Identifying Your Place in the Market
The meetings and events sector is broad, with different segments having distinct needs and expectations.
Knowing where your strengths lie and how to communicate them effectively is essential for attracting the right business opportunities.
Common segments include:
- Conferences & conventions – Often led by associations, government, or professional networks, attracting hundreds of delegates with formal programs and networking opportunities.
- Corporate meetings & retreats – Smaller, high-value groups looking for privacy, productivity, and memorable experiences.
- Incentive travel – Reward programs designed to inspire and recognise employees or clients, often featuring premium, unique, or luxury experiences.
- Community events – Regional gatherings, award ceremonies, and festivals that require professional-level facilities and services.
Key success factors:
- Identify the types of events your business or destination is best suited to.
- Understand that lead times vary; some events are booked years in advance, others within months.
- Research event calendars to align your offer with industry cycles.
Explore the resources below to discover resources to help you identify your place in the market.
In this section
Industry Bodies & Networks
Industry bodies and networks serve as the gateway to decision-makers, valuable insights, and promotional opportunities in the meetings and events sector. They help you connect with organisers, learn from industry leaders, and stay up to date with best practices.
Why they matter:
- Host trade shows, networking events, and familiarisation tours.
- Offer education programs and professional development.
- Publish market insights and research that inform business decisions.
Key examples:
- Business Events NSW (BENSW) – Destination NSW’s dedicated platform for showcasing regional venues and suppliers to event organisers. Planners can search for and shortlist venues, submit tailored enquiries, and access support from the Regional Conferencing Unit to deliver professional events. For Southern NSW, BENSW highlights distinctive venues, food and wine, and cultural experiences that can be integrated into programs, making it a valuable channel for visibility.
- Business Events Australia – Tourism Australia’s specialist unit for promoting Australia as a leading global destination for business events. It connects operators with domestic and international organisers through marketing campaigns, incentive showcases, trade shows, and research. BEA also provides market insights that help operators understand delegate trends and position competitively.
- Australian Business Events Association (ABEA) – The peak industry body representing the Australian business events sector. ABEA provides advocacy, professional standards, research, and development opportunities. It unites operators, venues, and suppliers under one national voice, ensuring industry needs are represented to the government and stakeholders.
Practical tips:
- Join a relevant industry body to build credibility and visibility.
- Attend networking events and trade shows such as AIME (Asia Pacific Incentives and Meetings Event).
- Subscribe to industry newsletters to stay ahead of trends and opportunities.
Tracking Trends
Keeping pace with industry trends allows you to position your product or service where demand is growing. Shifts in work culture, travel behaviour, and technology are shaping how organisers and delegates make decisions.
Current trends to watch:
- Sustainability – Organisers increasingly expect venues and suppliers to demonstrate clear sustainability practices, such as waste reduction, local sourcing, and carbon offsetting options.
- Wellness integration – Delegates value healthy catering, wellness activities, mindfulness breaks, and access to outdoor spaces.
- Hybrid events – Combining in-person and virtual attendance is now a standard expectation rather than a niche offering.
- Experience-driven programs – Planners are seeking memorable activities like cultural workshops, food and wine tours, and nature-based experiences to enhance delegate satisfaction.
Why this matters for operators:
Aligning your offer with these trends can provide a competitive edge. Organisers want suppliers who can demonstrate forward-thinking and responsiveness to the needs of delegates.
Practical tips:
- Incorporate a trend-driven element (e.g., a wellness activity, eco-certification, or hybrid-ready facilities).
- Promote these features clearly in your proposals and marketing.
- Monitor industry reports such as Business Events Australia’s Market Insights to identify emerging opportunities.
Regional Strengths
Southern NSW offers a diverse range of strengths that make it an attractive destination for and community events. Highlighting these advantages in bids, proposals, and marketing materials can help differentiate the region from competitors.
Key strengths include:
- Scenic and unique venues – From historic estates and rural retreats to coastal resorts and regional showgrounds.
- Culinary appeal – Access to award-winning wineries, fresh produce, and local chefs who showcase regional flavours.
- Cultural and heritage experiences – Indigenous cultural tours, heritage walks, arts festivals, and creative workshops that bring authenticity to event programs.
- Accessibility – Strong road and rail connections to Sydney and Melbourne, supported by regional airports that provide access across NSW and beyond.
Why it matters:
Emphasising regional identity and distinctive strengths helps position Southern NSW as both practical and memorable.
Practical tips:
- Develop marketing collateral that highlights your unique selling points with high-quality images, testimonials, and awards.
- Partner with local operators to create bundled packages (e.g., conference + wine trail experience).
- Use regional assets as “wow factors” in proposals and Request for Proposal responses.
Resources
- Local Government NSW
Local Government NSW (LGNSW) provides guidance for councils and community stakeholders on managing planning and heritage issues across the state. This resource includes updates on heritage conservation policy, planning reforms, and local heritage funding programs. It’s a valuable reference for tourism operators seeking to understand how heritage protections and planning instruments may influence the activation of heritage buildings, streetscapes, or community spaces.
- Local Council Heritage Registers
Many local councils maintain heritage registers and offer small grants or advisory services for heritage property owners or community groups. These registers help identify buildings, sites, or precincts that may support heritage-based tourism experiences. Contact your local council or search their website under ‘heritage’ or ‘local environment plan’.
- NSW Public Library Network – Local Studies Collections
Regional libraries often maintain valuable collections of oral histories, historical newspapers, family records, and local studies materials that can support tourism storytelling projects. Libraries may also partner on events, talks, and interpretation.
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