James to lead Team Melbourne in Shanghai

JAMES ZHENG is Melbourne Convention Bureau’s new regional director for North Asia and China.

Zheng will be based in Shanghai and his appointment comes as Melbourne strengthens its commitment to ties between the state of Victoria the meetings and incentives market across North Asia and Greater China.

He was formerly director at the Shanghai office of Los Angeles Tourism and Conventions board and previously deputy director at Shanghai International Conference Management Organisation where he led the events department in promoting the city as a MICE destination.

“James’ experience, especially in incentive program development, international association conferences, event management and business events destination marketing, will be a strong asset to MCB’s presence in China,” said Julia Swanson, Melbourne Convention Bureau’s chief executive.

“He brings a wealth of knowledge and expertise to the Melbourne Convention Bureau, and we are delighted to welcome him as our regional director for North Asia and Greater China.”

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Figures show that 75 per cent of corporate, meetings and incentive travel secured by MCB over the past calendar year was from North Asia and Greater China. These incentive programs are expected top bring more than 22,800 visitors to Melbourne through to 2025. 

Zheng said: “The city’s rich and unique business events offerings and crafted immersive experiences for incentive programs, plus a full-service professional team with over 50 years of experience, make Melbourne stand out as a premier business events destination worldwide.”

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The Team Melbourne approach and the bureau’s partner initiatives that cater to Chinese groups are among the standards that impressed Zheng.

“It gives us confidence when we secure a group and send them to hotels and attractions that understand what Chinese delegates are looking for,” he said.

“With the full support of the renowned ‘Team Melbourne’, I will spare no efforts to help and support the associations, corporate meeting and incentive event planners to hold their business event in Melbourne and bring inspiring and exciting moments to every client and each participant.”

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