Sydney Told To Look To China For MICE Growth
Some of Australia’s leading business events figures met in Sydney at a special forum to discuss how Sydney can attract more global business events and the challenges the industry faces.

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Some of Australia’s leading business events figures met in Sydney at a special forum to discuss how Sydney can attract more global business events and the challenges the industry faces.

 

Convened by the Sydney Convention and Visitors Bureau (SCVB), the briefing included presentations from Bruce MacMillan, the President and CEO of the world’s largest meetings body, Meeting Professionals International (MPI) and SCVB Managing Director Jon Hutchison.

 

A panel comprising the newly appointed CEO of Events NSW, Geoff Parmenter, the Managing Director of Tourism Australia, Geoff Buckley, and the Hotel/Tourism Portfolio Manager of The GPT Group, Bruce Morris, also shared its views on the industry outlook.

 

The speakers highlighted the key challenges ahead for Sydney, including international competition and the need for more meetings infrastructure.

 

However, the consensus was that Sydney was better placed than ever to address these challenges, with new support for business events from the New South Wales Government, international recognition as the world’s leading city brand and a professional workforce delivering a great experience for visitors.

 

Mr MacMillan told the gathering of 200 industry representatives that his organisation’s research showed that business was booming for business events worldwide, with increasing competition providing great opportunities for leading destinations.

 

In an overview of market conditions, Mr Hutchison said while the international economic situation posed challenges for the industry, the overall outlook for Sydney was very positive.

 

Mr Hutchison predicted a resurgence in long haul travel from Europe and increased interest from the United States, while reaffirming that Sydney’s greatest business events potential lay in the emerging markets of Asia, in particular China.
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