Australia Next 2025: Melbourne sets a new standard for global business events

December 08, 2025

From 1 to 3 December 2025, Melbourne took centre stage as the host of Australia Next 2025, Tourism Australia’s premier incentive showcase presented in partnership with Melbourne Convention Bureau (MCB). Over three inspiring days, more than 200 international buyers, media and Australian industry leaders experienced Australia’s outstanding business events facilities and unique experiences that make Melbourne a premier destination for business event travellers: iconic venues, immersive cultural encounters, and access to some of the nation’s most celebrated regional landscapes.

Australia Next plays a pivotal role in driving international business events, welcoming delegates from key markets including Greater China, Singapore, Malaysia, Indonesia, India, South Korea, Japan, New Zealand, North America and the United Kingdom. Now in its third consecutive year, the event has proven its impact: last year’s program generated 161 leads worth $169 million for the visitor economy. Business events continue to be a crucial sector of Australia’s visitor economy, supporting countless tourism and hospitality businesses across the country.

Business Begins at CENTREPIECE

Following arrivals, pre-famils and informal networking on Monday, buyers and sellers gathered at CENTREPIECE at Melbourne Park for a full day of pre-scheduled business appointments. Deals began, relationships deepened, and future incentive programs took shape, reflecting the commercial strength of Australia Next.

The media experience: Theatre, artistry and surprise

After morning interviews, media guests enjoyed a boat ride with Melbourne River Cruises, a curated walkthrough of the Australian Music Vault, and a tour of the city’s arts and culture precinct. 

The experience culminated in a theatrical three-course lunch on stage at the Playhouse Theatre, celebrating musical theatre through dynamic storytelling, live music, and theatrical surprises.

A “curious” welcome event

Under the theme “The Curious Capital”, more than 200 hosted buyers, media partners and VIPs came together for an evening of curated cuisine, entertainment and Melbourne-style energy at The Commons Collective. Guests enjoyed luxury canapés, oyster shucking experiences and caviar bumps.

MCB CEO Julia Swanson and The Hon. Steve Dimopoulos, Minister for Tourism, Sport and Major Events, officially welcomed attendees, highlighting Victoria’s global appeal and the strength of the Team Melbourne collaboration. The evening also marked the launch of MCB’s ‘Uniquely Melbourne: An Event Planners Guide to Melbourne and Victoria’, showcasing the city’s extraordinary range of experiences.

A breakfast with Melbourne’s vision

The Destination Breakfast at 1 Hotel Melbourne set a powerful tone for the day. Lord Mayor Nicholas Reece spoke about Melbourne’s forward-thinking vision, major event pipeline and commitment to continually enhancing the visitor experience. With over 200 attendees, thebreakfast reinforced Melbourne as a city that welcomes the world with strategy, warmth and ambition.

A city-wide showcase designed to inspire

On Wednesday, Melbourne opened its laneways, regions and landscapes to more than 100 international buyers and media during the MCB Melbourne Showcase. Delegates experienced the Yarra Valley with Puffing Billy steam train rides, wine tastings, and wildlife encounters at Healesville Sanctuary; the Mornington Peninsula with wellness rituals, sculpture walks and vineyard tours; and Geelong and the Bellarine Peninsula with mussel masterclasses, strawberry picking and pottery workshops.

In the city, attendees enjoyed Yarra River cruises, behind-the-scenes MCG tours, street art creation, and curated whisky tastings. Nature and wellness-focused itineraries offered helicopter transfers, spa sessions, and farm-to-table dining, while creative streams featured floral design, intimate wine tastings, and community engagement activities.

These experiences demonstrated Melbourne’s ability to personalise and elevate every incentive program.

A commitment to a lighter footprint

Australia Next 2025 reaffirmed its commitment to delivering a more sustainable, low-waste program. Across every touchpoint, from breakfast to business appointments, transport to gifting, these choices reinforced Australia’s position as a global leader in responsible business events.

• At the Destination Breakfast, the vibrant market-style setup was created using fully recyclable timber and reusable market stalls, with all decorative fruit and vegetables donated to OzHarvest to support food-rescue efforts.
  
  
• Throughout the program, no plastic bottles were provided. Delegates were instead encouraged to use the reusable water bottle gifted upon arrival, significantly reducing single-use waste.
• Event materials were carefully considered, with paper-based backdrops, minimal printing, and gift packaging made from recycled and recyclable materials.
• At the Business Session, digital brochures replaced printed material to further minimise waste.

Together, these initiatives demonstrated the event’s commitment to reducing environmental impact while still delivering exceptional experiences.

A finale that looks to the future

The Australia Next Dinner at the Royal Exhibition Building celebrated Melbourne’s cultural diversity through local cuisine, live performances, and meaningful networking. Sydney has been announced as the host city for 2027, continuing the momentum of strengthening Australia’s global incentive pipeline. Post-event famils extended delegates’ journeys to Cairns, Brisbane, the Gold Coast, Sydney, Perth, Adelaide and Hobart.

A taste of Victoria

Australia Next guests also departed with a curated gift celebrating Victoria’s makers, growers and artisans. Highlights included Orthodox House Espresso Blend coffee at St Ali, a Melbourne suburbs tea towel by The Melbourne Map, and Red Hill Lavender aromatherapy steamers. Rochford Wines from the Yarra Valley, Wattle Grove Honey from the Bellarine, and a gold bullion magnet and a collector’s tin of traditional boiled lollies from Ballarat’s Sovereign Hill completed the collection, offering a nostalgic reminder of the state’s creativity and regional richness.

Australia Next 2025 wasn’t just an event, it showcased how a city’s depth, diversity, and creativity make Victoria a top choice for global business events. Thank you to our partners whose support and collaboration made this extraordinary event possible.