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INCENTIVES TO MARKET TOURISM AUSTRALIA’S DESTINATION MARKETING STRATEGIES FOR THE BUSINESS EVENTS SECTOR ARE DELIVERING BUSINESS FROM THE GREATER CHINA MARKET, AND DRIVING DEMAND.
WORDS: EL KWANG PHOTOS: NU SKIN
NU SKIN FAST FACTS What does it take to bring 4,000 people on such an incentive trip? Australia is considered a leader in strategic destination marketing for business events. Poised with a unique attitude towards lifestyle, cultural diversity, outstanding natural beauty and fresh produce, Australia continues to attract global meetings and incentives, including a number of major incentives from China happening in the next two years. Greater China is Australia’s second biggest source market for international business events visitor expenditure.
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work,” says Hogg. “It’s the best way to keep showing that Australia will always have something new and exciting to offer the Chinese market,” he said.
According to Andrew Hogg, Tourism Australia’s Regional General Manager, North Asia, the agency seeks to maintain Australia’s first-class reputation in China. The Business Events team at Tourism Australia consistently delivers innovative and successful in-market activities; each with new messages and an objective to deliver experiences that exceed expectations.
The Business Events Showcase 2016 at Australia Week in China (AWIC), was the perfect opportunity to drive this message home to over 60 media and buyers, who had the opportunity to meet with 29 Australian industry professionals who provided product and destination updates to ensure Australia remains top of mind. Gathering invaluable market intelligence at events such as this one helps Tourism Australia maintain a competitive advantage in China, while informing marketing activity and messaging. In addition to the Showcase, Tourism Australia’s China-based team conducts destination education seminars in key Chinese cities to further increase awareness and preference for Australia.
understands that to truly understand its destination, first-hand knowledge is a must. In addition to its educational programme, which brings planners and corporate decision makers to Australia, Tourism Australia also runs the highly regarded signature showcase “Dreamtime”, which gives buyers an opportunity to experience Australia for themselves once every two years.
“Providing information and a chance to experience new incentive products and destinations is key to Tourism Australia’s
Whilst in-market events provide convenience for China-based incentive planners, Tourism Australia
“Dreamtime allows us to create a really unique environment for buyers and media, crafting experiences that bring
the Sydney Harbour BridgeClimb the welcome event entire trip
AUG-SEPT 2016
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