MELBOURNE Convention Bureau is extending its digital presence in China with a new website and setting up accounts with some of the country’s hugely popular social media outlets.
The move follows 15 years of in-market representation across mainland China and Hong Kong – a valuable business and tourism for the state of Victoria.
Chinese-speaking decision makers, influencers and planners can now communicate directly with MCB’s local team in Shanghai through WeChat, while engagement will deepen via the website and YouKu video-hosing service.
“Whilst they may not be able to travel now, the appeal of Melbourne and Australia to the Chinese planners remains high,” said Julia Swanson, MCB chief executive.
“These assets, in conjunction with our in-market team and our regular event planner webinars will enable the bureau to strengthen existing connections, create new and meaningful relationships, and future business opportunities,” she said.
“We know it’s important now more than ever to be flexible and adapt the way we support events for our clients. This vital infrastructure provides a much more convenient and effective platform for Chinese clients to connect with us, communicate in real-time and an opportunity to easily search, locate and consume information about Melbourne, so that when they’re ready to plan their event, MCB is ready to help.”
China is the top visitor market for meetings incentive, conference and events groups to Victoria. Over the five years pre-Covid, MCB welcomed 23,000 delegates from Chinese MICE groups to Melbourne injecting A$100 million in economic contribution to the Victoria state visitor economy.