Home » TRAVEL EVENT NEWS » Australia Next 2027: Sydney Secured As Host For Landmark Incentive Showcase As Tourism Australia Resets Global Tourism Strategy Published on
December 17, 2025The official confirmation has been provided that the premier incentive showcase, Australia Next, is scheduled to make a highly anticipated return to Sydney in December 2027. This decision marks a significant milestone in the incentive strategy managed by Tourism Australia, signaling a transition back to a biennial cycle for the event. For the past three years, the showcase was held annually—taking place in Adelaide/Tarntanya in 2023, Cairns/Gimuy in 2024, and Melbourne/Narrm in 2025—to accelerate the recovery of the sector following global disruptions. By selecting New South Wales as the future host, a message of stability and long-term planning is being sent to the global business events community.Evolution of the National Incentive StrategyThe move to host the event every two years is described by Tourism Australia as a deliberate reset of its operational model. It is observed that the period of annual events was essential for rebuilding the pipeline of international leads, which are currently valued at hundreds of millions of dollars. As the immediate post-pandemic recovery goals are met, the focus is being redirected toward a sustainable, high-yield model. This strategic pivot ensures that the industry is not merely chasing volume but is instead cultivating high-quality connections with international planners who can deliver substantial economic impact over the long term.Advertisement Sydney’s First Showcase in Over a DecadeIt is noted that by the time the event arrives in 2027, sixteen years will have passed since Sydney last hosted this specific international incentive gathering. The city is being positioned as a vastly different destination compared to its previous iteration as a host. Significant investments in infrastructure and the arrival of luxury hospitality brands have reshaped the urban landscape. It is suggested that the 2027 event will provide a platform for Business Events Sydney to display an entirely fresh portfolio of experiences, ensuring that even frequent visitors to Australia find something novel and compelling within the harbor city.Impact of New Infrastructure and AccessibilityThe timing of the 2027 event is viewed as particularly fortuitous due to the expected operational status of the Western Sydney International (Nancy-Bird Walton) Airport. The expansion of air capacity and the introduction of 24-hour flight operations are expected to enhance the ease with which international delegates can access the region. Furthermore, the development of the new Sydney Fish Market and the introduction of high-end accommodations, such as the Waldorf Astoria, are cited as key elements that will bolster the city’s appeal. These developments are seen as critical components in maintaining a competitive edge against other global business hubs.Strengthening the Global PipelineThe success of the …
