THE official countdown to Beef 2027 is underway, with a series of launch gatherings in Brisbane, Rockhampton and Armidale this week to mark 12 months until the industry’s major event is next held in Rockhampton next May.

Last night’s Brisbane event saw prominent cattle producers, representatives of local, state and federal governments, industry representative bodies, sponsors and other supporters gathered to mark the occasion.

The largest gathering for the Australian beef community on the calendar, the Rocky beef Expos provide the opportunity for industry leaders, cattle producers, overseas customers, consumers and everyone else in between to connect, share ideas, and showcase the best of the Australian beef industry to the world.

Beef 2027 chair Adelaide McDonald addresses last night’s Brisbane launch gathering, alongside CEO Simon Irwin

Beef 2027 chair Adelaide McDonald said each of the 14 three-yearly Expos held since 1988 had grown in scale, size and ambition, and the 2027 event would be no different.

About 67,000 individual visitors, making 125,000 gate entries over the week, attended the 2024 event, generating $102 million in economic activity for the region.

In 2027, visitor numbers and accommodation demand are expected to surge, with information on accommodation already being requested.

Each of the previous events have delivered tremendous economic impact at a local, state and national level, Ms McDonald said, and for next year’s event, the committee is looking to better understand the Expo’s value for patrons, trade exhibitors and partners.

“We’re trying to better understand the value behind the deals that are negotiated, the partnerships that are forged and the new trade opportunities that are opened – the kinds of things that can only happen when an entire industry comes together in one place at one time,” she said.

Ms McDonald acknowledged the record contribution made by the Australian and Queensland state government towards next year’s event.

Expanded tech and innovation precinct

She also outlined some new features that will be launched at next year’s event, including an expanded tech and innovation precinct, called ‘The Fifth Quarter’, drawing attention to parts of the beef carcase that in the past have had limited commercial value.

“But through science and innovation now present in our industry, items like collagens, liver powders, bone broths, neutraceuticals and potentially, jet fuels, are adding additional value to each animal processed.”

In addition the week long-event’s entertainment program will be expanded next year with a Sunday night concert, artists for which are yet to be announced.

Accommodation challenges

In addressing the accommodation issue that faces every Beef Expo, a partnership was announced with Airbnb to help smooth-out the process.

On top of ever larger attendance at the triennial event, the city of Rockhampton and surrounding regions have lost an estimated 1000 beds over the past few years, following the closure of motels, hotels and the Iwasaki Resort near Yeppoon.

The 2027 cohort for the Graeme Acton Beef Connections mentoring program dropped into last night’s Brisbane launch for Beef 2027, while having their initial program gathering with their mentors in Brisbane. The latest intake includes Drew Walsh (NSW), Gemma Somerset (NT), Amelia Unthank (NSW), Caitlin Herbert (NSW), Adam Bonner (QLD), Naomi Leahy (NSW), Laura Healey (VIC) and Zoe MacFarlan (NSW), with program coordinator Jo Eady.

Beef Australia CEO Simon Irwin said available accommodation in the region has always been a challenge for Beef Australia, but a vital part of the success of the event’s growth.

“Naturally, hosting an international event in regional Australia comes with challenges, but having sufficient accommodation to service the needs of the influx of visitors remains one of the biggest,” he said.

“To help us host the expected increase in visitation, we are working with Airbnb to help locals list a room or a whole home to provide more accommodation options for visitors and also take advantage of the economic opportunity this international event presents for Central Queenslanders.

“Our aim is to have an adequate supply of accommodation available for when our tickets go on sale later this year. This is why we are calling on locals between Mount Morgan and the Capricorn Coast to begin their hosting journey with Airbnb.”

As part of the partnership, Airbnb and Beef Australia will host free information sessions for locals interested in becoming hosts. The sessions will be held on Wednesday 3 June at Rockhampton Leagues Club (6pm) and Yeppoon’s Keppel Bay Sailing Club (12.15pm.)

The sessions will include practical guidance on how to list a property on Airbnb, tips for welcoming event visitors, and information about the income-earning potential during Beef Week 2027.