The Sunshine Coast is targeting the Chinese and Korean markets for growth in conferencing and incentives business.
With the Sunshine Coast having its own airport, and Brisbane Airport just over an hour away by road, the Sunshine Coast believes it has the range of attractions and facilities to attract groups from the two North Asia markets.
To encourage growth, Business Events Sunshine Coast (BESC) attended the Business Events Australia North Asia Showcase in China and South Korea earlier this month, building on earlier trade missions by Sunshine Coast Destination Ltd’s and meetings with Chinese and Korean inbound operators in Sydney and Melbourne.
The drive for greater meetings and incentives business from North Asia comes at a time when more Sunshine Coast operators are gearing up for Chinese tourists, including Narrows Escape Rainforest Resort, which has recently added Chinese language signage to its rainforest interpretative walk.
Sunshine Coast Destination Ltd (SCDL) CEO, Mr Simon Ambrose said that while it was still an emerging market, there was great potential growth from the Chinese and Korean markets, particularly with smaller incentive groups.
“Our Business Events team reported a much higher level of interest this year during their visit to China and South Korea,” said Mr Ambrose.
“This was the second year the team attended the North Asia Showcase, and combined with all the work our inbound team, there is now a growing recognition of the Sunshine Coast as a venue for incentives and conferences.
“Attractions such as Australia Zoo and Fraser Island are already well known in these markets, but we have been introducing our exceptional range of golf courses, our markets and our easily accessible natural attractions, and they have all been well-received, particularly for incentive groups wanting quality inclusions for their itineraries.”
For incentive groups arriving in Australia, BESC has highlighted combining a city with the Sunshine Coast as creating a complete Australian experience. Brisbane is located just one hour from the Sunshine Coast and there is direct access with daily flights from Sydney and Melbourne to the Sunshine Coast Airport.
Business Events Sunshine Coast is the convention bureau for the Sunshine Coast, and a division of the regional tourism organisation, Sunshine Coast Destination Ltd (SCDL).
China is Australia’s fastest growing business events market and is expected to be the largest business travel market in the world by 2016