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Canberra’s new incentive for international buyers

By   /  September 26, 2016  /  No Comments

Tourism Australia hosted a business events-led Greater China educational visit to Canberra to coincide with the launch of new direct flights to the nation’s capital this week by Singapore Airlines.

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Tourism Australia partners with Canberra Convention Bureau to showcase Canberra


Photo: National Arboretum Canberra.

Nine incentive agents and media got a taste of Canberra’s business events experiences, including breakfast at the National Arboretum Canberra, a tour of the Royal Australian Mint, lunch at Pialligo Estate and searching for truffles at the Canberra Truffle Farm.

“As the Greater China business events market for Australia continues to mature, Tourism Australia is working hard to grow awareness of new Australian incentive experiences and destinations to inspire key decision makers from the region,” Tourism Australia managing director John O’Sullivan said.

“The launch of new Singapore Airlines direct flights to Canberra this week has provided the perfect opportunity to host an educational visit for Chinese business events agents, helping to extend their product knowledge as well as highlighting that Australia continues to offer something new and exciting for them to share with their customers.”

Tourism Australia has been working in partnership with Singapore Airlines to grow the business events sector in Greater China since 2015, when it signed a Memorandum of Understanding (MoU) with the airline.

Since then, an integrated promotional campaign, under the Business Events Australia brand, incorporating advertising and training events, has worked to increase awareness of Australia as the ideal destination for corporate incentive programs.

Ms Ye Wei, general manager of Carissa MICE Service Co, said her first impression of Canberra was “more nature based than I thought it would be”.

“I was impressed by the National Arboretum Canberra, which has event spaces that overlook the city,” she said.


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