"It’s got to be Sydney," says bureau

Latest campaign seeks to woo business visitors back, because "Zoom meetings only get you so far".

In-person meetings still the most effective way to communicate and win business, says BESydney.
In-person meetings still the most effective way to communicate and win business, says BESydney.

In a bid to regain a foothold in its once lucrative business events sector, 'It’s got to be Sydney' marks Business Events Sydney's (BESydney) latest campaign to attract delegates back to the harbour city.

The plan is to put Sydney in the spotlight as the top Australian destination for business meetings, conferences and exhibitions, with a focus on the domestic market.

Backed by the NSW Government, the tourism industry, and led by BESydney, the campaign underscores the urgency to rebuild Australia's ailing business events sector, reeling from a AUD $36 million (US$25.6 million) blow due to the pandemic.

"With Covid-19 impacting our industry hard, we’re lending our business event promotion and acquisition expertise to help our industry fight for the state’s major share in the country’s previously vibrant domestic business events calendar," said BESydney CEO, Lyn Lewis-Smith.

In better days, domestic and international business visitors to Sydney and NSW spent an average AUD$222 per night, nearly double the amount of overnight leisure visitors.

"It’s now crucial for the business community to be able to get back on its feet, to collaborate, share ideas and do business in person once again and we’re working hard to provide as many opportunities as possible to achieve just that. Zoom meetings only get you so far," said Stuart Ayres, Minister for Jobs, Investment, Tourism and Western Sydney.

And as the government continues to ease restrictions across a range of venue categories, the minister at the campaign launch urged local businesses to begin planning their meetings and events for 2021.

Ayres added that 'It’s got to be Sydney' will showcase the city's "unique combination of culture, creativity and commercial strengths and it will build awareness about the opportunities for businesses to meet in our city and state".