Business Events Sydney (BESydney) recently launched a new online game designed to showcase the city’s destination appeal for incentive events from India, Malaysia and Singapore.

The new game, Experience Sydney, is targeted at BESydney’s corporate clients in South and Southeast Asia, with Japan and South Korea to follow as markets continue to open up to international quarantine-free travel.

As international markets return, BESydney chief executive officer Lyn Lewis-Smith said that while Sydney was facing tougher competition than ever before, she was confident the initiative would make it stand out from the crowd by highlighting its fun side as well its world-class capabilities.

“Sydney has changed so much while international visitors have been away, and this gamified selling tool is a fun and engaging way to show off new visitor experiences as well as the reassurance that the city delivers event delivery expertise, world class business event infrastructure, and is safe and secure destination with stellar attractions, appealing climate and rejuvenating natural environs,” BESydney chief executive officer Lyn Lewis-Smith said.

The strategy and purpose of the game is a new concept that hasn’t been done in Australia before. Designed to bring Sydney experiences to life through various videos and 3D animation, the game sees users race around Sydney’s streets, collecting points to win prizes. By visiting these new attractions and precincts online, corporate companies and incentive agents can learn more about the variety of venues and what they offer for event organisers.

“Tourism is a highly experiential industry and gamification is an ideal way to allow users to experience the destinations for themselves. The Experience Sydney game has been designed to allow the player to discover Sydney as an event and experience destination and showcase safety and infrastructure in a fun way,” Lewis-Smith said.

Tourism Australia supported the project via its Business Events Advance Program.