Rich cultural heritage, unique natural scenery, excellent service quality...... Australia, a continent in the southern hemisphere, has become one of the top destinations for MICE travel worldwide.
2024“澳会有期(Australia Next)”盛大开幕。
On September 9, 2024, Australia's iconic MICE event "Australia Next" was held in the tourist destination of Cairns North Queensland. The business meeting during the show was held at the newly refurbished Cairns Convention Centre, bringing together 80 international travel agency buyers and 96 Australia MICE industry sellers from around the world, and Knowledge Economy Magazine was invited as one of 15 media representatives from around the world.
“澳会有期(Australia Next)”洽谈现场。
Normally held every two years, the "Macau Club" (formerly known as "Dreamtime") returns in 2023 after the pandemic and continues to be held this year, showcasing the diverse MICE tourism resources for the international MICE industry and enhancing Australia's attractiveness as a premier MICE destination.
The Australian Club will be in session
Showcase the charm of Macau
Part.01
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This publication learned that a total of 29 travel agency buyers from Chinese mainland and Hong Kong and Taiwan participated in the conference, which is the largest lineup among all participating countries, reflecting the important position of China's tourism market in Australia. In the exchange with buyers of Chinese travel agencies, the reporter found that because of the more friendly visa policy to China, Australia occupies a considerable advantage in the same level of MICE destinations. In addition, our reporter also learned that direct selling enterprises are still the most important source of tourists in the MICE market, and the others are in the fields of medicine, insurance, wine, finance, and automobiles.
At the exhibition site, after a short opening ceremony led by aboriginal culture, all buyers and sellers were accurately classified and grouped, and conducted in-depth cooperation and exchanges at a speed of 13 minutes to ensure that buyers and sellers can contact more favorite partners, and the whole event was organized very professionally and efficiently.
澳大利亚旅游局局长暨行政总裁韩斐励(Phillipa Harrison)。
Speaking at the event, Phillipa Harrison, Director and Chief Executive Officer of Tourism Australia, said: "We are delighted to welcome international buyers and media representatives to Australia for the second year in a row to accelerate the industry's recovery. "In the year to March 2024, MICE has generated $4.6 billion in revenue for Australia, with visitor numbers returning to 75% of previous peaks and total spending surpassing 2019 levels." We look forward to further boosting the confidence of international buyers, strengthening partnerships in the MICE industry and bringing fruitful results to business MICE tourism in Australia." ”
Knowledge Economy interviewed Robin Mack, Executive General Manager of Business and MICE at Tourism Australia, who told the magazine that "buyers from 10 key markets around the world have experienced Cairns' world-class MICE venues and rich tourism resources," adding: "Last year's Dreamtime event brought us 212 business opportunities and generated $192 million in spending, and we look forward to this year's 'Dreamtime' The Macao Club will bring more business opportunities and empower the future development of MICE tourism. ”
Robin Mack, Executive General Manager, Business & MICE Tourism, Tourism Australia.
Malobin believes that the success of Australia's MICE market comes from its unique natural and cultural advantages, from natural scenery, wildlife, customs and indigenous culture to Aboriginal culture, which are well worth experiencing, as well as excellent infrastructure and MICE service facilities. More importantly, Australia has a very professional and reliable service team to bring more convenience and achievability to everyone, ensuring that participants can get the best conference service and travel experience.
It is reported that Australia has been constantly launching new tourism products and new service experiences, more than 200 new star hotels have been opened in the past five years, Brisbane's upcoming Queen's Wharf brings together 50 restaurants and 4 hotels, Melbourne has invested 1.17 billion Australian dollars for comprehensive upgrades, and Sydney's new airport and super seafood fishing port are about to open, which are all super projects that the MICE market likes to see. At the same time, Australia tries to integrate the concept of natural environmental protection and sustainable development in every event, and can customize sustainability-related brand activities according to the customer's own cultural needs to enhance the value of MICE tourism.
“澳会有期(Australia Next)”与会人员合影。
Malobin revealed that flights to and from Australia have now recovered 74%, and by the end of the year, they will reach the level of 94%, basically eliminating the adverse impact of the epidemic. He also found that many businesses are now looking at previously more niche Australia destinations, including places like Adelaide, Cairns and the Gold Coast, which are well suited to boutique MICE itineraries, giving businesses already in Australia some new options.
In addition, Malobin also admitted that whether it is leisure tourism or MICE tourism, China is the most important market for Australia. Since the beginning of this year, Nu Skin, Perfect, Amway and other companies have successively organized more than 1,000 MICE teams to come to Australia, making him very optimistic about the future of China's MICE market.
Macao tourism resources are in full bloom
Part.02
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Based on the negotiation rules similar to those of travel agency buyers, our reporter interviewed representatives of MICE bureaus in 7 major cities in Australia at this exhibition, and conducted in-depth exchanges on the unique MICE tourism resources in the corresponding regions.
Brisbane (Queensland capital)
Holly Aldridge, Head of Business Events, Brisbane Economic Development Board.
Holly Aldridge, Head of Business Events at Brisbane Economic Development Board, said the $3.6 billion Queensland newest entertainment and leisure destination, Queensland's newest entertainment and leisure destination, was officially opened in August this year, transforming the once underutilised area into a stunning and vibrant oasis.
