Tourism Australia kicked off its annual Greater China Showcase yesterday. Over three days, the hybrid event will bring together key customers from Greater China and Australia’s business events industry.

A flagship annual event for Tourism Australia, the Business Events Australia Greater China Showcase provides Australian industry with an opportunity to meet and do business with qualified incentive planners and corporate decision makers from across Greater China. Australian industry participating in the event include convention bureaux and centres, accommodation providers, event products and experiences.

Australian sellers will meet virtually with key agents and corporate customers, who will attend the physical event in Shanghai. More than 80 incentive decision makers from Greater China will connect with 60 of Australia’s business events industry.

Last year’s Showcase generated more than 100 leads for Australia.

“Greater China remains one of Australia’s most important markets for incentive travel and this activity will help keep Australia in mind for future opportunities,” said Penny Lion, executive general manager events at Tourism Australia.

“Each Australian region has new developments and infrastructure updates to share with our partners in Greater China. The event also serves as a regular opportunity for both markets to connect with one another, forge new relationships and build on existing ones.”

Lion went on to highlight the event, originally scheduled for October 2020 as a face-to-face experience, allows industry to share market trends, insights and customer behaviour patterns.

“That sharing of information allows Australian industry sellers to better support event planners on the delivery of future incentives in Australia,” she said.

For the physical component of the event in Shanghai, buyers will be invited to a destination showcase to enjoy a taste of the Australian lifestyle with a nature-based picnic theme, including a selection of Australian food and drinks.