Advance Program
Managed by Tourism Australia’s specialist business unit, Business Events Australia, the Advance Program is an international partnership program for Australia’s business events industry.
The Program offers the opportunity for Australian industry to access financial support to deliver industry-led projects, which either increase consideration of Australia for new international business events via distribution activity (such as site inspections or in market activity), strategic association media buy linking to Australia’s priority industry sectors; or to increase international delegate attendance at events already secured for Australia.
Applications are currently open for the Advance Program 2025/26. Applications close at 5pm AEST on Monday 30 June 2025. Any supported activity must be completed before the 30 June 2026.
What can the Advance Program be used for?
The Advance Program will support activity including:
- Innovative business development and distribution activities delivered in key international markets
- Targeted client site inspections
- International media buy for the association sector linking to Australia’s priority industry sectors with amplification strategies
- Specific and targeted delegate boosting initiatives to drive increased international delegates to upcoming events in Australia
- Communication activity and digital marketing strategies to drive international delegates to upcoming events in Australia
- Activations in market for events where potential delegates can be influenced to travel to Australia for a confirmed event
Eligibility and mandatory criteria
- Projects must demonstrate the potential to influence decision makers of international business events and/or convert new business events for Australia or have the potential to attract international visitors to Australia for confirmed international business events.
- Applications must relate to international corporate meetings or incentives, conferences, exhibitions or association meetings.
- Applicants must have at least 12 months demonstrated business events experience in the international markets.
- All activity must take place in the 2025/26 financial year, with all projects completed by 30 June 2026.
- A complete list of mandatory criteria and eligibility requirements can be found in the Advance Program Prospectus.
Funding requirements
- The minimum request per project is A$20,000 (excluding GST)
- Applicants need to match Tourism Australia’s investment with an equal direct financial contribution
How do I apply for the Advance Program?
Review the prospectus and infographic for further information on the Program and apply online.
