Venues and experiences across regional NSW took centre stage at Destination NSW’s annual Business Events NSW Showcase, reinforcing the state’s position as Australia’s number one regional destination for business events.

The business events sector has been identified as a key growth priority in the NSW Government’s NSW Visitor Economy Strategy Review, delivering high-value visitors who stay longer, spend more and create year-round demand for accommodation, venues and visitor experiences across the state.

In 2024 alone, regional NSW welcomed 3.2 million business event visitors who contributed an estimated $1.8 billion to the state’s visitor economy. 

The Business Events NSW Showcase also unveiled Destination NSW’s refreshed ‘Feel New’ positioning for business events, built around the banner: ‘Corporate events that feel anything but’. The positioning reframes NSW as a destination for immersive, authentic and experience-rich business events, offering a compelling alternative to traditional business event formats.

More than 50 regional NSW operators and destination representatives showcased their offerings to 200 business event and corporate group travel buyers, planners and media – highlighting the state’s incredible depth and diversity from the coast to the country and outback.

Destination NSW CEO Karen Jones said: “Regional NSW is leading the way when it comes to experience-driven business events. The Business Events NSW Showcase shone a spotlight on the extraordinary people, places and experiences that make our regions such compelling event destinations.

“Planners today are seeking more than venues—they’re looking for connection, creativity and meaning. That’s exactly what regional NSW delivers, and this showcase is about helping buyers discover what’s possible.”

Sanofi Events and Engagement Lead – South Korea and Australia/New Zealand Rebecca March said: “It was great to have the opportunity to experience so many destinations and experiences under one roof at the Business Events NSW Showcase.

“The connections I have made will be invaluable and it was exciting to meet so many operators in person.

“I’ve learned, for example, there’s a beautiful pearl farm in the Hawkesbury River, which will be a wonderful location for team-building events. That’s an experience I wouldn’t necessarily find on Google.”

Attendees experienced the best of regional NSW through a curated program of tastings, immersive zones and interactive sessions including:

• A ‘NSW Experience Zone’ featuring Matt Hall Racing, Sand Dune Adventures, Balloon Aloft and Valley Outdoors
• Tastings of native foods from Indigiearth and produce from Tropical Fruit World
• Spirits and storytelling at the ‘Spirit of NSW’ bar, featuring Husk Distillers, Earp Distilling Co and Millsheds Distillery
• Wine blending and tastings with McCaffrey’s Estate, Printhie Wines and PepperGreen Estate in the ‘NSW Wine Region Zone’
• Destination insights from regions spanning the Tweed to Albury.

Indigiearth founder Sharon Winsor said: “The business events sector is evolving rapidly. In recent years we’ve seen rising demand from people wanting more than a meal – they’re seeking to engage with stories and understand where their food comes from.

“It’s so important to get involved in events such as the Business Events NSW Showcase, to be present, to be seen and to have the opportunity to introduce planners to our Australian native foods and cultural experiences.” 

Whether planning a board retreat, company offsite, client activation, incentive or multi-day conference, Destination NSW’s Business Events NSW program supports event planners and corporate group travel buyers with free, practical advice and connections to bring their visions to life.

Learn more at: www.bensw.com.au 

Photos supplied