Destination Guide: Australia

Sydney to target corporate market as convention bureau restructures

Sydney is set to target the corporate events market following the restructure and expansion of its convention bureau, Business Events Sydney (BESydney).

Sydney to target corporate market as convention bureau restructures
Sydney to target corporate market as convention bureau restructures

The bureau will have an additional seven full-time staff members from July, as part of its new business event strategy for Sydney and New South Wales (NSW) and ahead of the opening of its new convention centre.

Sydney International Convention, Exhibition and Entertainment Precinct (SICEEP) is set to open on 20 hectares in the CBD’s Darling Harbour in December 2016. It will replace the existing facilities, which will close in December 2013.

"We had a new government last March which has given us a new level of engagement across government," said Lyn Lewis-Smith, chief executive of BESydney. "We’ll go for small and medium events, going after the high-yield corporate market."

The new government is "very proactive, providing a significant injection of funding," she added, saying "The new strategy centres on targeted business development, high-yield corporate business, innovative conference marketing and destination marketing activity to strengthen Sydney’s and NSW’s global position."

The bureau’s strategy will include working with the Committee for Sydney, a board made up of CEOs appointed to help Sydney identify corporate event opportunities.

The organisation will consist of four teams focused on growing, securing, delivering and sustaining the business.

New appointments include Hannah Jamieson, who will join as general manager strategic marketing in June.

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