Australia - China Ready for Business Events

Australia is fast becoming an experienced business event and incentive destination for
visitors from China. Tourism Australia Business Events and their event partners recently
hosted 3,000 delegates from China for the Perfect China Incentive Program in Sydney. While
the Gold Coast in Queensland also recently hosted Herbalife China incentive delegates who
experienced the excellent diversity of venues and experiences from natural experiences to
man-made attractions.

In the last financial year, Asia represented 50% of the tourist market in NSW, with half of
that from China. Coming to Sydney in the next 12 months are 11 business events with
30,000 Chinese visitors from industries including direct selling, automotive, pharmaceutical
and insurance. The Gold Coast also regularly hosts large groups from China including
incentive events for Toyota, Amway and Cathay Life. As host of the 2018 Commonwealth
Games, the Gold Coast will continue to enhance its capacity to cater for large-scale groups
and events.

The Australian business events industry is responding to this growing market in a number of

  • Business events stakeholders in NSW have developed a strategy to help them be
    "China ready" to welcome new visitors from China, including conference delegates
    and business events.
  • Educational programs have been developed to better support the retail and
    hospitality sectors how to communicate with visitors from China, better understand
    their cultural differences, and their interests including food, shopping and
  • Selected Sydney hotels now provide products and services in Mandarin including
    beverages and snacks, in-room directories, a dedicated hotel TV channel, emergency
    signage and Mandarin speaking concierge.
  • Sydney airport are developing signage in Mandarin to help direct passengers landing
    in Sydney.
  • The new Sydney Convention and Exhibition Centre will include a major
    redevelopment of Chinatown.

Case studies available:
Perfect China – Sydney
Herbalife China - Gold Coast