Business Events
Image: Group attending conferencing event at Bangalay Dining, Shoalhaven Heads | Credit: Bangalay Dining and Business Events South Coast
Explore, prepare and grow in the business events market
Business events include meetings, conferences, incentive programs, corporate retreats, team experiences and professional gatherings.
They provide an opportunity for venues, accommodation providers, attractions, experience operators, hospitality businesses and local suppliers to reach visitors who often travel outside traditional leisure periods and require a range of services during their stay.
The Destination Sydney Surrounds South region offers a diverse mix of coastal locations, natural landscapes, regional towns, boutique accommodation, established venues and visitor experiences. Together, these provide strong foundations for business events that feel more connected, personal and experience-led.
Businesses do not need to be a traditional conference venue to participate. Accommodation providers, restaurants, transport operators, guides, attractions, producers, activity providers and creative suppliers can all form part of a business event program.
Where are you on the journey?
Some businesses are beginning to explore whether business events are a good fit.
Others may already host corporate groups but need clearer information, stronger sales materials or better visibility.
Established venues and suppliers may be looking for new partnerships, market opportunities, research or ways to strengthen their positioning.
The Business Events Pathway helps businesses identify their current stage and focus on the next most useful actions.
Destination Sydney Surrounds South can support businesses at any point in the pathway. The team can provide simple recommendations, review existing materials, connect businesses locally and help identify relevant Destination NSW programs and opportunities.
Business Events Pathway
Stage 1 – Explore the opportunity
Best suited to businesses that are curious about business events but are not sure where to begin.
Business events have different needs from general leisure visitors. Organisers and planners look for reliable information, clear inclusions, suitable facilities and confidence that the event can be delivered smoothly.
Consider
- What type of business event would suit the business?
- What group size could be hosted comfortably?
- Is the offer suited to meetings, retreats, conferences, incentive groups or team activities?
- What accommodation, food, transport or experiences are available nearby?
- What could make the experience different from a city-based event?
- Could the business support an event without being the primary venue?
A realistic starting point may be a small team retreat, group dining experience, off-site activity or meeting for 10 – 30 people rather than a large conference.
Ready for the next stage?
A business may be ready to progress when it understands:
- the type of group it wants to attract
- its comfortable group size
- the spaces, services or experiences it can provide
- any operational gaps that need to be addressed.
Helpful resources
Quick tips for working with the business events sector: A straightforward introduction to the sector and what businesses should consider when getting started.
Destination Sydney Surrounds South Business Events Checklist: A practical checklist to help businesses assess their current readiness and identify areas for improvement.
Business Events NSW: The main Destination NSW platform for regional business events information, venues, suppliers and industry opportunities.
Stage 2 – Prepare the offer
Best suited to businesses that can host groups but need to strengthen their information, processes or sales materials.
A good venue or experience needs to be presented in a way that is easy for an event planner to understand and purchase.
The aim is not to create a large brochure. It is to give planners the practical information they need to quickly decide whether the business suits their event.
Consider
- Create a clear business events fact sheet.
- Include capacities, layouts, timings and group limits.
- Explain catering, accommodation, parking, transport and accessibility.
- Confirm audiovisual, Wi-Fi and technical capabilities where relevant.
- Outline wet-weather and contingency arrangements.
- Add a dedicated meetings, groups or business events page to the website.
- Use images that show event layouts, group activities and real event experiences.
- Establish clear group booking terms, deposits and cancellation conditions.
- Nominate one person to manage business event enquiries.
- Decide how quickly enquiries and proposals will be acknowledged.
Information planners commonly need
- maximum and minimum capacities
- room dimensions and layouts
- accommodation inventory
- catering options and dietary support
- audio visual (AV) inclusions
- arrival and departure arrangements
- coach and vehicle access
- parking
- accessibility information
- nearby activities and off-site experiences
- sustainability initiatives
- contact details and response times.
Ready for the next stage?
A business may be ready to progress when it understands:
- a clearly defined group offer
- accurate capacity and facility information
- suitable event imagery
- clear group booking processes
- a direct business events contact
- basic sales collateral that can be shared quickly.
