‘New Sydney’ shines as a business events destination
“Sydney has a passion for work, life and play.”
Considered to be Australia’s leading tourism and events city – a city with beauty and brains – Sydney offers business and leisure travellers a unique experience.
Sydney has a passion for work, life and play. It is ranked the world’s #10 global business events destination, and holds the #2 position in the Asia Pacific region in the International Congress and Convention Association (ICCA) 2010 city rankings. Sydney is also classified as the #10 global city in the AT Kearney global cities index 2010. Adding to this raft of recognition, it was voted World’s Best Festivals and Events City for the second year running by the International Festival and Events Association, and in 2011 was yet again voted the World’s Best City by readers of Conde Nast Traveller.
New plans are on the drawing board and major projects are underway, such as the new 12-hectare Sydney International Convention, Exhibition and Entertainment Precinct, the Barangaroo redevelopment project, the refurbishment of The Star (formerly Star City Casino) – more than A$10 billion in new infrastructure for the city – just to name a few
The new NSW Government also hopes to spearhead further prosperity through its new agency Destination NSW; an amalgam of tourism and major events agencies, with a close alignment to Business Events Sydney. According to its new Chief Executive Officer (CEO), Sandra Chipchase this new momentum for Sydney is delivering unprecedented opportunity.
‘Destination NSW is charged with achieving the Government’s goal of doubling visitor expenditure by 2020. One of the key platforms for us in delivering that outcome is to assist Business Events Sydney in securing more business events (conventions, corporate meetings, incentive travel programs) for the State and of course to extend length of stay of delegates to explore more of what Sydney and NSW can offer visitors’.
Acting CEO of Business Events Sydney, Ms Lyn Lewis Smith concurs, ‘In Sydney and NSW we work hard to understand what’s important for business event owners. We know that strategy and relationships are key to successful international events that deliver long lasting legacies for all involved. In cities around the world participants, organisers, hosts, exhibitors and sponsors come together to build new relationships, create opportunities to collaborate and innovate, and
drive trade and investment’.
Australia is leading in the world in many areas of technology and innovation and New South Wales (NSW) is home to highly respected international thinkers, innovators, thought leaders, researchers and creators.
‘We’ve always known that the flow-on from business events is significant’, says Ms Lewis-Smith. ‘Our ‘Benefits Beyond Tourism – measuring the social legacy of business events’ research confirms that practicing professionals in the industry, exhibitors and sponsors, the host destination, the industry’s education sector and the wider community all benefit from these legacies and highlights the far-reaching impact of events. Business events help to drive innovation and productivity and in turn contribute to knowledge economies’.
Destination NSW says an example of leveraging existing events to drive additional business outcomes is the renowned Vivid Sydney event.
Ms. Chipchase comments, “Vivid Sydney provides a platform for creative industry events, to sell technology and products, exchange information and research at business seminars and at the same time provide entertainment for the public through a vibrant program of light, music and ideas. The festival brings visitors to Sydney from around Australia and the world. Events such as this show how a collaborative approach provides great opportunities for the city.”
Partnering with creative industries conferences and forums was a natural evolution for Vivid Sydney.
“Vivid is a forum for creative collaboration and recognises Sydney as a city where technology, commerce and art intersects. The Digital Economy is a key growth sector being targeted by the Government, so the synergies are multiple,” says Ms. Chipchase.
Creative business events held during the festival in 2011 included AMPlify, CeBIT Australia, Encore Live, Mumbrella360, SPARC International Lighting Event, and X Media Lab. The International Symposium of Electronic Arts will join the raft of Vivid Sydney activity in 2013.
Businesses are encouraged to adopt this approach, according to Ms. Lewis-Smith, ‘Events gain credibility and profile from these sorts of strategic alliances. Cooperative marketing helps to maximise budgets, reach a broad audience base, and improve not only event awareness, but also attendance. Increasingly we’re finding business events are being staged to coincide with activities, like Vivid Sydney, and other major events on the NSW Events Calendar. A strong natural fit in terms of alignment of content and commercial opportunity is invaluable’.
Business developments in Sydney are leading to increased trade programs, knowledge based economic clusters and the city has become a key player in the Asian marketplace. Destination NSW and Business Events Sydney intend to build on the city’s major sporting and events calendar and impressive array of international conventions to ensure a solid economic future for this truly international city.