Tourism Australia has launched its first WeChat Mini Program with a goal to raise Australia’s profile as a business events destination amongst the Greater China market.

Led by Business Events Australia, the program builds on the organisation’s existing digital presence in China including its WeChat channel and dedicated Chinese website.

Hold on, what is a WeChat Mini Program?

WeChat Mini Programs are ‘sub applications’ within the popular social media channel, which had more than 1.2 billion monthly users in the third quarter of 2020, according to Statista.

Mini Programs are similar to other smartphone apps, however they require no extra download for the user as everything takes place within the WeChat interface.

They’re designed to provide additional audience engagement opportunities, including daily ‘push’ messaging, account subscriptions and a two-way communication functionality.

For Business Events Australia, the WeChat Mini Program will act as an information hub featuring inspiring content on key Australian business events destinations, experiences, products, program suggestions and success stories.

The Mini Program will provide business event customers with useful research and planning tools. It will also facilitate information sharing and conversations between Chinese event planners and the in-market Business Events Australia team.

Staying connected with international event planners

Penny Lion, executive general manager events at Tourism Australia, said the program will be seamlessly integrated with Business Events Australia’s dedicated Chinese website.

“Prior to the pandemic, Greater China was the largest business events market for Australia by spend, injecting around A$470 million in 2019 alone,” she said.

“Keeping connected with the Chinese events industry is a key part of Business Events Australia’s COVID-19 recovery strategy.”

Users will log in to the Mini Program via unique profiles and will be able to save contacts and information, which will enable Australian industry to better leverage business development opportunities and deliver highly targeted marketing initiatives to customers in-market.