The New South Wales Government has unveiled its Visitor Economy Strategy 2035, setting an ambitious target of AU$91 billion in annual visitor expenditure and the creation of 150,000 additional jobs by 2035. At the heart of this vision is a clear recognition of the role international business events play in driving both economic and knowledge growth.
Business Events Sydney (BESydney) is already delivering on this agenda. In 2025 alone, the city will host 66 international events, attracting more than 46,000 delegates who will generate over 174,000 delegate days. This activity is expected to inject approximately AU$213 million into the state’s economy. Importantly, most of these delegates are first-time visitors to Sydney, expanding the city’s influence far beyond immediate economic returns. They contribute to building long-term networks, sparking collaborations, and strengthening Sydney’s reputation as a hub for knowledge and innovation.
The strategy emphasizes more than just scale; it calls for refreshed priorities to ensure that business events align with sectors offering the highest return for the state. It also seeks to broaden impact geographically, with a strong focus on Western Sydney and regional destinations such as Newcastle and Wollongong. Investment in infrastructure across these areas will ensure venues and facilities are prepared for future global demand.
For associations, this strategy underscores the critical role they play in shaping the future of industries through conventions and congresses. By aligning with Sydney’s priority sectors, associations can benefit from enhanced government support, stronger infrastructure, and a visitor economy eager to host world-class gatherings. In a global marketplace where destinations compete fiercely, Sydney is positioning itself as more than just a backdrop for events—it is presenting itself as a partner in legacy, growth, and long-term impact.
