Melbourne Convention Bureau (MCB) has made the move to deepen its
commitment to one of its most important markets, China, with the launch
of multiple Chinese platforms to stay connected with clients.
Pre-Covid, China has consistently ranked as the top visitor market
for MICE groups to Victoria — where over a five-year period from 2015,
23,000 delegates pumped AUD$100 million (US$76.3 million) into the
And now, on the back of 15 years of exchange with China and Hong
Kong, Chinese-speaking decision makers, influencers and planners will be
able to access information from MCB's new in-language website, with all
content translated specifically for the market.
On the content front, clients will be supported with materials on
planning a business event in Melbourne, see sample incentive programmes,
successful case studies, and the latest news on incentive travel and
A customised QR code will also quickly link MICE professionals to
social media channels WeChat and YouKu to allow for real-time engagement
with MCB’s local team in Shanghai.
These platforms are tablet and mobile-friendly, as well as highly
visual with videos and virtual reality experiences — in line with the
market's engagement patterns.
MCB chief executive, Julia Swanson, said the move demonstrates the
bureau's commitment to the region, where the appeal of Melbourne and
Australia "remains high".
“We know it’s important now more than ever to be flexible and adapt
the way we support events for our clients. This vital infrastructure
provides a much more convenient and effective platform for Chinese
clients to connect with us, communicate in real-time, and an opportunity
to easily search, locate and consume information about Melbourne, so
that when they’re ready to plan their event, MCB is ready to help."