Tourism Australia has launched its first WeChat Mini Program, designed to raise awareness of Australia as a business events destination for event planners in Greater China.

The program, led by Business Events Australia (BEA), builds on the organisation’s existing digital presence in China including its WeChat channel and dedicated Chinese website.

WeChat Mini Programs are ‘sub applications’ within the popular social media channel which provide additional opportunities to maintain audience engagement with daily ‘push’ messaging, account subscriptions and two-way communication functionality.

The Business Events Australia WeChat Mini Program will act as an information hub featuring inspiring content on key Australian business events destinations, experiences, products, program suggestions and success stories. It will provide business event customers with useful research and planning tools and facilitate information sharing and conversations between Chinese event planners and the in-market BEA team.

On the launch, executive general manager events at Tourism Australia Penny Lion said: “Tourism Australia’s new WeChat Mini Program builds on our digital activity in China. It will be seamlessly integrated with Business Events Australia’s dedicated Chinese website whilst extending awareness and preference of Australia as a business events destination by engaging with target audiences in a digital space they’re active in.

“Prior to the pandemic, Greater China was the largest business events market for Australia by spend, injecting around A$470 million in 2019 alone. Keeping connected with the Chinese events industry is a key part of BEA’s COVID-19 recovery strategy.”

Users log in via unique profiles and will be able to save contacts and information, which will enable Australian industry to better leverage business development opportunities and deliver highly targeted marketing initiatives to customers in-market.

There are more than 1.2 billion users on WeChat each month, spending an average of 90 minutes per day on the platform.

In addition to being an instant messaging app, WeChat provides opportunities for organisations to engage with audiences through daily push messages and account subscriptions.

The new Mini Program will see Tourism Australia as one of only two national tourism organisations with a dedicated business events Mini Program worldwide.