Mulpha Events Acquires Australia’s Leading Outdoor Adventure Trade Show

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Mulpha Events Acquires Australia’s Leading Outdoor Adventure Trade Show

6/19/2024
Mulpha Events, owner-operator of the world-renowned Sanctuary Cove International Boat Show (SCIBS) has announced the acquisition of the Australian Adventure Expo (AAE), Australia’s only trade exhibition for the outdoor adventure, 4x4, fishing and hunting sector, from Brooks Events.

Launched in 2021, Australian Adventure Expo serves the $AUD11 billion outdoor recreation sector, bringing together the network of importers, wholesalers, manufacturers, and service providers to connect with resellers in the Australasian region.

To ensure continuity for exhibitors and visitors, the team responsible for delivering the AAE has joined the Mulpha Events business, effective immediately.

Mulpha Australia’s CEO, Greg Shaw, said “We have watched the progress of the Australian Adventure Expo over the last few years, and we are incredibly excited to welcome it to our portfolio of events delivered by the Mulpha Events business. We also look forward to welcoming the AAE team to the Mulpha Australia family.”

Brooks Events Director, Louise Brooks, said “We’ve absolutely loved developing the Australian Adventure Expo into an event the industry embraces today. We look forward to seeing its continued growth and success with Mulpha Events – their depth of experience, coupled with their knowledge of delivering and growing successful exhibitions is the perfect fit, and a seamless continuation of our work.”

Ms Brooks added that it was time to take the event to the next level and, for that, a larger professional team was required. “I am thrilled to join the Mulpha Events team in making the Australian Adventure Expo an even bigger success. They have an incredibly strong capability and skill set within their team to build the AAE’s reputation and participation.” She said.

Johan Hasser, General Manager, Mulpha Events added “Louise Brooks is a seasoned events professional and has done a fantastic job in building the exhibition and we’re excited for the potential of the Australian Adventure Expo into the future.”

Mr Hasser added that Mulpha Events is continuously seeking new opportunities to expand their portfolio with the team able to draw on the considerable resources within Mulpha Australia, allowing them to take on more events both in Australia and internationally.

Mulpha Events will stage the 2025 edition of the Australian Adventure Expo at the Brisbane Showgrounds, Queensland on 5-6 March 2025. Exhibitor applications are now open. For more information visit ausadventureexpo.com.au.

The national snapshot of the outdoor equipment market as at March 2024*:

In Australia, the revenue generated in the outdoor equipment market is estimated to be AU$1bn.
It is projected that the market will experience an annual growth rate of 5.74% between 2024 and 2028 (CAGR 2024-2028).
In Australia, the per capita revenue in the outdoor equipment market is approximately AU$20.88, when considering the total population figures.
Australia's love for outdoor adventure and its diverse landscapes has driven a surge in demand for high-quality outdoor equipment.

*SOURCE: Statista Market Insights

ABOUT AUSTRALIAN ADVENTURE EXPO
The Australian Adventure Expo (AAE) is an annual business-to-business event that brings together the outdoor, 4x4, fishing, and hunting sectors, serving as a platform for importers, wholesalers, manufacturers, and service providers to connect with resellers in the Australasian region. The market for outdoor equipment has grown significantly in recent years, due in part to increasing interest in outdoor activities and eco-tourism. ausadventureexpo.com.au

ABOUT MULPHA EVENTS
With a focus on engagement and quality, Mulpha Events has a reputation for producing and delivering some of Australia’s most loved events. From two of Australia’s largest boating showcases – the Sanctuary Cove International Boat Show and the Sydney International Boat Show – to food and wine festivals, live music festivals, outdoor and lifestyle events, product launches and corporate conferences, the Mulpha Events team provides experience and creativity in bringing to life the commercial and strategic event objectives of the events it owns and manages.

Mulpha Events is part of the Mulpha Group (‘Mulpha’) which offers over 30 years of investment experience in Australia. The Group has an extensive portfolio of real estate, property development, hospitality, education, retirement, private equity and debt assets, and also invests in some of the fastest growing and most vibrant economies in Australia, New Zealand, Malaysia and the UK. In Australia, Mulpha’s investment portfolio includes Sanctuary Cove, Norwest Business and Residential Park in Sydney; flagship InterContinental Hotels in Sydney, Sanctuary Cove and Hayman Island; Bimbadgen in the Hunter Valley and The Hotel School in Sydney, Melbourne, Brisbane and Hayman Island. mulphaevents.com.au

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