MCB beefs up digital presence in China

After more than 15 years’ active in-market representation across China and Hong Kong, Melbourne Convention Bureau (MCB) has deepened its engagement with one of Victoria’s most valuable business and tourism markets.

The bureau has launched an in-language website and a presence on social media platforms WeChat and YouKu, offering relevant and engaging content that promotes MCB and its services.

The new digital offering also includes local knowledge to support planning a business event in Melbourne, the opportunity to sample incentive programs, case studies of successful programs, and the latest news on incentive travel and business events in the Victorian capital.

Furthermore, Chinese-speaking decision-makers, influencers and planners are able to communicate directly with MCB’s local team in Shanghai through WeChat.

MCB chief executive Julia Swanson said the website and social tools were the latest additions to the company’s ongoing and active strategy to engage with Chinese clients, and demonstrated the bureau’s commitment to the region.

“Whilst they may not be able to travel now, the appeal of Melbourne and Australia to the Chinese planners remains high,” she said.

“These assets, in conjunction with our in-market team and our regular event planner webinars, will enable the bureau to strengthen existing connections, create new and meaningful relationships, and future business opportunities.

“We know it’s important now more than ever to be flexible and adapt the way we support events for our clients.

“This vital infrastructure provides a much more convenient and effective platform for Chinese clients to connect with us, communicate in real time and an opportunity to easily search, locate and consume information about Melbourne, so that when they’re ready to plan their event, MCB is ready to help.”

China is the top visitor market for MICE groups to Victoria. Over the five years pre-COVID-19, MCB welcomed 23,000 delegates from Chinese MICE groups to Melbourne, injecting $100 million in economic contribution to the Victorian visitor economy.