in 2025, with experts predicting key shifts in how events are planned and executed. Hybrid meetings continue to dominate, with advanced technologies like AI enhancing attendee experiences through personalised scheduling and networking tools. At the same time, virtual elements remain vital for organisations balancing global participation with budget constraints.
In-person gatherings are also making a strong comeback, with demand rising for intimate, immersive venues that foster connection and creativity. Health and wellness trends are influencing event menus and activities, while personalisation is becoming a must, with planners tailoring experiences to meet unique client needs. From AI-driven hybrid formats to wellness-focused offerings, the MICE industry is poised for a dynamic and engaging year ahead.
Accor Research: Face-to-Face Meetings Could Boost Revenue by 36 per cent
New research from Accor reveals that in-person meetings remain a powerful driver of business success. Professionals surveyed across nine countries believe their revenue could increase by 36 per cent if all important meetings were conducted face-to-face, with the potential to close 37 per cent more deals. The findings highlight the unique value of in-person interactions in fostering trust, engagement, and commercial outcomes, far surpassing the effectiveness of virtual alternatives.
Despite the growing reliance on digital tools, the study underscores that face-to-face meetings are crucial for high-stakes moments like closing deals and contract negotiations. Respondents even likened the impact of one in-person meeting to that of three virtual ones. As businesses embrace hybrid models, Accor’s Chief Sales Officer Sophie Hulgard emphasises, “The connection, culture, and commercial value of in-person interactions cannot be replaced by technology.” This research suggests that companies prioritising in-person engagements may gain a competitive edge in the evolving business landscape.
Australians and New Zealanders Top Global Rankings for Domestic Business Travel
Australians and New Zealanders are leading the world in domestic business travel, with 37% of ANZ businesses sending employees on weekly work trips, according to a global survey by Flight Centre Travel Group’s Corporate Traveller division. This figure outpaces other regions, including the Americas (31.8%), Europe, the Middle East and Africa (23%), and Asia (21.7%).
Tom Walley, Global Managing Director for Corporate Traveller, attributes this trend to factors such as regional decentralisation, flexible work arrangements, and infrastructure improvements. “Australians and New Zealanders value personal connections, and this extends to business travel,” Walley says. As regional airports and transport links improve, domestic travel continues to be a vital tool for fostering collaboration and engagement, helping ANZ businesses maintain their edge in a post-pandemic world.
