BESydney

What BESydney does

BESydney (legal entity: Business Events Sydney Pty Ltd) is an independent, not-for-profit destination marketing organisation headquartered at Level 20, 100 William Street, Sydney NSW, Australia. It operates as a specialist bidding services organisation whose primary function is to identify, bid on, and secure international and domestic business events — association congresses, corporate meetings, and incentive travel programs — for Sydney. The organisation employs 51-100 staff and is supported by the NSW Government, the City of Sydney, and private sector partners, operating under governance of a board chaired by Professor Mary O'Kane AC with CEO Lyn Lewis-Smith.

The company's core service offering comprises three lines — Association Conferences, Corporate Meetings, and Incentive Events — augmented by a free Find a Supplier directory, the Sydney Meetings Fund (grants for qualifying groups of 75+ delegates), the BEGreen Sustainability Program (carbon offset co-funding for 2024-2026 events), a Social Impact Strategy aligned to seven UN SDG-related domains, a First Nations Engagement Guide, and a Global Ambassador network of senior business, academic, and government leaders. Operations run on a Salesforce-powered partner portal and Google Analytics/Ads stack; there is no proprietary AI or ML technology disclosed.

BESydney's business model is funded by government grants, City of Sydney contributions, and private sector partner support rather than per-event service fees. Revenue mechanics are: (a) direct B2B bidding engagement with international associations and corporate event planners; (b) the Global Ambassador network opening relationship channels to influence location decisions; (c) the Find a Supplier shortlisting tool channelling leads to 80+ Team Sydney partners; and (d) the Sydney Meetings Fund and BEGreen grants as competitive-bid incentives. Customers span nonprofit/NGO associations (healthcare, gender advocacy, science), enterprise corporate accounts (Sinyi Realty Taiwan, Diana Japan), and government-funded event programs, with a forward pipeline of 115 business events to 2030 representing >$562M in direct expenditure to the NSW economy.

Name

BESydney

Legal name

Business Events Sydney Pty Ltd

Website

https://besydney.com.au

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

BESydney is an independent, not-for-profit destination marketing organisation that bids for and secures international association conferences, corporate meetings, and incentive events for Sydney, supported by the NSW Government, City of Sydney, and 80+ private sector partners.

Ownership category

akta.pro rank

Product category

Destination Marketing Services

NAICS

Convention and Visitors Bureaus (561591), Convention and Trade Show Organizers (561920)

SIC

Services-Membership Organizations (8600), Services-Management Services (8741)

akta.pro primary industry

Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)

akta.pro secondary industries

Sports & Active Incentives (Golf, Ski, Sailing, Adventure) (THAHADAJ), Group Accommodation Sourcing & Contracting (Room Blocks, Allotments) (THAHADAD), Experiential & Cultural Programming (Tours, Activities, CSR/Voluntourism) (THAHADAF)

Keywords

• Destination marketing services
• Business event bidding
• Conference procurement
• Corporate meeting planning
• Incentive travel services

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Government and Private Sector Support: BESydney is an independent, not for profit organisation supported by NSW Government, City of Sydney and the private sector. Revenue is derived from government funding and private sector contributions rather than direct service fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

BESydney is an independent, not-for-profit destination marketing organization that bids on, secures, and facilitates international and domestic business events for Sydney across three service lines: Association Conferences, Corporate Meetings, and Incentive Events. It connects event organizers with its 80+ partner "Team Sydney" supplier network (venues, hotels, PCOs, attractions, transport), administers the Sydney Meetings Fund grants for qualifying groups of 75+, and provides advisory programs covering social impact, sustainability (BEGreen), and First Nations cultural engagement.

Product overview

BESydney (Business Events Sydney) is an independent, not-for-profit destination marketing organisation supported by the NSW Government, City of Sydney, and the private sector. It does not offer a unified software product but rather provides a portfolio of event planning, bidding, and advisory services centred around Sydney as a business events destination. The core offering comprises three service lines — Association Conferences, Corporate Meetings, and Incentive Events — supported by a free Find a Supplier tool that connects planners with Sydney-based venues, hotels, and service providers. Additional value-add modules include the Sydney Meetings Fund (grants for groups of 75+), the Social Impact Strategy and Program (event impact measurement and alignment), the BEGreen Sustainability Program (carbon offset grants), the First Nations Engagement Guide (cultural protocol advisory), and the Global Ambassador Program (expert volunteer network). The BES Partner Community serves as a Salesforce-powered portal for the partner and supplier network. Together these services form a coordinated suite to bid on, secure, and deliver business events in Sydney.

