Melbourne Convention Bureau’s James Zheng.
Melbourne Convention Bureau (MCB) has named James Zheng as its
regional director - North Asia and Greater China. With a strong client
relationship background and industry wide network, MCB chief executive
Julia Swanson said: “James’ experience, especially in incentive
programme development, international association conferences, event
management and business events destination marketing, will be a strong
asset to MCB’s presence in China.”
Most recently, Zheng held the position of director at the Shanghai
office of the Los Angeles Tourism and Conventions Board where he led the
promotion of Los Angeles as a destination to the China market. Before
that, he was deputy director at Shanghai International Conference
Management Organisation, leading the events department to promote
Shanghai to the world as a MICE destination.
Zheng is located at the Victorian Government Trade and Investment Office in Shanghai, co-located with Visit Victoria.
With over 18 years of active in-market representation, MCB recognises
the significance of China as the top visitor market to Victoria. Last
calendar year to date, 75% of corporate, meeting and incentive travel
secured by MCB came from North Asia and Greater China, showing strong
demand for Melbourne as the leading destination for incentive groups
from this market. These incentive programmes are set to bring more than
22,800 visitors to Melbourne till 2025.