Brisbane secures $12m Taiwan incentive

2,000 qualifiers from Cathay Life Insurance heading to the city in 2024 with organisers impressed by bid support, scenery and culture

BRISBANE’s destination appeal and global connectedness has helped secure one of the city’s largest international incentive groups in history with 2,000 delegates from Cathay Life Insurance in Taiwan arriving in Queensland next May.

The reward trip for the insurance company’s top performers us expected to fill more than 10,000 hotel nights in Brisbane and inject AUD12.6 million (about US$8.1m) into the local economy.

The bid was secured by Brisbane Economic Development Agency in partnership with Tourism Australia’s Business Events Bid Fund Program (BFP) and Tourism and Events Queensland (TEQ).

The delegates will be among the first overseas incentive groups to experience Howard Wharves

“Cathay Life had its first large-scale incentive trip in Australia in 2000. We are very impressed by the culture and natural scenery of Brisbane, and we are looking forward to returning to this beautiful city and exploring it in depth,” said Shang-Chi Liu, general manager of Cathay Life Insurance.

Cathay Life Insurance is rated as Taiwan’s largest insurance company, with eight million policyholders and services more than 20 million insurance policies in Taiwan.

Brisbane was selected ahead of popular cities in Europe and Asia in the final stage of the selection process. Previous destinations for the incentive have included Melbourne, Hawaii and Japan, with the program last held in Australia in 2018.

Brisbane… More than an Olympic Dream

Adrian Schrinner, Brisbane’s Lord Mayor said: “Brisbane is becoming an internationally acclaimed destination, with international travellers flocking to our city to see our fantastic tourism offerings for themselves,” said

“Come May 2024, the successful delegates will be among the first in the world to experience Queen’s Wharf – Brisbane’s new AUD3.6 billion world-class entertainment and lifestyle precinct.

“Between our premium event venues, urban adventures, breathtaking natural wonders and quintessential Australian experiences, Brisbane is a compelling destination for international business events.”

Moreton Island is one of the potential itinerary stops

Anthony Ryan, CEO of Brisbane Economic Development Agency, said the city’s business events incentive strategy in attracting Asia-based incentive groups continued to deliver dividends for the city.

“We’ve seen an influx of global businesses turning to Brisbane to reward their top performers,” Ryan said.

Backgrounder… Tide to the dream in Australia

“We look forward to welcoming Cathay Life Insurance Taiwan, and we’re ready to showcase an abundance of new attractions, hotels, dining experiences, and cultural gems across Brisbane, ensuring an unforgettable trip for their delegates.”

Tourism Australia managing director Phillipa Harrison said: “Securing important bids to host incentive events like Cathay Life Insurance Taiwan is great for Brisbane and Australia and will deliver significant benefits to the $4.5 billion business events economy.”


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