AUSTRALIA is bouncing back as the destination of choice for Chinese mega-incentive organisers with outbound groups shaking off the pandemic slowdown and heading Down Under.
Overall business event figures have already recovered to pre-Covid levels, but China’s late opening following the easing of Covid restrictions in 2023 saw Chinese inbound arrivals lagging that of other markets, particularly New Zealand and the United States.
For Robin Mack (left), Tourism Australia’s executive general manager for commercial and Business Events Australia, it is not only the figures for June this year showing a 69 per cent to pre-Covid lives, but also the prospect of more incentive groups following Amway, Nu Skin and Perfect China.
Direct-marketing organisations Nu Skin and Perfect China have brought groups of some 1,800 and 1,500 to Brisbane and Perth respectively while Melbourne is preparing to welcome 10,000 in phases from Amway China in 2025.
“China is doing really well for us in the business events segment, but overall it was later to re-open,” Mack told MIX on the sidelines of the Australia Next incentive showcase in Cairns.
“If I look at the month of June, which is our latest status for all purpose of business, it was at 69 per cent of where it was pre Covid in June 2019. But even with that at 69 per cent it was still our second biggest market in for that month [with] New Zealand number one, China number two.”
Spending from business events activity in Australia in the 12 months up to March this year stood at A$4.6 billion (about US$3.1bn) with the incentive market 85 per cent back from pre-pandemic levels, Mack said.
Feature… Let Your Groups Dive into Cairns
“We know from those markets, that the predominant incentive is 85 per cent back – so even higher than our other business segments. Spend is also back to pre-Covid levels already for business events. Globally, we’re at A$4.6 billion, and that’s in March data.”
Key to China business event arrivals breaking pre-Covid levels is the return of more direct flight connections in addition to new routes. Cairns, which hosted Australia Next event in September, is expecting Cathay Pacific to resume direct flights from Hong Kong in December. The city’s International terminal is also being redeveloped.
“One of the barriers for any destination is the return of aviation, and we’re about 75 per cent back now [for China]. By the end of the year we’ll be 95 per cent back,” he said.
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Australia Next 2024 welcomed 80 international buyers – a third of whom were first-time visitors to the country – with Business Events Cairns and Great Barrier Reef hosting fam trips. Groups also visited other cities on pre- and post-event tours.
“One of the key things that we hope on is the [sales] leads. At our last event in Adelaide, which was less than a year ago, we had 212 leads worth a potential A$190 million to the visitor economy.”
Australia Next 2025 is scheduled to be held in Melbourne.
