The Melbourne Convention + Visitors Bureau (MCVB), in collaboration with Tourism Victoria (TVIC), will bring 70 Asian buyers to Melbourne this week for the 2012 Asia Mega Famil and Workshop.
Combining the sixth annual MCVB Asia Roadshow and ninth Tourism Victoria Roadshow to China, the Mega Famil and Workshop will take the form of a four-night familiarisation program for 20-25 leisure agents and 30-35 MICE agents, representing eight countries including Malaysia, Singapore, Taiwan, Thailand, Indonesia, Vietnam, Hong Kong and China.
During the event, which takes place from Wednesday to Sunday, Victoria’s premier business events and leisure suppliers will have the opportunity to showcase their offering to key decision makers first-hand, via a cost-effective and comprehensive program which includes pre-touring, teambuilding and a business session.
Chief Executive Officer of MCVB, Karen Bolinger, said that this year’s event will replace the annual travelling roadshow to Asia traditionally undertaken by the organisation.
“In the past we have taken a group of key Victorian business events suppliers to Asia where they have pitched their individual products to prospective buyers. This year’s approach will allow for more suppliers to become involved and give buyers the opportunity to physically see and experience the products for themselves,” Ms Bolinger said.
“What’s more, Melbourne and regional Victoria’s profile will be further raised through an invited trade media program.”
Minister for Tourism and Major Events, Louise Asher, said this event is a significant opportunity for the Victorian tourism industry to meet with key decision makers in the valuable Asian market.
“The Asian market continues to be a key strategic priority for driving the ongoing growth and success of Victoria’s tourism industry. We know major attractions, such as Phillip Island, Sovereign Hill, Eureka Skydeck and the Spring Racing Carnival, hold strong appeal for Asian visitors to Victoria.
“We look forward to hosting our Asian buyers in Melbourne this week to see first-hand Victoria’s wealth of tourism experiences and destinations,” Ms Asher said.