January 30, 2023 | By Bronwen Largier | Image: Sydney | Credit: Tourism Australia

With Chinese incentive buyers able to travel again, Tourism Australia’s specialist unit Business Events Australia will run a major famil in Sydney this April for business events decision makers from across Asia to boost inbound leads for Australian incentives and corporate meetings.

Business Events Australia is targeting 50 buyers and media for the event, which is running for the first time.

The three-day mega famil will be hosted in Sydney with BESydney as the host city partner, and will include invited incentive decision makers from India, Singapore, Malaysia, Indonesia, China, Taiwan, Hong Kong, Japan and Korea.

Buyers will meet with business events bureaux from around Australia during a half-day business session and delegates will undertake an educational visit to another Australian destination before or after their time in Sydney.

“The Asia Mega Famil Showcase presents an opportunity for buyers and media to experience first-hand the wealth of new product available in Australia and for industry to capitalise on the short-lead business coming from the region,” said Robin Mack, Tourism Australia’s head of commercial and Business Events Australia.

“With the return of two-way quarantine-free travel in Greater China, we are thrilled we will also be able to welcome planners and media from this market at the showcase and remind them why there’s nothing like Australia for business events.”

BESydney’s executive general manager of client engagement, Kristian Nicholls, is likewise thrilled that Sydney will host all of the familiarisation delegates for the three day centre point of their Australian visit.

“The showcase is perfectly timed with key Asian markets returning, including China, and will allow us to refresh why Sydney is such an inspirational destination whilst also updating buyers and media on new unique products and experiences for their events,” said Nicholls.

“With Australia’s largest inbound air capacity, supported by Destination New South Wales Aviation Attraction Fund, we are well positioned to accommodate the important Asian inbound market as it returns this year.”