We generate knowledge and insights on business events, their impact and the value they create. As leaders in the international destination management and business events community, we continue to seek knowledge that can positively influence our industry and share those insights with our global peers around the world. As an organisation we are utilising digital approaches to not only create greater efficiencies but to better understand our customers to deliver more targeted content, drive demand and growth across investors and clients and garner data and insights for our business strategy. This financial year our digital-first marketing approach has been the driver to upgrade our content marketing system and website; develop our marketing automation platform to establish lead grading and scoring and set up personalised email journeys. We have also developed an event planning portal to capture, and nurture leads through the event planning process and drive funding conversion. In FY2023-2024 we created a content ecosystem to demonstrate our industry credentials featuring Sydney’s unique ‘people, place and purpose’ and showcase our Change Starts Here Agenda. We utilised profiling activity in trade press to promote Sydney as a progressive destination at the forefront of global business traveller trends - including desire for more purposeful travel. As part of BESydney’s thought leadership – sharing our approach to creating more purposeful meetings and meeting experiences that connect global and local communities - we spoke on panels, forums and breakout sessions around the globe sharing our Change Starts Here approach, insights and learnings. Multiple marketing campaigns were delivered throughout the year to drive client and investor demand. These include the Supplier Search Demand project which has delivered +149% YoY growth in usage of the online tool. The international Change Starts Here campaign which delivered a reach of 3.5million, +43% in web traffic and over 100 marketing leads. And the Sydney Meetings Fund delivered to multiple markets and resulted in 10 events converted to the value of $6.8 m direct expenditure. Robotics students at Western Sydney University, credit: Destination NSW We create and share knowledge Sydney Oyster Farm Tours, Mooney Mooney, credit: Destination NSW