Differentiator

Problem solved

Functional benefit

Products and services

• Association Conferences A bidding and facilitation service for international and national association congresses, conventions, and conferences held in Sydney. Includes expert bid preparation, destination promotion, supplier matchmaking, event delivery support, and legacy planning. Target buyers are association executives, conference committees, and Professional Conference Organisers (PCOs).
• Corporate Meetings A bidding and facilitation service for corporate meetings, offsites, AGMs, product launches, and executive events in Sydney. Connects corporate meeting planners with world-class venues (e.g., Sydney Masonic Centre, Sydney Town Hall, ICC Sydney), hotels, and Team Sydney supplier partners. Target buyers are corporate meeting planners, executive assistants, and corporate travel/event managers.
• Incentive Events A planning and coordination service for incentive trips and reward programs in Sydney. Features curated local experiences (BridgeClimb, harbour cruises, Blue Mountains tours, Sydney Harbour Bridge walkathons), team-building activities, and access to attractions and venues. Target buyers are corporate incentive travel managers, incentive houses, and travel agencies running employee/distributor reward trips.
• Sydney Meetings Fund An application-based funding support program offering financial grants to eligible groups of 75 people or more hosting events in Sydney. Provides monetary assistance to offset event costs and acts as a customer acquisition tool to encourage event organisers to choose Sydney over competing destinations. Funding amounts are subject to application and approval.
• Find a Supplier A free online supplier search and shortlisting tool enabling event planners to find, shortlist, and contact verified Sydney-based venues, accommodation, attractions, restaurants, event organisers, and service providers by category. Free to use for any planner globally.
• Social Impact Strategy and Program A structured framework and advisory program that helps event organisers define, measure, and leverage the social impact of their events. Aligns events with seven impact domains (talent upskilling, R&D/innovation, women's initiatives, First Nations engagement, Pacific partnerships, policy change, DEI) and measures outcomes using a framework aligned with UN SDGs. Designed for associations and event organisers seeking to embed social impact outcomes into their events.
• BEGreen Sustainability Program A grant program supporting the greening and carbon offsetting of international association events held in Sydney between 2024 and 2026. Helps events incorporate environmental sustainability processes, use sustainably certified venues, and measure and offset their carbon footprint. BESydney contributes funding (e.g., 50% towards carbon offset costs, including a $17,000 contribution to GHSN 2024).

Quantifiable outcome

• 16th World Congress on Endometriosis: $3.8M direct economic impact to NSW, 1,000+ delegates from 55 countries
• +5 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

16 partnerships are on record, tiered major, supporting and core.

