Melbourne Convention Bureau expands its digital presence in China

The Melbourne Convention Bureau is expanding its digital presence in China, launching a new Chinese-language website and Chinese social media accounts. MCB is now featured on WeChat and YouKu, two popular Chinese social media apps. China is the top visitor market for MICE groups to Victoria. Over the five years pre-Covid, MCB welcomed 23,000 delegates from Chinese MICE groups to Melbourne, injecting AUD$100m in economic contribution to the Victorian visitor economy. MCB chief executive Julia Swanson said the website and social tools were the latest additions to the company’s ongoing and active strategy to engage with Chinese clients and demonstrated the bureau’s commitment to the region. Swanson commented: “Whilst they may not be able to travel now, the appeal of Melbourne and Australia to the Chinese planners remains high. 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. “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.”