Red carpet for incentives
Asia, Australia has only just scratched the surface, writes Louis Allen. DESTINATION
“There is nodoubt Asia is changing the world – it is already changing the Australian environment.” This is how Business Events Sydney
CEOLyn Lewis-Smith, at theABEEtrade show in Sydney, introduced a seminar on the impact of the Asian Century on Australian business events. Speaking at the same event, New
South Wales deputy-premier Andrew Stoner described the potential for business events out of Asia as “massive”. And Tourism Australia managing
directorAndrewMcEvoy said there were growth opportunities particularly in the pharmaceutical, insurance, manufactur- ing and direct selling segments of the corporate market. “Australia’s biggest strengths are its safety, its natural attractions and its food and wine.” Australia is already ramping up a
track record with Asian incentive groups, which started arrivingabout five years ago. Sydney has hosted Amway China
groups twice, plus 2450 LG employees from Korea and groups from Taiwan and Vietnam. It has just welcomed 3000 high performers from Perfect China. “Our company’s incentives must
include options not available to the average tourist,” says Kent Yu, a high-level PA at Perfect China. The group’s activi- ties included exclusive use of a sheep
Key market for airline Asia is a key market for Australia’s national carrier.
Qantas International CEO Simon Hickey says the airline is developing stronger links to the key hubs of Hong Kong and Singapore, including better frequency and timings. It is already working with Cathay Pacific, China
Eastern, Japan Airlines, Jet Airways and Malaysian Airlines, and is investigating more destinations to Asia using B787-9 aircraft from 2016. Direct destinations being considered include Beijing, Delhi, Mumbai, Seoul and Tokyo (Haneda).
With a track record already of hosting large corporate groups from
station, a fireworks show, and scaling the heights of Sydney Harbour Bridge. To smoothe the way, Sydney Airport
pre-printed incoming and outgoing passenger cards for every Perfect China delegate. The airport also hasMandarin- speaking volunteers, mainly students, to greet groups and has introduced a Chinese app. as a smartphone guide to the airport. China is the airport’s second-largest
inbound passenger market, and airport executive Shelley Roberts points out that 52 per cent of the world’s population is now in reach of Sydney. Melbourne also has its share of
incentive groups fromAsia, just hosting more than 4000 Amway delegates from India. The city has also had incentives from Amway China (7200), Indonesia, Korea and The Philippines. In Queensland, Cairns is also
experienced at hosting Asian incentive groups. “The Great Barrier Reef and wet
tropics rainforest offer not only great activity options but also provide fantastic venues offsite and teambuilding activities,” says Business Events Cairns & Great Barrier Reef director of business events Rosie Douglas.
“We have good international airline
access to Asia with direct services from Japan,Hong Kong and China along with gooddomestic
connectivity.Currentlywe have groups travelling from Singapore, mainland China,Hong Kong and Japan.” Many Australian convention bureaux
have offices in Asia, particularly China. India is another target market for
Australia, with Air India about to intro- duce direct Sydney/Mumbai services using the new Boeing 787 Dreamliner.
Events extra dimension Special events offer something beyond what is available year-round, and in Australia Melbourne is known for inter- national events. “Special events provide guests with a
‘moment in time’ experience,” saysCEO John Isherwood of Melbourne catering company Peter Rowland. “Incorporating an experience at Melbourne Cup Carnival, theAustralianGrandPrix or the International Airshowat Avalon offers an experience that can never be repeated.” With 50 years’ experience, and winner
of the Caterer of the Year in this year’s Restaurants & Catering Awards, the company offers hospitality packages at these and other annual events. E
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