In our latest episode of The Conference Collective, we had the privilege of sitting down with Kelly Maynard, General Manager of Business Events at Tourism Australia. Kelly is a powerhouse in the industry, combining a wealth of experience in event management with a strategic focus on bringing international events to Australian shores. Her passion? Selling Australia to the world-and she’s very good at it.
Kelly’s journey into the world of events is a familiar one for many in our industry: starting out in hospitality, dabbling in travel, and then falling head-first into the exciting world of events. With career highlights spanning from working on the Sydney Olympics to a stint in Shanghai during the Beijing Olympics, she brings a truly global perspective. But it was a maternity leave contract at Tourism Australia that sparked her love for destination marketing-and led her to a permanent role promoting Australia as a top-tier location for business events.
One of the core themes in our chat was just how desirable Australia is as a destination. From Sydney’s iconic Harbour Bridge and Opera House to the Great Barrier Reef, Uluru and world-class food and wine experiences, we’re uniquely positioned to attract business events that also feel like once-in-a-lifetime holidays.
Kelly highlighted that Australia’s “bucket list” appeal drives not only attendance at international events but also inspires delegates to extend their stay, explore more destinations, and bring partners and family along. It’s no surprise that business events delegates spend up to 70% more per night than leisure travellers.
As Kelly noted, what keeps delegates coming back is the combination of a strong program and a world-class delivery-something Australia consistently offers. From staging and lighting to seamless hybrid and virtual setups, strong technical event production underpins the delegate experience.
With business events contributing over $36 billion to the Australian economy pre-COVID, this sector is more than a niche-it's an economic powerhouse. Kelly noted that while international visitor numbers are sitting just under 80% of pre-COVID levels, delegate spend has already surpassed previous benchmarks. The appetite to return-and spend-is strong.
This kind of high-impact tourism also raises the bar for delivery. Whether it’s managing large-scale plenary sessions, creating immersive audiovisual environments, or supporting multilingual content delivery, there’s growing demand for production partners who can help elevate events to an international standard.
Tourism Australia is not just about marketing to global audiences-they’re also looking to industry for content and collaboration. Whether you’re an AV provider with a new tech solution (👋 that’s us), a venue with a sustainability story, or a PCO delivering creative events, Kelly and her team are eager to share your stories.
Their Australia Next digital magazine and Australia Innovates video series are just two platforms showcasing innovation and inspiration from across the country. Plus, their Advance Program offers funding support for campaigns that help attract more delegates to international events in Australia.
If you’re delivering innovative solutions for business events-like we do at Connected Event Group with custom LED installations, branded digital lecterns, mobile studios, and hybrid event platforms-there’s a growing appetite for new ideas and case studies that showcase how Australia leads the way.
Sustainability has gone from a “nice to have” to a non-negotiable. According to Kelly, international clients now expect destinations to demonstrate sustainable practices. From electric buses in Cairns to free inner-city transport in Melbourne, Australia is leading by example. And it’s not just about being green-corporate social responsibility is gaining traction too. Think bike-building charity events, cooking for food banks, or Indigenous cultural experiences that leave a positive impact.
At Connected Event Group, we’re proud to play our part by offering energy-efficient AV systems, reusable set designs, and technical solutions that reduce waste without compromising on quality.
With the Brisbane Olympics on the horizon and major international events returning faster than expected, Kelly believes the Australian industry is in a sweet spot. But the key to staying competitive? Collaboration.
“We need to get Australia on the map first-then the destination,” she says. That means suppliers, organisers, venues, and governments working together, even as competitors, to elevate the whole country as a business event powerhouse.
It’s something we see firsthand when working with international clients-whether we’re supporting a live broadcast from a rainforest installation, managing tech at a large-scale conference, or designing a pop-up studio for remote keynote recordings. It’s not just about AV-it’s about delivering memorable experiences with global impact.
If you’re in the events industry and looking to make a global impact, Kelly’s message is clear: Australia is ready, the world is watching, and there’s never been a better time to showcase what we can do.
🎧 Listen to the full episode with Kelly Maynard on The Conference Collective, brought to you by the PCO Association and hosted by Libbie Ray from Connected Event Group.
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