Coinciding with the launch of new direct flights to Canberra this week by Singapore Airlines, Tourism Australia is hosting a business events-led Greater China educational visit to Australia’s capital city, in partnership with the Canberra Convention Bureau.
Nine incentive agents and media spent yesterday discovering Canberra’s business events experiences, including breakfast at the National Arboretum Canberra, a tour of the Royal Australian Mint, lunch at Pialligo Estate and searching for truffles at the Canberra Truffle Farm.
Tourism Australia Managing Director, John O’Sullivan said, “As the Greater China business events market for Australia continues to mature, Tourism Australia is working hard to grow awareness of new Australian incentive experiences and destinations to inspire key decision makers from the region.”
“The launch of new Singapore Airlines direct flights to Canberra this week has provided the perfect opportunity to host an educational visit for Chinese business events agents, helping to extend their product knowledge as well as highlighting that Australia continues to offer something new and exciting for them to share with their customers,” Mr O’Sullivan said.
Tourism Australia has been working in partnership with Singapore Airlines to grow the business events sector in Greater China since 2015, when it signed a Memorandum of Understanding (MoU) with the airline. Since then, an integrated promotional campaign, under the Business Events Australia brand, incorporating advertising and training events, has worked to increase awareness of Australia as the ideal destination for corporate incentive programs.
Ms Ye Wei, General Manager of Carissa MICE Service Co Ltd. said, “My first impression of Canberra is that it’s more nature based than I thought it would be. I was impressed by the National Arboretum Canberra, which has event spaces that overlook the city. The business events industry in Canberra are also very helpful.”
Michael Matthews, Chief Executive of Canberra Convention Bureau said, “We are delighted to see such interest from China, with visiting agents already commenting they are excited to tell the story of the Australian Capital to their clients.”
Today the educational continues in Canberra, where agents will take a guided tour of Floriade, dine on local produce at Poachers Pantry, and experience a tour of Parliament House, all before enjoying the convenience of their Singapore Airlines flight back home this evening.