Tourism Australia’s Business Events Australia (BEA) Greater China Showcase is in full swing today with 38 Australian MICE businesses and destinations to meet with over 70 Chinese incentive agencies and corporate buyers in a bid to lure more Chinese travellers to Australia.

“Demand for Australia from China’s incentive market is strong, with a significant number of visits by major Chinese direct selling firms heading here over the next 24 months. Perfect China will take over 4,000 delegates to Adelaide, Melbourne and Cairns in 2017, and 2018 will see the Gold Coast host premium Chinese herbal products producer, Infinitus, with between 8,000 and 10,000 delegates expected” said John O’Sullivan, managing director of Tourism Australia.

“The Business Events Greater China Showcase is a great opportunity to keep top of mind with key incentive agents and corporate buyers, to ensure Australia continues to attract and secure business. We know Australia is appealing, offering a huge variety in experiences, fresh quality food and wine, unique coastal and aquatic destinations, and service delivery second to none,” O’Sullivan said.

“But as competitor destinations continue to aggressively target China, it’s paramount that Tourism Australia continues to provide the Australian industry with platforms such as the Business Events Greater China Showcase, to increase business opportunities, and to prove there is nothing like Australia for business events.”

The China market is by far Australia’s most valuable inbound visitor market, with the potential to be worth AU$13 billion by 2020.

In 2016, Australia welcomed almost 1.2 million Chinese visitors, with total expenditure reaching just over AUD9 billion, an increase of 18 per cent over 2015.