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Australia fast becoming the incentive destination of choice for China

April 10, 2014 MICE No Comments Email Email

Australia is building a reputation as the incentive destination of choice for business events groups from North Asia as the number of confirmed incentive bookings continues to grow, particularly for large delegations from China.

The latest Tourism 2020 progress report for the business events sector, shows that Australia welcomed 893,000 international business event delegates for the year ending September 2013, with a total expenditure of $13 billion. Of this total, Chinese delegates represented 9 per cent of visitation and 11 per cent of expenditure. This is being attributed in part to the rise in large incentive group events heading to Australia. FIA-250x250

Tourism Australia Managing Director, John O’Sullivan said the combination of high quality business facilities, excellent food and wine, a clean natural environment, and capacity to deliver world-class programs for incentive groups of any size, were contributing factors to Australia’s appeal in China.

“Last year Australia played host to two major incentives with Sydney hosting 3,000 Perfect China delegates and while Gold Coast hosting 1,000 delegates from Herbalife China, and wowed them with a combination of business meetings and encounters with our nature and wildlife,” Mr O’Sullivan said.

“There are indications that the positive upward trend we’ve seen in incentive bookings from China looks set to continue with a number of significant group incentive bookings confirmed for Australia throughout 2014 and 2015.

“This year Australia will play host to some of the largest Chinese incentive events, from industries including health, pharmaceutical and insurance. This includes Pro-Health China (Baojian), which will see more than 6,000 delegates gather in Sydney for a five-day conference and contribute an estimated A$22.5 million (US$19/9 million) in economic impact to the state of New South Wales alone,” Mr O’Sullivan said.

Further business events groups from North Asia expected throughout the year include Metlife Insurance (June), Shaklee (June) and Shin Kwong Life Insurance Taiwan (September). Mr O’Sullivan said hosting the North Asia Showcase this week, to highlight Australia’s corporate meeting and incentive offering, was well timed to reach one of the country’s important tourism regions.

“During this week’s North Asia Business Events Showcase we aim is to bring the very best of Australia’s business events product to the key influencers and decision makers in the region,” Mr O’Sullivan said.

“We want to highlight how Australia is not only a global leader in terms of destination choices, incentive programs and event spaces, but also in its food and wine experiences and can-do attitude – and more importantly how these factors inspire great business outcomes.”

“Australia is continually investing in its business events and incentive offering to suit the needs of our customers in the region, especially for our customers in China. This includes working closely too with our airline partners in China to consolidate services and in providing more high value travelling opportunities for the market,” Mr O’Sullivan said.

Sixteen Australian business events industry partners will join the showcase to be held in Shanghai from Wednesday, 9 April to Friday, 11 April 2014. The businesses represented span nine destinations across Australia, including Sydney, Melbourne, Brisbane, Perth, Adelaide, the Northern Territory, Sunshine Coast, Gold Coast and Cairns, all of which offer an impressive range of products, services and experiences.

This year, the North Asia showcase is being held as part of the Australian Government’s inaugural Australia Week in China program to promote Australia as a trade, investment, education and tourism partner.

In recognition of the important role China plays as a partner supporting Australia’s tourism industry, the Australian Government is increasing flexibility and ease of travel for Chinese business visitors through its visa system. China is the first country that the Australian Government has allowed three-year multiple entry visa for business visitors.

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