Queensland’s Business Events Sunshine Coast (BESC) attended the Business Events Australia North Asia Showcase in China and South Korea earlier this month.
BESC attended the China portion of the showcase for the second year and South Korea for the first time with the aim of educating event planners and buyers about the Sunshine Coast as an alternative Australian destination – ideal for conference and incentive programs.
Sunshine Coast Destination Ltd (SCDL) CEO, Mr Simon Ambrose said this showcase was an important initiative for our business events sector and provided us with direct meetings and access to 200 key buyers in China and South Korea.
“The Sunshine Coast is a versatile and dynamic destination for business events as we take advantage of our natural environment of beaches and hinterland. However, we are relatively unknown in North Asia with the exception of icons such as Australia Zoo and Fraser Island.
“This showcase provides a unique opportunity for us to engage with buyers, build relationships and increase awareness of the Sunshine Coast as a business events destination,” said Mr Ambrose. “We have also been able to gain valuable insights into market trends and gain intelligence, so we can further develop and tailor product.
“We look forward to welcoming more Chinese and South Korean conference and incentive groups to our beautiful destination,” added Mr Ambrose.
For incentive groups arriving in Australia, BESC has highlighted combining a city with the Sunshine Coast as creating a complete Australian experience. Brisbane is located just one hour from the Sunshine Coast and there is direct access with daily flights from Sydney and Melbourne to the Sunshine Coast Airport.
The showcase was part of Australia in China Week 2014, designed to promote Australia as a trade, investment, education and tourism destination.
Business Events Sunshine Coast is the convention bureau for the Sunshine Coast, and a division of the regional tourism organisation, Sunshine Coast Destination Ltd (SCDL).
China is Australia’s fastest growing business events market and is expected to be the largest business travel market in the world by 2016.