Tourism Australia’s Business Events Australia Greater China Showcase started on Monday in Melbourne, the first time ever the event has been held outside China.
“Hosting the event in Australia for the first time provides an outstanding opportunity to bring to life Australia’s event delivery capabilities,” said Tourism Australia Managing Director John O’Sullivan.
“It means decision makers from this key market are experiencing for themselves Australia’s incentive offering, giving them invaluable insight into why Australia is such an inspiring destination for their events.”
The official opening ceremony took place at Showtime Events in Southbank, Melbourne, kicking off a program that is designed to provide Chinese incentive planners, corporate decision makers and media with first-hand experiences of some of Australia’s best incentive products and destinations.
Sixty qualified buyers from China took part in scheduled business sessions, meeting with 50 Australian industry representatives during one-on-one appointments.
The Business Events Australia Greater China Showcase also included a full day of experiences in and around Melbourne on Tuesday, such as activities at Melbourne and Olympic Parks and Flemington Racecourse.
“When we developed the Melbourne component of the BEA Greater China Showcase we wanted to showcase experiences that money can’t buy, while demonstrating how we can develop incentive programs that enable delegates to develop as an individual both personally and professionally,” said Karen Bolinger, Chief Executive Officer of Melbourne Convention Bureau.
“Thanks to our partners and Team Melbourne approach, we were able to showcase some of the best of Melbourne’s and regional Victoria’s products to help inspire planners when choosing to host in Victoria.”
Networking events during the Business Events Australia Greater China Showcase provide industry with further opportunities to develop relationships with key Chinese decision makers and media.
“The Business Events Greater China Showcase will show Chinese incentive planners, corporate decision makers and media all that Australia has to offer for incentives that encourage and reward high performance,” said O’Sullivan.
Following the two-day host city program in Melbourne, Chinese buyers and media will travel to another Australian destination to discover more of Australia’s incentive offering.