After attending Australia Next in Melbourne in early December, Meetings Today had the chance to check in with Tourism Australia Managing Director Robin Mack on what’s new in the Land Down Under, from hotels and restaurants to group “impact” activities, and get his perspective on what makes this trending incentive destination one worth traveling for.
Meetings Today: How does Australia market itself as a destination worth traveling the longer distance to get to, especially for North American buyers and qualifiers?
Robin Mack: We market Australia as an aspirational destination and the ultimate reward in itself—an incredibly diverse destination with warm and welcoming people.
From the beach to the bush, endemic wildlife and the oldest living culture on Earth, Australia’s unique blend of landscapes and experiences offers delegates a trip like nowhere else.
Australia’s value proposition provides cost-certainty that can outweigh long-haul hesitation. Examples of this include a culture of no tipping and all taxes included.
Does Australia have any new hotels in the pipeline? What new and renovated property news is there to know?
Australia's accommodation pipeline remains strong, with a focus on luxury and boutique hotels. It’s projected almost 6,000 new rooms will open in the next two years, with 60% classified as luxury.
Notably, Sydney’s first luxury hotel to be positioned directly opposite Sydney’s Coogee Beach, the InterContinental Coogee has just opened its doors, and the highly anticipated Waldorf Astoria overlooking Sydney Harbour and The St. Regis Gold Coast are both set to launch in 2027. Popular hotel brands like 1 Hotel Melbourne, Mondrian Gold Coast and 25hours Hotel Sydney also made their debut in Australia last year.
[Related: Tourism Australia’s Signature Incentive Showcase Shows Off Melbourne]
What are some new restaurants and group dining experiences?
There are a number of spectacular dining experiences here in Melbourne. New openings of note include From Here by Mike at 1 Hotel Melbourne, which champions a low-waste, provenance-driven ethos; and Yiaga, an exciting new fine-dining restaurant opening in Melbourne’s Fitzroy Gardens from the chef of Vue du Monde.
Across Australia, new openings catering to groups include the highly anticipated redevelopment of the Sydney Fish Market, a wave of new restaurants in Brisbane opening alongside the Queen’s Wharf precinct and, in Tasmania’s capital Hobart, a new Cellar Door & Restaurant inside the MACq 01 Hotel, which delivers an elevated whisky and dining experience with stunning harbor views.
What lesser-known destinations in Australia should North American buyers consider looking into?
With more direct flight options from the U.S. into Australia’s major gateways, it’s never been easier to take a step further to a variety of regions. For example, with United’s new nonstop service from San Francisco to Adelaide, groups can experience Adelaide City and nearby Kangaroo Island, offering wellness retreats and nature immersion.
Hobart, on the island state of Tasmania, which is just over an hour's flight south of Melbourne, is a fantastic destination for groups seeking memorable encounters with wildlife or locally sourced dining experiences—as our North American hosted buyers would have experienced firsthand on their Australia Next post-fam.
What CSR opportunities have become popular in incentive programs?
CSR has evolved into “impact” activities that seamlessly blend social responsibility with teambuilding, and Australia has a fantastic breadth of experiences awaiting incentive travelers.
Popular options in Australia often revolve around environmental conservation, like citizen science projects on the Great Barrier Reef or social enterprise dining initiatives like Oz Harvest’s Cook for a Cause. These activities are not only fun and memorable, but they allow incentive groups to leave a genuine, positive legacy on the host destination.
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