Incentives continue to drive business events influx from Asia-Pacific to Victoria

Melbourne continues to attract incentive reward programmes from the Asia-Pacific market, with the latest success a major Hong Kong incentive group, AIA Hong Kong, which brought 2,400 international delegates to the state of Victoria 10-13 April.

In Melbourne the group visited Queen Victoria Market, South Melbourne Market, the Tramcar Restaurant, Brighton Beach and Royal Botanic Gardens Melbourne. On the regional leg of their experience they had the option to visit the Mornington Peninsula, Yarra Valley, Ballarat and Phillip Island.

The state minister for tourism and major events, John Eren, described the event as a great boost to local and regional economies across the state.

“The AIA Hong Kong group is a great opportunity to showcase the best of Melbourne and regional Victoria, generating A$11m (US$8.5m) to our state’s economy.”

“Securing this event and taking thousands of delegates to our regions will create more business for local businesses and tourist attractions – and that’s good news for local jobs.”

AIA Hong Kong is the largest publicly listed pan-Asian life insurance group and it uses incentives programmes to motivate and recognise employees for outstanding business performance.

In 2016/17 financial year Melbourne Convention Bureau, with the support of the Victorian government, secured 158 incentive events which delivered A$95.5m (US$74.2m) in economic contribution for Victoria.

MCB’s CEO Karen Bolinger said Melbourne was among the top three cities for incentive groups visiting Australia and said savvy travellers were now moving away from iconic attractions and seeking more immersive and culturally enriching experiences.

“We are fortunate that Melbourne and Victoria have a depth of character that cannot be replicated elsewhere, which is helping us to attract these lucrative incentive groups,” Bolinger said.


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