Business Events Sydney (BESydney) announced the appointment of Devanshi Parikh to represent the destination in India.

Parikh’s appointment responds to the rising interest from Indian corporations looking into Sydney for their next incentive destination. This move reflects the organization’s commitment to serving clients throughout the country.

BESydney CEO Amanda Lampe remarked, “India is a Top 3 source market for international incentives choosing Sydney, with the number of business events delegates travelling to Sydney from India growing by more than 50 percent since 2019, proving Sydney’s appeal to the most discerning travellers.” The growth has been fueled by a quadrupling of direct flight capacity into Sydney since 2019 and improvements to the visa application process.

Additionally, Destination NSW CEO Karen Jones added, “India is one of NSW’s most important visitor markets, with strong cultural and social ties through sport, the arts and Sydney’s large Indian diaspora. NSW is also the nation’s number one state for business events, a sector expected to generate over $192 million for our visitor economy this year. This partnership between Destination NSW and BESydney secures an in-market representative to create new business event opportunities for Sydney, and I congratulate Devanshi on her appointment.”

This strategic decision highlights BESydney’s dedication to global engagement and strengthens its goal of establishing Sydney as a pre-eminent business visitor destination in the Asia-Pacific region.

Regarding Parikh, Lampe said, “Devanshi’s on-the-ground expertise and market knowledge will be instrumental in responding to our growing Indian client base and expanding our reach and impact.” Parikh boasts over 20 years of experience in sales and marketing within the travel and tourism sector, having collaborated with leading agencies in Mumbai. A graduate from The International School for Tourism in Zurich, Switzerland, she previously founded and led her boutique travel agency, Explorience, from 2016 to 2024.

Based out of the New South Wales Government’s Destination NSW (DNSW) Mumbai office, she will initially collaborate with major MICE travel partners, showcasing exciting new developments across Sydney for their clients. Eventually, her duties will expand to cover both DNSW’s leisure travel initiatives and BESydney’s business events strategy, reflecting the synergy between the two sectors and their interconnected partner networks.

Describing her new role, she expressed, “India loves Sydney’s action and adventure, sport, shopping and dining. There is much anticipation for the India Cricket tour later this year, particularly when Australia plays India under lights at the Sydney Cricket Ground in a critical One Day International series match. We have a lot to share, including annual events like the Vivid Sydney festival of lights, food, music and ideas; a new 24-hour international airport set to open next year; and exciting event venues like The Cutaway in Barangaroo and the International Convention Centre (ICC) Sydney. I look forward to collaborating with the MICE sector to further bolster the connections between Australia and India.”