Get ready for an exciting return! Australia Next, Tourism Australia’s leading showcase for incentive travel, is set to make its comeback in Melbourne for the third year in a row. The event, scheduled for December 1-3, 2025, will bring together international business event planners in the heart of Melbourne, showcasing Australia’s vibrant offerings and solidifying its position as a top destination for global business events.
The decision to host Australia Next in Melbourne signifies the city’s reemergence as a global business events hub. This will be the first time since 2013 that Melbourne will host this prestigious event, offering a fresh perspective on the city’s diverse offerings for international business event planners.
Tourism Australia, recognizing the importance of bolstering the business events industry, is committed to the continuous growth of Australia Next. The showcase, traditionally held every two years, has been revitalized with consecutive events in 2023, 2024, and now 2025. This strategic approach allows more buyers to participate and generate real business outcomes, contributing significantly to the recovery of the industry.
Following the success of Australia Next 2024 in Cairns, the excitement for the Melbourne edition is already palpable. Robin Mack, Tourism Australia’s Executive General Manager of Commercial & Business Events Australia, expressed his enthusiasm, stating, “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.”
Melbourne Convention Bureau CEO, Julia Swanson, echoed this sentiment, highlighting the city’s strengths in attracting global delegates. “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 highly successful business events due to world-leading facilities and venues, extensive transport system and a large range of quality accommodation readily available,” Ms Swanson remarked.
Beyond the city’s urban appeal, Melbourne’s proximity to the countryside offers a unique opportunity for delegates to experience the beauty of Australia. Within a 90-minute drive from the central business district, visitors can explore picturesque vineyards, stunning coastal landscapes, rainforests, waterfalls, and encounter diverse wildlife. These unforgettable experiences are sure to leave a lasting impression on delegates participating in incentive programs or conferences.
Australia Next 2025 promises an enriching experience for attendees. The event will feature familiarization tours for international buyers and media, allowing them to discover key incentive destinations across Australia. The program, meticulously organized in collaboration with the Melbourne Convention Bureau, guarantees a comprehensive showcase of Australia’s most compelling incentive offerings.
