5 February, 2024

Melbourne Convention Bureau appoints James Zheng to North Asia and China role

Melbourne Convention Bureau (MCB) has announced James Zheng to the role of Regional Director – North Asia and China.

“James’ experience, especially in incentive program development, international association conferences, event management and business events destination marketing, will be a strong asset to MCB’s presence in China,” chief executive, MCB, Julia Swanson, said.

“He brings a wealth of knowledge and expertise to the Melbourne Convention Bureau, and we are delighted to welcome him as our Regional Director for North Asia and Greater China.”

Abundant in quality accommodations, Melbourne provides an ideal setting for incentive groups to rejuvenate and rest in style. The city leads in events, arts, culture, sports, and infrastructure, boasting a year-round calendar of events, festivals, and shows, all underpinned by a rich multicultural history and complemented by world-class eateries.

With over 18 years of active in-market representation, MCB recognises the significance of China as the top visitor market to Victoria. Continuing its legacy of delivering unparalleled service and fostering enduring relationships between China and Victoria has resulted in this market returning to its full potential.

Last calendar year to date, 75 per cent of corporate, meeting and incentive travel secured by MCB hailed from North Asia and Greater China, illustrating strong demand for Melbourne as the top destination for incentive groups from this market.

“I feel so honoured to join the Melbourne Convention Bureau, to showcase Melbourne – Australia’s events and innovation capital in North Asia and Greater China,” Zheng commented on his appointment.

“The city’s rich and unique business events offerings and crafted immersive experiences for incentive programs, plus a full-service professional team with over 50 years of experience, make Melbourne stand out as a premier business events destination worldwide.”

“It gives us confidence when we secure a group and send them to hotels and attractions that understand what Chinese delegates are looking for.

“With the full support of the renowned ‘Team Melbourne, I will spare no efforts to help and support the associations, corporate meeting and incentive event planners to hold their business event in Melbourne and bring inspiring and exciting moments to every client and each participant.”

Zheng has previously held the position of director at the Shanghai office of the Los Angeles Tourism and Conventions Board where he led the promotion of Los Angeles as a destination to the China Market.

Prior to that, he was deputy director at Shanghai International Conference Management Organisation, leading the events department to promote Shanghai to the world as a MICE destination.

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China James Zheng Melbourne Convention Bureau