Business Events Sunshine Coast is targeting emerging South East Asia markets.
The enjoyment on the face of the agents from Singapore, Malaysia and Indonesia after experiencing a food-based Sunshine Coast famil has been quickly translated into bookings as the Sunny Coast’s premium food profile wins fans across the region.
Business Events Sunshine Coast (BESC) hosted its first famil of conference organisers and agents from South East Asia in April, with the nine PCOs returning home convinced that the region was ideal for small group, top-end incentive groups.
BESC and Business Events Australia partnered to bring nine PCOs down from Singapore, Malaysia and Indonesia.
While Singapore and Malaysia are already strong markets for leisure travel to the Sunshine Coast, Indonesia is still emerging, and is considered to have great future potential according to BESC executive, Tiffany Beal.
“The PCOs weren’t fully aware of what the Sunshine Coast offered for conference and incentive groups, but after four days experiencing the region’s best soft adventure, food, wellness treatments and accommodation they returned home very impressed with the region’s rich diversity,” she said.
“They were looking for attractions and activities beyond the ‘normal’, and we certainly provided plenty of special moments such as having them breakfast with tigers at Australia Zoo, dining alfresco on the golden sands of Noosa, and 4WD driving on Fraser Island’s beaches.
“We had Peter Wolfe from the famed Cedar Creek Farm providing his services as private chef, and he took the group on a remarkable food trail around the Sunshine Coast that included tasting everything from seafood to feijoas.
“Food and dining are considered important ingredients for South East Asia incentive groups, so we showcased the region through formal dinners at Spicers Clovelly, a degustation dinner at Wasabi and a seafood barbecue on the balcony of the Sebel Maroochydore that came with 180 degree views up and down the coast.”
Ms Beal said that easy accessibility to the Sunshine Coast through Brisbane Airport was a major attraction for potential incentive groups arriving from Singapore, Kuala Lumpur and Jakarta, with itineraries that could also include golf, watersports (including swimming with whales), light trekking and wellness programs.
“We decided on targeting the South East Asia market following our participation last year in the Business Events Australia SE Asia Showcase,” Ms Beal said.
“It was here that we identified Singapore and Malaysia as particularly strong potential growth markets for the Sunshine Coast. These markets are sophisticated, well-travelled, actively seeking alternative destinations in Australia that offered unique, high-end incentive product for smaller groups.”
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