Big business: $500m in corporate events coming to Brisbane

The corporate travel sector is set to inject up to $500 million into the Brisbane economy this year. Check out some of the biggest events.

After the grim years of lockdowns, travel bans and enough Skype and Zoom meetings to last a lifetime, businesses are again spreading their wings, with Brisbane witnessing an extraordinary renaissance in the lucrative corporate travel sector set to inject up to $500 million into the city’s economy in 2023.

Hundreds of thousands of delegates from across the world are expected to attend hundreds of conferences and business events throughout Brisbane this year.

It comes as the Brisbane Economic Development Agency prepares to send a team to Melbourne next week for the Asia Pacific Incentives Meetings Event (AIME) in a bid to lure even more major business events our way.

Tourism leaders see corporate travel as important cog in the industry because business travellers tend to spend more on hotels, restaurants and shopping than conventional holiday-makers.

The return of international conferences is driving the boom, with Brisbane’s raised profile as a future Olympic host city adding extra enticement for businesses to head our way.

Several high-profile health and science events are set for the state capital, while the Brisbane Truck Show alone is expected to bring 30,000 delegates to the city, injecting an estimated $27m into the economy.

The Brisbane Convention and Exhibition Centre has a jam-packed calendar while the RNA Showgrounds already has more bookings for corporate events than last year with talks underway to secure another 40, which would make a 50 per cent increase on last year.

Hotels across the city are also getting in on the action, while the Howard Smith Wharves is on track to double its business events tally from last year.

Brisbane Lord Mayor Adrian Schrinner said the strong interest from international event organisers demonstrated the city’s growing reputation as a business destination.

“Brisbane is already regarded as Australia’s lifestyle capital and now our reputation as a great place to stage big events is evolving rapidly,” he said.

“Our city already has a great range of precincts to visit like South Bank and Howard Smith Wharves and we’re adding to this through a $14 billion pipeline of city-shaping projects.

“Without a doubt, Brisbane’s status as the future host of the 2032 Olympic and Paralympic Games is a big part of the reason why so many event organisers are now turning to our city.”

Brisbane Lord Mayor Adrian Schrinner. Picture: Steve Pohlner

Anthony Ryan, CEO of the Brisbane Economic Development Agency which acts as the city’s convention bureau, said the return of international travel was helping the sector rebound.

“We are excited to welcome more international visitors back to Brisbane this year with a high portion of conferences drawing delegates from overseas,” he said.

“Brisbane is a world leader in science, health, technology, agriculture and sustainability which makes our city an attractive destination for the brightest minds in the world to come together.

“With an international spotlight on Brisbane, we will continue working closely with our industry partners, suppliers and all levels of government to leverage our city’s unstoppable momentum.”

Naomi Hussein and Steve Goodall enjoy working by the pool at the Sofitel Hotel while on business in Brisbane. Picture: Lachie Millard

The Sofitel Brisbane Central is among the venues making the most of the influx of business travellers after a $2m refurbishment of the hotel’s events space.

Howard Smith Wharves CEO Luke Fraser said signs were good after a “hugely challenging” period.

“Confidence was often very fragile and the Covid restrictions were some of the toughest … (but) with Brisbane’s profile now lifted on the global stage with the announcement of the 2032 Olympic and Paralympic Games, we’re definitely seeing an increased interest in interstate and international business looking to hold their events and conferences here,” he said.