Business Events Australia发布2026 CDP研究：AI搜索与可持续成商务会奖目的地决策主因

Artificial intelligence (AI) and sustainability credentials have emerged as primary drivers in global destination selection for business events, according to new research released by Business Events Australia, a specialist unit of Tourism Australia.

The annual 2026 Business Events Consumer Demand Project (CDP) surveyed decision-makers across associations and corporate incentive sectors across key international markets between June and July 2026. The findings highlight shifting search behaviours, strong appetite for longhaul travel, and Australia’s positioning in the global events market.

The research indicates that the path to destination selection is increasingly AI-assisted. Two-thirds (66%) of corporate incentive decision-makers and 51% of association planners now utilise AI platforms for destination inspiration – outpacing leisure travelers (35%). In response, Tourism Australia has prioritised digital search discoverability within its broader strategy.

“With more planners using AI platforms to search for destination information as part of the planning process, we need to ensure Australia is properly represented when the AI systems are giving the answer,” said Sally Cope, executive manager of industry & Business Events at Tourism Australia. “That means accurate, structured, authoritative information about Australian business events experiences, venues, and operators, so the machines reading it get us right.”

Sustainability credentials also continue to gain significant weight in decision-making. Eighty-one per cent of incentive planners (up 5% year-on-year) and 77% of association planners (up 13% year-on-year) ranked sustainability as a key destination driver. In comparative rankings, Australia placed first among associations and second among incentive planners for strong sustainability credentials.

The findings follow Tourism Australia’s “Green is our Gold” initiative, designed to align the domestic industry around shared environmental, cultural, and community standards.

Beyond sustainability, Australia maintained top rankings for natural beauty, climate, and authentic First Nations experiences. Longhaul travel consideration is also recovering, with 67% of associations reporting increased consideration for long-haul destinations over the past 12 months. Currently, 51% of surveyed corporate incentive planners are considering Australia over the next two to four years, while nearly a quarter (23%) of association planners are actively planning an event in the country.

The data underscores the impact of first-hand experience on conversion rates. Association decision-makers who have previously attended a business event in Australia are significantly more likely to consider returning (59%) compared to those who have not visited (16%). A similar conversion pattern was noted among incentive planners (62% vs. 31%), while personal holiday visits to Australia yielded comparable conversion rates (56%).

Financial subvention also remains an important factor, with 84% of incentive planners and 75% of association planners reporting receipt of subvention funding for their largest recent event. Planners cited enhanced event quality, risk mitigation, and expanded delegate capacity as the primary benefits of financial support.

Since its launch in 2018, Business Events Australia’s Bid Fund Program has supported 234 international event wins valued at almost A$1.7 billion (US$1.2 billion), with the programme recently extended to support events through 2032.

The 2026 CDP research surveyed 162 associations across North America, the UK, and Europe, alongside 507 corporate incentive decision-makers across Asia-Pacific, North America, and Europe.