Events are overwhelmingly in as conferences, conventions and tradeshows overtake client and supplier meetings as the top business travel purpose driver in 2025, setting the stage for the corporate experience economy to dominate even more next year.
Flight Centre Corporate’s 2025 State of the Market Survey shows experiences now account for 63 per cent of business travel, eclipsing traditional client meeting formats at 53 per cent.
The FCM Travel data highlights a shift in how companies build business relationships, retain talent, enhance team culture and achieve strategic growth.
The trend is even stronger for its FCM Meetings & Events (FC M&E) division with 68 per cent of its corporate clients travelling to attend conferences and conventions.
In 2025, FCM M&E organised 35 per cent more events with attendance up 30 per cent year-on-year. Experience types have also expanded beyond conferences with incentive programs, networking get-togethers and brand activations all showing strong growth.
Top international destinations included the US, Fiji, Turkey, China and New Zealand, showing Australian companies are willing to invest in memorable experiences.
FCM M&E General Manager Customer & Operations Katie Fraser said the impact is significant for businesses across Australia as companies pivot to experience-driven strategies to deliver measurable returns on investment.
“Forward-thinking companies are transforming their approach to business relationships and team building,” she said.
“We’re already seeing increased demand and more creative approaches to event design. It’s not just about having a good time, it’s about building culture and driving results in ways traditional meetings can’t match.
“When you bring people together for meaningful experiences, you create stronger connections that drive real business outcomes.”
Find out more at fcmtravel.com
KARRYON UNPACKS: The rise of experience-led business travel signals a new era for corporate travel advisors with gatherings, conferences, tradeshows and activations now central to team culture, brand impact, client connection and measurable ROI opportunities.
