Meetings & Events Development Pathway
Meetings and events are powerful drivers of visitation and economic growth, bringing people together for professional, educational, cultural, and social purposes.
Image: Tourism stakeholder workshop | Credit – Destination Southern NSW
In Southern NSW, these events range from team retreats hosting fewer than 10 people, community gatherings, multi-day conferences, incentive programs, and trade shows that can attract thousands of attendees.
Well-designed meetings and events create opportunities to:
- Showcase the region’s unique venues, landscapes, and culture
- Connect delegates with local food, wine, and creative experiences
- Generate high-yield visitation and extended stays
- Strengthen the region’s profile as a professional and desirable destination
Whether you are a venue operator, accommodation provider, tourism business, event planner, or local council, this pathway will help you develop visitor-ready meetings and events that reflect your regional identity and meet the expectations of organisers and delegates.
This development pathway will guide you through:
- Understanding the meetings and events market
- Preparing your venue, services, and experiences for event audiences
- Building partnerships with event organisers and industry networks
- Creating delegate experiences that extend beyond the event program
- Leveraging marketing channels and event listings to secure bookings
- Event sustainability, inclusion and legacy, including understanding when to retire your event
If you are new to tourism, we recommend completing the Start Here Pathway first to build your foundational business readiness.
Opportunities for Tourism Operators
The meetings and events sector offers high-value opportunities to:
- Attract corporate, association, and government delegates who typically spend more per day than leisure visitors
- Showcase regional products, food, wine, and cultural experiences to new audiences
- Drive midweek and off-peak visitation
- Build repeat visitation by converting delegates into leisure travellers
Operators working in this space can benefit from:
- Long lead times that allow for targeted marketing and planning
- Partnerships with event organisers, destination marketing bodies, and industry associations
- Access to funding, training, and promotional programs specific to the business events sector
By positioning yourself as part of the meetings and events ecosystem, you can unlock opportunities to connect with high-yield markets, generate consistent revenue streams and strengthen your role in the regional visitor economy.
Image: Southern Yarns networking event at Alpine Hotel in Cooma
Image: Snowtunes 2019 Jindabyne | Credit – Destination NSW
Understand the Demand
Delegates and organisers are increasingly seeking destinations that offer:
- Professional, well-equipped venues with reliable technology and catering options
- Authentic local experiences that can be integrated into event itineraries
- Sustainable, socially responsible, and culturally inclusive event practices
- Accessible transport, quality accommodation, and strong logistical support
Southern NSW’s proximity to Canberra, Sydney, and regional hubs makes it well-positioned to attract business events, particularly when combined with distinctive local experiences.
For foundational information on developing, promoting, and selling tourism products, visit the Start Here Pathway.
Destination NSW – Business Events NSW
The Development Pathways draw on content from Destination NSW’s Business Events NSW (BENSW) platform, which provides resources, tools, and promotional opportunities to support regional operators in attracting and delivering high-quality business events.
We acknowledge and credit Destination NSW for the relevant BENSW content that underpins the Meetings & Events Development Pathway.
For more information and to access the full suite of Business Events NSW resources, please visit the Business Events NSW website.
Phase
Understanding the Events Landscape
Explore Phase →
Becoming Event-Ready
Explore Phase →
Designing Visitor & Community Experiences
Explore Phase →
Marketing & Promotion
Explore Phase →
Sustainability, Inclusion & Legacy
Explore Phase →
Resources & Support
Explore Phase →
