Business Events Sydney launches ‘bold’ new look

Destinations / 
BESydney rebrand BESydney rebrand Photo Credit: Supplied

Business Events Sydney (BESydney) has debuted a new logo and new website. 

BESydney CEO, Lyn Lewis-Smith said, “We feel the time is right for this bold change in our identity and the way we sell our city to reflect the evolution of our business, as the world of business events has shifted dramatically, with new business models, new ways of working, connecting and gathering.” 

“We are the city’s international advocate with the responsibility for attracting global business and academic audiences to Sydney to get the fresh perspective they need to change their worlds,” she added.

“Our customers are wanting to know where we stand on sustainability, diversity, equity and inclusion, and delivering CSR outcomes. They are wanting values-alignment, a deeper cultural connection, and a more immersive experience in the destination when they get here.  

“This is Sydney, and Australia’s, ‘sweet spot’. As the city demonstrated by hosting the most welcoming, inclusive, accessible and sustainable WorldPride festival and Human Rights Conference this year, we have come of age on the global meetings stage – and our new brand and logo reflect that confidence.”

The company’s website has been redesigned to simplify the customer journey. 

BESydney general manager content, creative and corporate affairs, Carolin Lenehan said, “This is a significant moment for our organisation’s brand evolution to a logotype where Sydney stands confidently in its own right to own the position as the Asia Pacific’s preeminent business visitor destination”. 

The new logo and content are showcased at


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