The 32nd ACM International Conference for Multimedia 2024 – managed by ICMS Australasia and running from 28 October to 1 November in Melbourne – had an initial target of 700 delegates but that figure grew to 1700, with 1200 Chinese delegates in attendance.

Despite Chinese visitor numbers having been down following the COVID-19 pandemic, there are signs the tide has turned, including with attendance at this conference.

ICMS Australasia CEO Emma Bowyer says the increased delegate figures from China are due to a reduction in travel restrictions for Chinese citizens, substantial growth in the field of multimedia – particularly AI – and a concerted effort by ICMS Australasia and organising committee members in marketing directly to the Chinese market, including using locally preferred platforms such as WeChat.

“We were aware there was a huge tech and multimedia science industry in China and significant pent-up demand for experts there to share knowledge and research with the rest of the world,” says Bowyer.

“Our conference chair, Jianfei Cai, along with some key members of the organising committee who work closely with many Chinese universities and research organisations, helped us promote the event, especially through WeChat.

“Our combined efforts resulted in significant rise in delegate attendance, which is fantastic news for the Australian multimedia community and the city of Melbourne.

“We know our Melbourne suppliers and the city of Melbourne benefited from the increase in delegate numbers. In terms of accommodation alone, we estimate an additional 5000 room nights for the city’s hotels.”