Helpful resources
Business Events NSW Industry Toolkit: A comprehensive guide covering market readiness, sales, marketing, operations and working with event planners.
Business events tools and templates: Practical templates and guidance to help businesses prepare briefs, proposals and other sales materials.
Stage 3 – Become visible and respond confidently
Best suited to businesses that are ready to attract enquiries and build relationships with planners and industry partners.
Business events are relationship driven. A listing or brochure may open the door, but clear communication, consistent follow-up and reliable delivery help build longer-term business.
Consider
- Create or update a free Business Events NSW supplier or venue listing.
- Ensure information is consistent across the listing and business website.
- Use current, high-quality images.
- Explain the business events offer clearly and avoid general leisure-focused wording.
- Develop a simple enquiry response and proposal template.
- Acknowledge enquiries promptly, even when a full proposal will take longer.
- Track leads, proposals, outcomes and follow-up actions.
- Build relationships with nearby venues, accommodation providers, transport operators and experiences.
- Identify ways to package complementary local services.
- Capture feedback and testimonials following each event.
Ready for the next stage?
A business may be ready to progress when it understands:
- has a complete and current Business Events NSW listing
- responds to enquiries consistently
- can provide a clear proposal and pricing
- understands which event types convert well
- has started developing relationships with planners and local partners.
Helpful resources
Create a free Business Events NSW listing: A free venue or supplier listing helps planners discover suitable regional businesses and understand what they offer.
Business Events NSW website: Businesses can review destination information, existing listings and examples of how regional venues and suppliers are presented.
Business Events NSW partnership opportunities: Current Destination NSW programs and partnership opportunities for eligible business events businesses.
Stage 4 – Refine, connect and grow
Best suited to established business events venues and suppliers seeking new market opportunities, partnerships, insights or stronger conversion.
At this stage, the focus shifts from basic readiness to evidence, relationships and targeted growth.
Consider
- Review which enquiries convert and which do not.
- Identify the most valuable event types, group sizes and lead sources.
- Develop short case studies showing event outcomes and delegate experiences.
- Refresh imagery and sales materials regularly.
- Refine packages around common planner requirements.
- Strengthen accessibility and sustainability information.
- Build relationships with conference organisers, event agencies and corporate planners.
- Monitor market research and changing buyer expectations.
- Participate selectively in trade events, showcases and partnership opportunities.
- Maintain regular, useful follow-up rather than relying on one-off introductions.
- Track repeat business, referrals, lead times and lost business.
Useful measures
- number and source of enquiries
- proposal conversion rate
- average group size
- average event value
- lead time
- regional and interstate attendance
- repeat business
- referrals
- reasons for lost business
- additional accommodation, dining and experience bookings generated.
Helpful resources
Destination NSW business events data and insights: Research and market information to help businesses understand performance, visitor behaviour and emerging opportunities.
Tourism Research Australia business events data: National information about the contribution and performance of business events within Australia’s visitor economy.
Business Events NSW partnership opportunities: Information about current promotional, trade and industry partnership opportunities.
Industry opportunites
Business events opportunities change throughout the year. Eligibility, participation costs and application dates should always be checked through Destination NSW.
Asia Pacific Incentives and Meetings Event – AIME
The Asia Pacific Incentives and Meetings Event, known as AIME, is a major annual business events trade show held in Melbourne.
It connects destinations, venues and suppliers with event planners, buyers and industry decision-makers through scheduled appointments, networking and professional development.
AIME 2027 will be held at the Melbourne Convention and Exhibition Centre from 15-17 February 2027.
Co-exhibiting with Destination NSW
Destination NSW provides eligible NSW businesses with the opportunity to express interest in joining its AIME stand.
Co-exhibitors can:
- meet qualified domestic and international buyers
- promote their venue, destination or service
- generate and follow up new leads
- strengthen relationships with planners and industry partners
- participate as part of the wider NSW business events offering.
