BEIJING, 10 January 2024 — Following the recent “Three-city Mission” promotional luncheons in Guangzhou, Beijing, and Shanghai, BESydney hosted an offline media event on January 10, 2024, at Grand Hyatt Beijing. The purpose of this event is to maintain close contact with the media, showcase Sydney’s unique charm as a conference and incentive tourism destination.
The media event commenced with an introduction to the “Sydney Meetings Fund” campaign, a strategic initiative providing financial subsidies to support business events in Sydney. This was followed by a dynamic panel discussion featuring MICE and media representatives, along with a hands-on “dough figurine” activity, showcasing traditional Chinese handicraft.
Vivian Chen, BESydney’s Director in China, started the event by spotlighting 17 unique venues situated waterside, amidst gardens, enveloped by arts, culture, and history. These venues, heritage-listed and designed for scale, set the tone for the exploration of Sydney’s diverse offerings.
The panel discussion, featuring Zhu from Meetings China, Zhang from Xin MICE, and Hu from Osram, delved into the intricacies of effectively marketing MICE destinations. Hu emphasized the role of social media in generating interest, underscored the critical consideration of budgets in decision-making, and advocated for channel reliance over direct execution. Zhang, a corporate marketing specialist, reflected on the challenges of city marketing and stressed the necessity of a compelling selling point. Zhang proposed that businesses could benefit by organizing events around prominent landmarks, such as the Sydney Opera House, creating immersive experiences for visitors. Zhu, drawing on experience in organizing MICE events, highlighted the shifts in the Chinese incentive market post-pandemic, addressing economic challenges and changes in client demographics. Zhu recommended understanding market dynamics through industry events and concluded by emphasizing the importance of storytelling in destination marketing.
As the event concluded, participants engaged in a kangaroo-making handicraft activity, providing a firsthand experience of Sydney’s cultural richness and local customs through interactive participation.
MICE Business Tourism:
Time Out Beijing:
Ta Kung Pao:
China BT MICE: