Business Events Australia and their event partners recently hosted 3,000 delegates from China for the Perfect China Incentive Program in Sydney. While the Gold Coast in Queensland also recently hosted Herbalife China incentive delegates.
In the last financial year, Asia represented 50 per cent of the tourist market in Sydney and regional New South Wales, with half of that from China. Coming to Sydney in the next 12 months are 11 business events with 30,000 Chinese visitors from industries including direct selling, automotive, pharmaceutical and insurance. The Gold Coast also regularly hosts large groups from China including incentive events for Toyota, Amway and Cathay Life. As host of the 2018 Commonwealth Games, the Gold Coast will continue to enhance its capacity to cater for large-scale groups and events.
The Australian business events industry is responding to this growing market in a number of ways. Business events stakeholders in Sydney have developed a strategy to help them be “China Ready” to welcome new visitors from China. Educational programs have been developed to better support the retail and hospitality sectors how to communicate with visitors from China, better understand their cultural differences, and their interests including food, experiences and shopping.
Selected Sydney hotels now provide products and services in Mandarin including beverages and snacks, in-room directories, a dedicated hotel TV channel, emergency signage and Mandarin speaking concierge. Sydney Airport is developing signage in Mandarin to help direct passengers arriving in Sydney, while the new Sydney Convention and Exhibition Centre will include a major redevelopment of Chinatown. Other initiatives are being developed including an app in Mandarin to assist Chinese when they arrive in Australia.
Australia’s ability to provide money can’t buy experiences is paying huge dividends with Sydney the latest city to go above and beyond for a major Asian incentive program – the 3000-strong Perfect China 2013 Leadership Seminar in July. High-performing representatives from Perfect China, a leading health and personal care direct selling company, arrived in Sydney in three waves of approximately 1,000 delegates, seeing, tasting, and touching everything that the city and surrounding region has to offer in a jam-packed program.
An absolute highlight was climbing to the top of the Sydney Harbour Bridge with BridgeClimb, which utilised Mandarin-speaking guides to assist delegates. More than 2,100 of Perfect China’s high achievers enjoyed the stunning vista from the top of the Sydney Harbour Bridge over four days, making it the largest single corporate group to climb the icon.
Another clear once-in-a-lifetime experience was created at Darling Harbour with a large area of the public space cordoned off for Perfect China to allow its 3,000 delegates to welcome their Chairman, Mr Koo, Yuen Kim, Vice Chairman, Mr Hooy, Kok Wai, and President, Mr Woo Swee Lian, to Sydney via boat followed by a high-speed water display complete with jet boats, speed boats, fireworks and acrobatics.
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For many of the 1,050 Chinese participants of the Herbalife Leadership Vacation held on Queensland’s Gold Coast, the incentive reward experience was a life-changing one.
For a successful incentive travel program to work effectively it must not only reward participants but also encourage them to reach even greater heights. Arguably, this visit to the Gold Coast by Herbalife China did both. The high achieving Herbalife China representatives arrived with big smiles when they touched down under clear-blue Gold Coast skies but had even more reasons to smile with the incredible experiences offered during their five-day incentive including interacting with marine and native wildlife.
The Gold Coast is arguably the country’s most bio diverse cities, with an abundance of stunning landscapes, out of this world attractions and unique experiences. Bordered by the water on one side, to the west is the Gold Coast hinterland – home to national parks, bushwalking trails, wineries, outback Australian experiences, and boutique resorts and spas. In between are championship golf courses, pristine waterways, theme parks, shopping precincts, and world-class convention and incentive-style venues and facilities.
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