Tourism Australia showcases business events capabilities in China

Business events decision makers, incentive planners and trade media from Greater China recently attended a three-day showcase of Australia’s destinations, products and experiences.

The annual Business Events Australia Greater China Showcase, held from 24 to 26 September in Wuzhen near Shanghai, was hosted by Tourism Australia and connected 39 Australian businesses with 80 key buyers in market.

The event included presentations on Australia’s destinations, products and experiences, one-on-one business appointments as well as networking events that gave guests an opportunity to sample Australian food and wine.

ourism Australia's business events showcase in China
Attendees at the Tourism Australia showcase

Penny Lion, executive general manager of events at Tourism Australia, said: “The Greater China Showcase is one of the most important events of the year for our Australian industry partners to generate leads and build long-term relationships.”

“Business events is a lucrative sector for Australia, injecting over $5 billion dollars annually to Australia’s economy, and China is one of our key markets.”

For the 12 months to March 2019, Australia welcomed 97,000 business events visitors from China – down three per cent year on year. However, total nights grew by five per cent, which saw total spend grow by eight per cent to $600 million.