Melbourne shines on the world stage as the host for Australia Next 2025

December 08, 2025

Last week, Melbourne welcomed incentive planners from around the world to Australia Next 2025, Tourism Australia’s signature incentive event showcase. Over three days, attendees were immersed in the best of Melbourne and Victoria’s engaging and unique experiences, during an event that firmly positions Melbourne and Australia as premier global destinations for business events.

Australia Next 2025 hosted over 200 media, Australian industry sellers and business events buyers from key markets including North America, the United Kingdom, New Zealand, Greater China, Singapore, Malaysia, Indonesia, India, South Korea and Japan.

The event provided business event professionals with new insights into what makes Melbourne a unique and world-class destination for incentive programs. From the compact and walkable city centre with its vibrant culture and plethora of engaging experiences, to the diverse range of regions on the city’s doorsteps, the Australia Next program showcased the best of Melbourne and Victoria.

Melbourne is home to high-quality accommodation options, exceptional dining and entertainment experiences, a dynamic arts precinct, world-class sporting arenas, and a rich Indigenous culture. During Australia Next, many delegates enjoyed engaging tours of the city, visiting key sites including the Melbourne Cricket Ground (MCG), Federation Square, Eureka Tower and the Hosier Lane.

The beautiful regional destinations close to the city include everything from stunning coastline, native wildlife, wineries, historic towns and thermal hot springs within two hours of the city centre. As part of the Australia Next program, delegates visited the Yarra Valley, including native animal encounters at Healesville Sanctuary; Geelong and the Bellarine Peninsula, including wineries and seafood tasting; and the Mornington Peninsula, including wellness meccas like the geothermal hot springs.

The event began on Monday 1 December, with attendees arriving in Melbourne and many taking part in engaging experiences around the city, before enjoying a casual dinner at il Mercato Centrale, Melbourne’s authentic Italian artisan food hall.

On day two of Australia Next, business event decision makers enjoyed a day of business sessions held at CENTREPIECE, Melbourne’s dedicated events space in the heart of the sporting precinct.

The day concluded with MCB’s welcome event at the Commons Collective, where the theme of ‘the curious capital’ was brought to life with roaming entertainers, delicious food and beverages, and a welcome by the Minister for Sport, Tourism and Major Events Steve Dimopoulous and MCB Chief Executive Julia Swanson. MCB launched a new experience guide, ‘Uniquely Melbourne’, designed to inspire and empower event planners to create once-in-a-lifetime experiences for delegates in Melbourne and Victoria.

On Wednesday 3 December, the day began with a Melbourne-inspired breakfast at the sustainability-driven 1 Hotel Melbourne, with a welcome address from Lord Mayor of the City of Melbourne, Nicholas Reece, before attendees had the opportunity to explore more of Melbourne and regional Victoria during the destination showcase.

The event concluded with Tourism Australia’s grand gala dinner at the UNESCO World Heritage listed Royal Exhibition Building. Attendees continued to a range of post-famils in Melbourne, regional Victoria and beyond.

The entirety of the Australia Next event was certified carbon neutral by Climate Active, a rigorous carbon neutral certification for businesses.

“Melbourne and Victoria offer an extraordinary range of experiences that go beyond expectations for incentive program planners,” said MCB Chief Executive Julia Swanson. “From world-class dining and vibrant city culture to breathtaking regional landscapes and unique adventures, our destination delivers unforgettable moments that inspire and reward. We’re proud to showcase the diversity and creativity that make Melbourne and Victoria the ultimate choice for incentive programs.”

Click here to view images from the event.

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Media enquiries:

Emma Hall, Melbourne Convention Bureau

T +61 429 553 183 E [email protected]