Business Events Sydney (BESydney) is expanding its sales and marketing reach in China with the opening of a new office in Shanghai.

Shu Ping Chen has been appointed as business development manager to be based in Shanghai.

Shu Ping Chen has been appointed as business development manager to be based in Shanghai for Business Events Sydney

“Asia is a key growth area for us especially China, where we have seen strong interest in Sydney for outbound corporate incentive groups. We are delighted that Shu Ping has joined us,” BESydney Chief Executive Officer, Jon Hutchison, said.

BESydney works closely with the New South Wales (NSW) government to align priorities and collaborate on winning business events for Sydney. Business development efforts are focused primarily on core segments; finance and insurance services, information communication technology (ICT), pharmaceutical, manufacturing and direct selling sectors.

Chen boasts an impressive background, with over 10 years working in the tourism industry. She has strong knowledge of the Australian tourism product from her past roles, where she has attained the Aussie Specialist Certification awarded by Tourism Australia.

Reporting to Sinead Yeo, business development director Asia, Chen will be responsible for developing relationships with key corporate clients from the priority sectors.

Her most recent position was as business development manager with Experience Tours Australia, a division of the Australian Outbound Travel (AOT) group, where she was responsible for the markets of Singapore and Vietnam.

“Since opening the BESydney office in Hong Kong in 2003, we have confirmed an estimated $373 million worth of business from Asia for Sydney, of which 77% originates from China.” said Hutchison.

BESydney secured 69 business events in 2009/10, a significant increase from the previous record of 47 wins in 2002/3. These events will deliver an estimated $179 million to the NSW economy.