As the United States tightens its trade grip under the banner of “America First,” the ripple effects of new tariffs and protectionist policies are once again reverberating across global markets. While many nations scramble to recalibrate their economic strategies, Australia may find itself in an unexpectedly advantageous position – particularly in the business events, exhibitions, and conferencing sectors.

Under the re-emerging influence of Donald Trump and his tariff-heavy policies, doing business with or within the U.S. is increasingly being viewed as complex, unpredictable, and in some cases, prohibitively expensive. For international companies and associations seeking neutral, commercially viable ground, Australia’s geographic and economic profile suddenly looks more attractive.

This is a minefield and knowledge is key. As an example, I have beef cattle. On the initial tariff announcement the way Trump talked about beef cattle you could think we are screwed, dig deeper and you find around 96% of US beef is consumed within the country, and other countries who sell to the US will have tariffs of 20% plus, whilst for Australia it will be 10% (of course this could all change at any time)

A Safe Harbour in Turbulent Trade Waters

Australia offers a compelling mix: political stability, a high standard of infrastructure, and a reputation for professionalism and innovation in the events sector. Combine that with the U.S. trade war tension, and our once-perceived “tyranny of distance” becomes an asset rather than a liability.

For industries and companies looking to host or attend global exhibitions, without the risk of being entangled in geopolitics, Australia provides a neutral platform – one far removed from the complexities of U.S.-China friction or Europe’s internal struggles. In fact, our distance becomes a sort of commercial sanctuary, allowing deals and displays to proceed without the same level of scrutiny or disruption.

Furthermore, the Australian dollar’s relative softness makes us a cost-effective alternative for both exhibitors and attendees. When compared to skyrocketing venue, accommodation, and logistics costs in the U.S., Australia offers a surprising value-for-money proposition, without compromising on quality.

Trade Diversion = Opportunity

With U.S. tariffs raising costs for goods and services, global players are actively seeking alternative trade partners and destinations. Australia, with its strong ties to Asia-Pacific markets, educated workforce, and appetite for innovation, stands well-placed to soak up some of that diverted demand.

We’re already seeing shifts in interest from multinationals who might once have defaulted to the U.S. for flagship events. I understand a number of events in the US have large cancellations from international participating companies and attendees. With America potentially pricing itself out of reach, Australia becomes the obvious southern-hemisphere contender for regional conferences, product launches, and buyer-seller expos.

But It’s Not All Smooth Sailing

However, it would be naïve to think Australia is immune to the broader implications of a disrupted global economy.

Tariffs and retaliatory measures can increase the costs of imported equipment and materials needed for large-scale exhibitions. Supply chain uncertainties may also impact timelines and delivery reliability for international exhibitors. Furthermore, while Australia may be a neutral alternative, we are still economically intertwined with both the U.S. and China – any prolonged instability will have knock-on effects.

There’s also the issue of perception. While some may embrace Australia as a Plan B, others may still see our physical distance as a logistical hurdle – particularly in an era where sustainability and carbon footprints are front of mind. Flying in thousands of delegates has a different environmental weight compared to holding an event closer to large population centres.

Seizing the Moment

If Australia wants to capitalise on the shifting winds, the time is now. Governments, venues, and industry bodies must work together to market our nation not just a great alternative – but as the new first choice. That means offering incentives, simplifying visa processes, improving freight and customs efficiencies, and telling a clear story about why doing business here makes sense – now more than ever.

America may be retreating behind its tariff walls, but that doesn’t mean global commerce stops. It simply re-routes. If we’re smart, strategic, and united, Australia could stand to gain more than just a few extra bookings. We could redefine our global role in the business events economy – and in doing so, send a clear message to the world: when others build walls, we build welcome mats.