• 8 New Global Ambassadors (2024 cohort)majorStrategic or Co-development Partner · 29 July 2024In July 2024, BESydney inducted 8 new Global Ambassadors: Distinguished Prof. Larissa Behrendt AO, Kylie Hargreaves, Prof. Jason Kovacic, Sarah Liu, Mani Thiru, Scientia Prof. Toby Walsh, Prof. Jennifer Westacott AO, and Prof. Jon Whittle. These leaders from business, academia, and science volunteer to help BESydney secure major events for Sydney.
• Carbon Neutral (sustainability consultancy)supportingImplementation/ SI/ Consulting Partner · 21 June 2024Engaged to measure the carbon footprint of the Global Health Security Conference 2024, providing accurate GHG emissions assessment and carbon offset strategy guidance.
• Global Health Security Network (GHSN)majorStrategic or Co-development Partner · 1 January 2024GHSN was the first recipient of BESydney's BEGreen Sustainability Program grant, achieving carbon neutrality for their 2024 conference. BESydney contributed 50% towards carbon offset costs ($17,000).
• NSW GovernmentcoreStrategic or Co-development PartnerBESydney is an independent not-for-profit organisation supported by the NSW Government. The government partnership provides core funding and strategic alignment for business events promotion as part of the visitor economy strategy.
• City of SydneycoreStrategic or Co-development PartnerCity of Sydney is a core government partner providing funding and strategic alignment. City of Sydney Venues is also listed as a supplier partner within the BESydney network.
• Private Sector PartnerscoreStrategic or Co-development PartnerBESydney is supported by the private sector alongside NSW Government and City of Sydney. Private sector contributions form part of the funding base enabling BESydney's operations.
• International Convention Centre Sydney (ICC Sydney)coreStrategic or Co-development PartnerICC Sydney is a Major Partner and the primary venue for large-scale conferences in Sydney. A 10-year partnership covering event delivery, legacy programs, and joint marketing. The venue hosted 1,126 events in the calendar to 2034 for 4.7 million attendees as of 2024.
• Tourism AustraliacoreStrategic or Co-development PartnerTourism Australia supports BESydney through the Bid Fund Program to help win international conference bids. Joint marketing and co-funding of major events (e.g., World Congress on Endometriosis, 5th World Congress of Women's Shelters).
• Accor HotelsmajorStrategic or Co-development PartnerAccor is a Major Partner providing accommodation for conference delegates. Multiple Accor properties are listed (Novotel Sydney Darling Square, Novotel Sydney on Darling Harbour, Sofitel Sydney Darling Harbour, Ibis Sydney Darling Harbour, Mercure Sydney, Pullman Sydney Hyde Park, and more).
• Multiple Supplier Partners (Team Sydney Network)majorChannel Partner/ Reseller/ DistributorBESydney's Team Sydney network includes 80+ supplier partners: venues (Sydney Masonic Centre, Sydney Town Hall, Rosehill Gardens), attractions (Taronga Zoo, BridgeClimb Sydney, Bangarra Dance Theatre), hotels (Hilton Sydney, Hyatt Regency Sydney, InterContinental Sydney, Shangri-La Sydney), event services (Harry the Hirer, Encore Event Technologies, Microhire), transport (Captain Cook Cruises, Murrays Coaches), and PCOs (ICMS Australasia, Arinex, MCI Australia, GEMS Event Management). Partners gain access to BESydney-sourced business.
• ICMS Australasia Pty LtdmajorChannel Partner/ Reseller/ DistributorProfessional Conference Organiser (PCO) that partnered with BESydney and ICC Sydney for the 5th World Congress of Women's Shelters, described as part of the 'trio' that delivered the event.
• WESNET (Women's Services Network)majorStrategic or Co-development PartnerBESydney partnered with WESNET to deliver the 5th World Congress of Women's Shelters in Sydney — a social impact-focused collaboration aligned with BESydney's Social Impact Strategy and its seven impact domains.
• Sustainable Destination Partnership in SydneysupportingStrategic or Co-development PartnerBESydney is a member of the Sustainable Destination Partnership in Sydney, contributing to the city's broader sustainability agenda for business events.
• PCMA FoundationsupportingStrategic or Co-development PartnerBESydney partnered with PCMA Foundation in 2023 to conduct global research on 'Advancing Women in Business Events', establishing a baseline for industry change and highlighting gender disparity (70% women in workforce, 30% in leadership).
• Equality AustraliamajorStrategic or Co-development PartnerCo-presented the Sydney WorldPride Human Rights Conference 2023 with BESydney and ICC Sydney. Equality Australia co-curated the conference program with BESydney.
• Global Network of Women’s Shelters (GNWS)majorStrategic or Co-development PartnerCo-presented the 5th World Congress of Women's Shelters alongside WESNET with support from BESydney and Tourism Australia.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Melbourne Convention Bureau (Business Events Melbourne): Australia's other major city-level destination marketing organization, focused on attracting international association conferences, corporate meetings and incentive events to Melbourne. Closest peer in terms of geography, funding structure (state-government backed), supplier network depth, and target client base.
• Tourism New Zealand (Business Events): National DMO with a dedicated business-events team that runs a bidding and incentive-attraction programme analogous to BESydney's. Directly competes with BESydney in APAC for association congresses and incentive groups seeking premier Southern-Hemisphere destinations.
• Singapore Tourism Board (MICE): Singapore's national tourism agency operates a high-profile 'Singapore MICE' programme that bids for international conferences and corporate events — a regional peer with comparable structure (government-backed DMO) and overlapping client targets in international associations and Asia-sourced incentive business.
• NYC & Company (NYC Tourism + Conventions): New York's city-level convention and visitors bureau with a dedicated meetings-and-conventions arm that bids for international conferences and supports planners through a curated supplier network — strong functional parallel to BESydney, although operating at significantly larger scale.

Broad incumbents

• Tourism Australia: Australia's national tourism body with a wider remit covering leisure visitors, not solely business events. BESydney is a downstream partner receiving Bid Fund co-funding from Tourism Australia, so the relationship is collaborative rather than strictly competitive, but the bodies overlap on national-level bidding advocacy.
• VisitBritain (Business Events): UK's national tourism agency with a business-events function that supports bids and promotes Britain as a conference destination. Operates a broader portfolio than BESydney but addresses the same international congress and incentive RFP pool.
• GCB German Convention Bureau: Germany's national DMO for meetings, incentives, conferences and events (MICE), supporting cities and venues in attracting international association congresses. Offers an equivalent service-line architecture to BESydney at a national scale.
• Destination Canada (Business Events Canada): Canada's national DMO with a dedicated Business Events Canada programme covering incentive travel, association meetings and corporate events — peer at the broader national-international tier with similar mandate and government-backed structure.

Regional players

• Tokyo Convention & Visitors Bureau: Tokyo's metropolitan DMO with a MICE business-events portfolio; competes for international association congresses in the APAC region. A direct product-and-target peer but with a different geographic delivery footprint than Sydney.
• South African Tourism (Business Events): South Africa's national tourism agency with a business-events function that promotes the country as a business-events destination. Operates a similar bidding-plus-supplier-network model in a different region, addressing the same international association-congress RFP pool as BESydney.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/BESydney
• LinkedInlinkedin.com/company/businesseventssydney

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BESydney