Brisbane Pop-Up shows event industry ready to restart

Brisbane Pop-Up brought together more than 200 business events exhibitors and clients in the heart of the city, tapping into a sense of rising confidence and optimism in the sector.

Now in its 13th year, the event is delivered by Brisbane Economic Development Agency connecting accommodation providers, venues, service providers and suppliers with event buyers and planners.

Held at Sofitel Brisbane Central last month, this year’s Pop-Up was one of the first face-to-face networking events for the business events industry in Queensland since the onset of Covid-19. The event attracted 67 exhibitors and 137 potential clients.

“This year’s Pop-Up was about restoring confidence in event planners, connecting them with suppliers who are ready for business and operating in line with COVID guidelines, and letting them know we’re here when they’re ready,” said Juliet Alabaster, General Manager of Tourism, Business & Major Events at Brisbane EDA.

“After almost a year of virtual conferences and Zoom calls, clients and exhibitors alike were thrilled to get out from behind their screens and attend an event in real life. As an event like Pop-Up proves, nothing will ever replace the value of meeting face to face.”

Alabaster said that many exhibitors had spent their downtime this year developing new products and services, and refurbishing their premises.

“With restrictions easing, Brisbane’s event industry is ready to restart,” she said.

“Pop-Up was filled with such a sense of positivity and optimism, and the love for Brisbane was so strong – it was very evident that our industry needed this, and we’re proud to have been able to deliver a face-to-face event to facilitate that reconnection.”