Tourism Australia’s signature incentives showcase will be renamed ‘Australia Next’ from 2024.
Tourism Australia MD Phillipa Harrison has just announced a rebranding of the organisation’s signature business events showcase, which from next year will be named Australia Next to better align with TA’s incentives magazine of the same name.
Harrison said the move followed a review of the events and the brand. “This event is going to remain the incredible showcase that it is, it’s not going to change in any way other than we are renaming it to Australia Next and we think that that alignment just works better in a competitive international market,” she told delegates during the closing event of Dreamtime 2023 at Adelaide’s Penfolds Estate this evening.
Normally running every two years, Australia Next will also ramp up its frequency with an additional gathering in Cairns in 2024, Harrison confirmed, resuming its bi-annual frequency from 2025.
“We want to supercharge this industry,” Harrison said.
More details in tomorrow’s issue of Travel Daily.