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.

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Brisbane lands Flight Centre's Global Gathering

Brisbane lands Flight Centre's Global Gathering

Brisbane has been selected to host one of the world's largest travel industry conferences, bringing a (AUD) $7 million economic boost.

Expert reveals UK's top 7 steam railway journeys

Expert reveals UK's top 7 steam railway journeys

Vintage trains in Scotland, England and Wales all make the list, offering groups a quirky and luxurious way to travel.

10 destinations to reach without flying

10 destinations to reach without flying

A list of places that can be reached using greener alternatives to air travel.

Business traveller habits revealed in new research

Business traveller habits revealed in new research

Smartphones are having a significant impact on business travel, according to a CWT poll.

The rise of the 'super incentive'

The rise of the 'super incentive'

In a crowded market, a new level of incentive trip can make you stand out from the crowd, says TAG's Sam Robson.

'Stress and burnout' are challenges we need to tackle

'Stress and burnout' are challenges we need to tackle

Event Concept's Jo Higgs explains why looking after your people is so important and how training mental health first-aiders could help.

Case study: Leon Winter Award Celebration

Case study: Leon Winter Award Celebration

The event at Hawker House in London tied in perfectly with the fast-food chain's innovative approach.

Events budgets rose in second-quarter, says Bellwether Report

Events budgets rose in second-quarter, says Bellwether Report

While wider marketing budgets flatlined in the second quarter of 2019, events bucked the trend.

Seven Events welcomes two new faces

Seven Events welcomes two new faces

Agency brings in client development manager and event executive to London and Birmingham offices.

How sustainable do UK delegates want to be?

How sustainable do UK delegates want to be?

Survey reveals how concerned Brits really are about their environmental impact when travelling overseas.

LATEST JOBS