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Experience Gold Coast boosts industry readiness for Asian market

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Experience Gold Coast boosts industry readiness for Asian market
Experience Gold Coast has partnered with TravConsult to prepare local business events operators to host groups from Asia.

TravConsult are experts in the Asian markets, providing cultural knowledge and market insights to over 50 Gold Coast businesses in an intensive workshop. Markets covered included China, South Korea and Japan.

“China was our largest international source market by total visitors and total expenditure pre-pandemic, and we want to put our best foot forward as we welcome back these international delegates,” said Experience Gold Coast’s head of business events Brooke Campbell. Experience Gold Coast is the new umbrella company for several Gold Coast visitor focussed entities, including Destination Gold Coast.

“It’s a fiercely competitive market and we need to always be pushing the Gold Coast as a premier destination for conferences, exhibitions and incentive group travel,” she said.

TravConsult Managing Director Trevor Lee noted that there were “distinct cultural differences” between different Asian markets and operators should not see the continent as a singular cultural entity.

“We took Gold Coast business event operators on a journey to learn crucial strategies, skills and knowledge to win the business, deliver the promises and wow the Asian guests from China, South Korea and Japan,” he said.

Queensland has just been reconnected directly with the China market post pandemic travel restrictions, with China Eastern Airlines resuming its Shanghai-Brisbane route last week. The service will initially operate three days per week, rising to daily in December until the Chinese New Year travel season wraps up. Chinese New Year will fall on February 10, 2024.

The service will deliver 41,000 inbound seats to Queensland in its first year and no doubt make the state and visitor economy hotspots like the Gold Coast more attractive as business events destinations for the Chinese market.

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