PRESS RELEASE
Experiences over meetings as corporate event demand hits record high
Corporate Australia has officially embraced the experience economy, with conferences, conventions, events, and trade shows overtaking customer and supplier meetings as the top business travel purpose for the first time.
It is a shift that's reshaping how companies build relationships, retain talent, and drive results, setting the stage for an even bigger transformation in 2026.
Flight Centre Corporate's 2025 State of the Market survey reveals that conferences and events now account for 63 per cent of business travel, with ‘meetings’ coming in second at 53 per cent.
For FCM Travel, the large-market flagship corporate division of Flight Centre Travel Group and home to the FCM Meetings & Events division, the data shows the trend is even stronger among its clients at 68 per cent.[1]
The impact is significant for businesses across Australia, as companies pivot from traditional meeting formats to experience-driven strategies to deliver measurable returns on investment through stronger team culture and enhanced business relationships.
“Forward-thinking companies are transforming their approach to business relationships and team building," says Katie Fraser, General Manager Customer and Operations for FCM Meetings & Events (FCM M&E).
"When you bring people together for meaningful experiences, you create stronger connections that drive real business outcomes."
Global destinations fuel corporate ambitions
The appetite for memories is driving companies to think globally, with FCM M&E organising 35 per cent more events in 2025 and attendance jumping nearly 30 per cent. Top international destinations included the USA, Fiji, Turkey, China, and New Zealand – showing Australian businesses are willing to invest significantly in memorable experiences.
Event types have also expanded beyond traditional conferences, with incentive programs, networking events, and brand activations all showing strong growth.
"What we're seeing goes beyond just choosing nice venues," explains Fraser. "Smart companies understand that shared experiences create competitive advantages.
“Whether it's a conference in Turkey or an incentive trip to Fiji, these investments in connection pay dividends in employee engagement and business relationships."
Experience economy set to accelerate into 2026
The trend shows no signs of slowing, with experts predicting even stronger growth in corporate experiences throughout 2026 as companies recognise the power of connection-driven business strategies in the battle for top talent and market share.
"We're already seeing increased demand and more creative approaches to event design. It's not just about having a good time, though that's important too. It's about building culture and driving results in ways traditional meetings can't match,” Fraser said.
FCM M&E continues to expand its capabilities to meet rising client demand, with plans to manage even more events across multiple continents in 2026 through established relationships with premium suppliers worldwide.
[1] Flight Centre Corporate State of the Market Survey 2025