During AIME 2026, more than 800 one-to-one appointments were held with qualified buyers at the Destination NSW stand.
Expressions of interest for AIME opportunities are generally promoted ahead of the event. Dates and requirements can change each year, so businesses should refer to Destination NSW for current information.
Helpful resources
AIME 2027 Destination NSW opportunity: View eligibility, the partner prospectus and current expression-of-interest details.
Destination NSW AIME page: A short overview of the NSW presence at AIME.
Official AIME website: Event information, exhibiting options and buyer programs.
Destination Sydney Surrounds South can help businesses consider whether AIME is the right fit and identify any preparation needed before applying.
Business Events NSW Showcase
The annual Business Events NSW Showcase brings regional NSW destinations, venues and experiences together with event planners, buyers and media.
The 2025 Showcase included more than 50 regional NSW operators and destination representatives and attracted approximately 200 buyers, planners and media. Regional NSW businesses were presented through destination storytelling, tastings, interactive experiences and direct industry conversations.
Businesses from the Destination Sydney Surrounds South region have used the Showcase to build awareness, create new relationships and demonstrate how venues and experiences can work together as part of a broader event program.
Participation opportunities may vary each year and are managed by Destination NSW.
Read about the Business Events NSW Showcase here.
Destination Sydney Surrounds South can help identify suitable regional businesses, prepare collaborative stories and support operators to make the most of relevant showcase opportunities.
Useful links for industry
Destination NSW delivers the Business Events NSW program to support and promote regional NSW as a business events destination. The program provides industry tools, free venue and supplier listings, market insights and opportunities for eligible businesses to participate in promotional and trade activities.
Businesses can access the following support:
Businesses seeking Destination NSW advice can also contact the Regional Conferencing team at [email protected].
DSSS Business Events Industry Support Program 2022
DSSS engaged the services of sector experts Mayvin Global to deliver an industry support program, designed to support skills development and the sharing of resources with operators that could leverage the benefits of business events, either directly or indirectly.
The program included development of the DSSS Business Events Checklist, a tailored mentor program and series of in-region workshops.
Watch in the video right ⇒
Read more in the project briefing here
Destination Sydney Surrounds South Business Events Checklist
Feedback from program participants
“I really enjoyed the day, and it was run very efficiently and learnt some more effective tools for conferencing. Thank you to you and the team. Look forward to catching up again soon hopefully. Also, a big thanks to Danielle my mentor she was absolutely brilliant. We really clicked!”
Mentee feedback
“This workshop was a fantastic introduction to the specific needs of business event planners and I walked away with ideas on how to adjust our offering to be more successful in this market.”
Workshop attendee
“A very well thought through workshop delivered in an easily understandable way. Great takeaways and tips to strengthen our
business’s position in the Business Events space.”
Workshop attendee
“Attending the education workshop was time well spent. It is hard for me to get away from my business… but stopping to listen from experts gave me time to reflect on where I need to focus on building the business going forward. Hearing from experts with a huge amount of experience in tourism was so valuable. Connecting with others in the local tourism industry who are also looking to build their businesses was also fabulous. Looking forward to more of the above opportunities. Thanks for the opportunity”
Workshop attendee
“The educational workshop and mentorship provided our business with valuable insights into the business event s sector, allowing us to design a marketing brochure, confidently connect with other businesses, and expand our business.”
Mentee feedback
“I am new to the events world, so I got a really good feel for what classes as a business event in the first place, the goals you set to achieve, and how to better prepare for and execute them.”
Workshop attendee
“Some really great take aways about communicating to Business Event clients, with official proposal documents and being clear and upfront about the venue, connectivity and setting expectations.”
Workshop attendee
Business event destinations in our region
Content acknowledgement
This pathway draws on resources and guidance provided through Destination NSW’s Business Events NSW program, including industry tools, templates, listing guidance, research and partnership opportunities.
Destination Sydney Surrounds South acknowledges and credits Destination NSW for the relevant Business Events NSW content and resources referenced throughout this page.
Last reviewed: July 2026