Australia Ranks Highly for Sustainable Business Events as AI Reshapes Destination Choices

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Australia Ranks Highly for Sustainable Business Events as AI Reshapes Destination Choices, according to new Tourism Australia research. The findings reveal how artificial intelligence, environmental responsibility and memorable experiences influence international event planners. Australia’s strong sustainability credentials and natural attractions are strengthening its position in the competitive global business events market.

Australia Strengthens Its Global Business Events Appeal as AI and Sustainability Influence Event Planning

Australia is strengthening its position as a leading international business events destination, with new research from Tourism Australia highlighting the growing influence of artificial intelligence, sustainability and destination experiences on event planning decisions.

The 2026 Business Events Consumer Demand Project, conducted by Tourism Australia’s specialist unit, Business Events Australia, examines how international associations and corporate incentive planners evaluate destinations, select venues and identify opportunities for future events.

The findings show that Australia performs strongly against competing destinations, particularly for its natural environment, authentic First Nations experiences and sustainability credentials.

However, the research also identifies an important shift in how international event organisers discover destinations, with AI-powered platforms becoming increasingly influential during the planning process.

AI Platforms Transform Business Events Destination Research

Artificial intelligence is changing how international meeting planners research destinations and assess potential event locations.

According to the study, 66% of corporate incentive decision makers and 51% of association decision makers now use AI platforms for destination inspiration.

By comparison, Tourism Australia’s separate leisure travel research indicates that 35% of leisure travellers use AI for similar purposes.

The difference highlights the growing importance of digital visibility for convention bureaux, hotels, conference venues and destination management organisations.

Sally Cope, Tourism Australia’s Executive General Manager of Industry & Business Events, said destination information must be accessible to both human audiences and AI systems.

“With more planners using AI platforms to search for destination information as part of the planning process, we need to ensure Australia is properly represented when the AI systems are giving the answer,” Cope said.

Tourism Australia has identified improving discoverability through AI-powered platforms as one of four immediate priorities under its Tourism 2035 strategy.

Australia’s Natural Attractions Strengthen Its Competitive Position

Australia’s destination appeal remains a significant advantage in attracting international conferences, association meetings and corporate incentive programmes.

The research ranks Australia first among competitor destinations for associations and second for incentives on experiential attributes, including natural beauty, appealing climate and authentic First Nations experiences.

These strengths provide opportunities for event organisers to combine professional programmes with cultural activities, outdoor experiences and destination exploration.

Interest in long-haul business events is also recovering.

Approximately 67% of association decision makers reported increased consideration of long-haul destinations during the previous 12 months.

Meanwhile, 51% of corporate incentive decision makers are considering Australia for programmes within the next two to four years.

Nearly 23% of association decision makers are actively planning events in Australia.

Previous Visits Help Convert Interest into Future Events

Firsthand destination experience remains an important influence on future business events decisions.

Among association planners who previously attended an event in Australia, 59% would consider the destination again, compared with 16% of those without equivalent experience.

For corporate incentive decision makers, the respective figures are 62% and 31%.

Personal leisure visits also influence destination perceptions, with the research identifying a 56% consideration figure among incentive decision makers with previous holiday experience in Australia.

Tourism Australia says its familiarisation programmes help convert destination awareness into confirmed business opportunities.

Recent incentive showcase events in Cairns and Melbourne have generated event leads subsequently converted into an estimated $37 million in economic value.

Sustainability Becomes a Major Destination Selection Factor

Environmental responsibility is emerging as an increasingly important consideration for international business events.

The research found that 81% of incentive decision makers consider sustainability credentials significant when selecting destinations, representing a five-percentage-point annual increase.

Among association decision makers, the proportion reached 77%, rising by 13 percentage points.

Australia ranked first for associations and second for incentives on strong sustainability credentials.

These findings support Tourism Australia’s recently launched Green is our Gold initiative, which encourages tourism and business events operators to adopt a shared commitment to environmentally and culturally responsible visitor experiences.

Event Funding Supports Australia’s International Competitiveness

Financial support also influences destination decisions.

The study found that 84% of incentive decision makers and 75% of association decision makers received subvention funding for their largest recent events.

Such funding can improve delegate experiences, reduce financial exposure and help organisers accommodate larger groups.

Since 2018, Business Events Australia’s Bid Fund Program has supported 234 international event wins, collectively worth an estimated $1.65 billion.

The programme has been extended to support eligible events through 2032, strengthening Australia’s ability to compete for future international meetings and incentive programmes.

Research Covers Major International Business Events Markets

Tourism Australia’s findings are based on research conducted between June and July 2026.

The survey involved 162 association decision makers across North America, the United Kingdom and Europe, alongside 507 corporate incentive decision makers from markets including Greater China, India, Southeast Asia, Japan, South Korea and New Zealand.

The results provide an international perspective on changing destination preferences and underline the importance of combining technology, sustainability and memorable experiences in business events marketing.

Tourism Australia’s latest research demonstrates how AI, sustainability and destination experiences are reshaping international business events. Strong environmental credentials, established funding programmes and growing long-haul travel interest position Australia competitively. Continued investment in digital discoverability, industry collaboration and authentic visitor experiences could support future international event growth and economic benefits.