BESydney’s latest appointment taps into European association sector

BESydney has appointed Jamie Ades as its new director in Europe.

Business Events Sydney (BESydney) has appointed Jamie Ades as its new director in Europe as the organisation looks to attract more European events to Sydney.

A UK-based association specialist with over 20 years’ experience in the business events industry, Ades has represented VisitBritain as well as key venues including the Barbican Centre, QEII Centre and ExCeL London.

Ades joins BESydney’s Berlin-based associate director Europe, Sebastian Gonzales, providing geographic coverage for the world’s largest source market of largescale globally rotating association conferences and conventions and meetings.

“Jamie’s experience and reputation in the global association market, linking in with Sebastian based in Berlin, and our other in-market teams in Asia and North America, gives us a formidable and knowledgeable team showcasing Sydney’s industry sector strengths and event capability around the globe,” said Kristian Nicholls, executive general manager bidding.

“BESydney is well and truly back to pre-Covid levels with around 100 bids on the go, including bidding for 2026, when our new Western Sydney International Airport opens, and beyond. So far, this financial year, we’ve secured 44 new meetings solidifying a strong forward pipeline with 275 future business events heading to Sydney between now and 2030.”

Ades said it was an exciting time to join the BESydney team.

“I look forward to the opportunity to contribute to Sydney’s rise as the leading APAC destination for business events. I look forward to building on the already achieved success and showcasing Australia’s unmatched sector offerings,” he said.