To better understand client and stakeholder perspectives in order to guide strategic planning efforts, Business Events Sydney tasked us with developing a Destination Scenario Model and Assessment for the iconic city.


Australia’s global city, Sydney is a beacon for leaders, thinkers and innovators from around the world – everything that’s needed to connect, inspire real progress and build long-lasting relationships. Business Events Sydney has been an industry leader in utilizing the city’s vast knowledge networks to attract business events to the destination. In order to better understand client and stakeholder perceptions of the destination, the organization approach us to conduct an assessment and scenario analysis.


In consultation with the client, we developed a customized DestinationNEXT Assessment for the city. The survey was pushed out to key industry and community leaders and more than 150 responses were received. Particular focus was also given to business events clients, including association and incentive planners to understand their perception of the destination. Workshops were then held to share the results and discuss key issues and opportunities.


Unsurprisingly, as an iconic global destination, the scenario model placed Sydney in the Trailblazers scenario, with above average destination strength and community support. The assessment did highlight areas of improvement, however, notably in the areas of air access, technology and innovation, hotel capacity, workforce development and resident satisfaction.

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