Kicking off on Monday and wrapping up Wednesday, the event has returned in a face-to-face format this year for the first time since 2019.
Twenty-nine Australian industry are meeting with 55 Chinese buyers during the showcase.
Alongside talking business, Australian sellers have the opportunity to understand the latest business events insights out of the China market to help position themselves best to win business from the world’s most populous country and the source of Australia’s largest incentive wins.
“Greater China remains one of Australia’s most important markets for corporate incentive travel,” said Robin Mack, Tourism Australia’s executive general manager of commercial and Business Events Australia.
“Tourism Research Australia’s latest International Visitor Survey shows more than 95,000 business events visitors travelled from Greater China in 2024, with a total spend of AUD $555 million.”
“We’re thrilled the Greater China Showcase has returned this week, providing our Australian industry partners with the opportunity to generate leads and build long-term relationships with key customers from across Greater China.”
Tourism Australia will provide another major incentive activity boost, across all markets, later this year when it hosts its usually biannual incentive showcase Australia Next in Melbourne.
The Melbourne showcase will mark the third straight year the event has been held, after an additional iteration of Australia Next was added in 2024 to supercharge Australia’s incentive pipeline after the pandemic.
