Australia’s Incentive Travel Boom: China and India Lead Surge in Melbourne, Far North Queensland, and Kangaroo Island for 2025

Published on December 3, 2025

Australia’s incentive travel sector is seeing an incredible resurgence, driven largely by the booming demand from Asia. As Tourism Australia launched its Australia Next 2025 event in Melbourne, it revealed the immense recovery of the sector, which contributes over A$4.2 billion annually to the national economy. Both China and India are playing key roles in this growth, surpassing pre-pandemic visitor levels, particularly for business events. This positive momentum positions Australia as a top destination for business and incentive travel in the coming years. With improved air connectivity and a strong focus on wellness, Australia is regaining its position as an attractive destination for international travelers.

Tourism Australia’s Push for Recovery Amidst Strong Asian Demand

Australia’s incentive travel sector is showing a remarkable recovery, led by strong interest from Asian markets. The Australia Next 2025 event, which took place in Melbourne, is a vital showcase designed to revitalize the industry. A large number of delegates from China and India attended the event, underscoring the importance of these markets to Australia’s travel recovery.

According to Tourism Australia, China is now surpassing its pre-pandemic visitor numbers, particularly for business events. This marks a significant milestone in Australia’s recovery strategy, which also includes attracting more leisure travelers from the region. Additionally, India’s tourism industry is experiencing a boom, with both leisure and incentive travel showing substantial growth.

The Economic Impact: A$4.2 Billion Annual Contribution

Tourism plays a crucial role in Australia’s economy, contributing over A$4.2 billion (around US$2.8 billion) annually to the visitor economy. The recovery of the incentive travel sector is vital to Australia’s growth, and the Australia Next 2025 event is designed to further amplify this impact.

By hosting this event in Melbourne, Tourism Australia aims to strengthen the nation’s position as a global leader in incentive travel. The event brought together 95 business event planners and 14 international media representatives, along with 138 Australian sellers. With about 70% of the delegates coming from Asia, the emphasis is on showcasing Australia’s potential to attract business events, conferences, and incentive travel from key markets.

Regional Destinations: The Rising Stars of Australia’s Travel Landscape

Australia’s regional destinations, including Far North Queensland, the Mornington Peninsula, and Kangaroo Island, are seeing an uptick in tourism thanks to improved aviation access and a growing demand for nature-based experiences. As international travelers seek wellness and restorative travel options, these regions are becoming hotspots for incentive programs.

The demand for wellness-based travel continues to rise, with planners seeking programs that combine corporate social responsibility (CSR) components, hands-on activities, and nature experiences. These factors align with the growing trend towards more meaningful and purposeful travel, where visitors are looking for ways to connect with local communities and the environment.

Melbourne’s Role in Showcasing Australia as a Premium Incentive Destination

This year marks Melbourne’s first time hosting Australia Next since 2013. Held at the Centrepiece at Melbourne Park, the event took place in one of the city’s most iconic and purpose-built venues, known for its proximity to the sports precinct. Following the event, delegates were given the chance to explore the city and nearby regions, reinforcing Melbourne’s appeal as a destination for business events and incentive travel.

The event was also accompanied by a Welcome Event at The Commons Collective, a heritage venue known for its beautiful gardens and Art Deco interiors, offering delegates a taste of Melbourne’s unique and creative style. This showcases the city’s vibrant culture and its suitability as a destination for incentive groups looking for something beyond the traditional business environment.

Key Insights for Incentive Planners and Travelers

For incentive planners, Australia’s competitive edge lies in its value proposition. The country offers favorable exchange rates and fewer hidden costs, such as the absence of gratuities and minimal additional charges on quoted prices. According to industry surveys, 64% of planners intend to increase their budgets in the coming years, signaling a growing appetite for incentive travel experiences in Australia.

For travelers, Australia’s focus on wellness and CSR-based travel experiences makes it a prime destination for those seeking both relaxation and meaningful engagement. The country’s growing network of regional destinations offers a wealth of activities, from eco-tourism to cultural immersion, ensuring that travelers can find something that aligns with their interests.

Melbourne’s Competitive Advantage in the Incentive Market

As the Melbourne Convention Bureau points out, the city’s ability to cater to both large-scale conferences and smaller incentive programs positions it as one of the best places for business events. With the launch of the Uniquely Melbourne Planner’s Guide, incentive planners now have access to a comprehensive resource designed to inspire and guide them in curating sustainable and immersive experiences for their clients.

Melbourne’s growth as an incentive destination is a direct result of its investments in infrastructure and its commitment to creating a tailored, high-quality experience for incentive travelers. This commitment is reflected in the growing number of international event planners who are looking to Melbourne and other Australian cities as destinations for business events.

What This Means for the Future of Australia’s Incentive Travel Industry

Australia’s incentive travel industry is on track for a strong recovery, with Asia playing a pivotal role. As China and India lead the charge, the sector is positioned to deliver significant economic benefits. With Australia’s focus on sustainable travel, wellness experiences, and CSR-based programs, it remains an attractive option for both incentive groups and leisure travelers.

As aviation access improves and new experiences continue to emerge, Australia’s diverse and dynamic tourism offerings ensure that it will remain a top destination for business events and incentive travel.

Travel Tips for Incentive Planners Heading to Australia

1. Explore Regional Destinations: Consider including destinations like Far North Queensland and Kangaroo Island in your incentive programs to offer travelers nature-based experiences.
2. Leverage Melbourne’s Uniquely Planner’s Guide: For planners, Melbourne’s Uniquely Melbourne Planner’s Guide offers excellent insights into sustainable and immersive activities.
3. Stay Ahead with Wellness: Integrate wellness travel into your incentive programs, focusing on restorative and purposeful activities.
4. Consider Australia’s Value Proposition: Take advantage of favorable exchange rates and competitive pricing, which make Australia an attractive destination for incentive programs.