布里斯班。 图© Tourism and Events Queensland
It is reported that because Brisbane will host the 2032 Summer Olympic and Paralympic Games, the Australia government has invested 25 billion Australian dollars to upgrade infrastructure and service facilities, which has also greatly improved the local MICE service level and will further demonstrate world-class MICE facilities.
As Australia's third largest city and the vibrant capital of Queensland, Brisbane is known as the 'Sunshine State', offering stunning natural wonders and attractions, as well as an ideal destination for MICE travel. At the same time, the city's rapid growth is underpinned by a strong commitment to environmental protection and sustainable development. In 2024, The New York Times ranked Brisbane as one of the best places to visit in the world.
In March 2024, Nu Skin (China) chose Brisbane for its 1,500-person Star Climb Tour, achieving an all-round novel experience.
Sydney (New South Wales)
悉尼会奖局内容主管Sarah Stevenson。
Sarah Stevenson, head of content at the Sydney Convention and Events Bureau, told reporters that as Australia's largest and oldest iconic city and economic center, Sydney is known for its long and diverse cultural traditions, wonderful outdoor experiences, diversified dining experiences, etc., and has always been the first choice for MICE tourism companies arriving in Macao.
悉尼海港大桥-悉尼歌剧院。 图© Tourism Australia
In this world-class city of 5 million people, it is home to two landmark buildings, the Sydney Opera House and the Harbour Bridge, as well as unparalleled MICE services in the surrounding area. Whether you're looking to get close to nature, just want to lay on the beach, or take a city walk in the city, in Sydney, you've got it all. From harbour-facing venues to urban wineries, Sydney has a wide range of event venues.
At the same time, Sydney continues to improve its MICE hospitality with its first surf park in 2024, a new seafood fishing harbour market in 2025 and a new airport in 2026.
Perth (Capital of Western Australia)
珀斯商务会奖旅游局CEO Gareth Martin。
Gareth Martin, CEO of Perth Business Events & Tourism, said that Perth is the fourth largest city in Australia and a city with no time difference with China, which is very suitable for small and medium-sized high-end, boutique MICE groups. Especially for many businesses that have already organised MICE tours in Australia, Perth is a new option.
As one of the world's best travel destinations by National Geographic, Perth has always attached great importance to the development of China's MICE market, and currently provides cash subsidies for MICE groups of more than 10 people, setting a new record for MICE boards across Australia. Just this year, Amway China's Taiwan 1,000-person MICE team and Perfect (China) 2,000-person MICE team have landed in Perth, setting a new record for hospitality MICE teams in Perth.
Western Australia, where Perth is located, is Australia's largest state, accounting for one-third of the land area, about three-quarters of the state's population lives in Perth, and is also an economic powerhouse in Australia, accounting for 80% of mineral exports to China. In addition, Perth is also home to the Swan Valley, Australia's second largest wine region, offering a premium wine experience, as well as chocolate factories and nut factories that you can experience.
Perth is a city with no time difference with China, with its greenery, turquoise sea and white sand, charming taverns within easy reach, known for its beautiful beaches and pleasant climate, not only the super large Kings Park, but also the Cayveson Wildlife Park, where you can experience lobster fishing offshore, and is also a great place for deep-sea whale watching.
Balance bike around Rottnest Island
Take a walk on Mandurah Beach and discover the giants
Huge space in King Perth's Park
Cairns Crown Hotel Cluster
Experience attractions around Perth
Melbourne (Victorian capital)
Julia Swanson, Chief Executive Officer, Melbourne Convention Bureau, and Joanna Garrie, Director of Meetings and Incentives.
Joanna Garrie, Director of Meetings and Incentives at Melbourne Convention Bureau, said Melbourne is the cultural centre of Australia and is known as the "cultural capital of Australia". With world-class MICE tourism resources and the largest hotel supply in Macau, more and more Chinese MICE groups are choosing Melbourne. In April 2025, Melbourne will welcome Amway (China)'s MICE team of more than 10,000 people, fully demonstrating its MICE reception capabilities.
墨尔本皇家植物园。 图© Visit Victoria
If you're looking for a business event with a difference, Melbourne doesn't disappoint. Not only can you make the most of its unrivalled cultural and dining experiences, but you'll also be able to take part in festivals, events, and top-notch accommodation, venues, and events.
It is reported that the "Macao Convention Period" will be held in Melbourne in 2025, and Julia Swanson, CEO of Melbourne Convention Bureau, looks forward to industry representatives coming to Melbourne to jointly promote the vigorous development of business and incentive tourism.
Adelaide (capital of Southern Australia)
Mark Phelps, Director of International Tendering, Adelaide Convention and Awards Board.
Mark Phelps, Adelaide Convention & Awards International Tender Director, says it's a "15-minute city" with 15 minutes to reach many corners of the city and a 60-minute drive to the main surrounding landscape, making it ideal for groups.
阿德莱德亨利海滩。 © 图 Nathan Godwin
Adelaide is not only the wine capital of Australia and the seafood capital of Australia, but also has unique advantages in fine wine and food, and has been rated as one of the most livable cities in the world for many years. At the same time, there are also unique experiences such as watching great white sharks under the sea, underground hotels, opal hunting in mining areas, and beer towns in Germany.
Cairns & Great Barrier Reef (North Queensland)
Tara Bennet, General Manager, Partnerships & Events, Cairns & Great Barrier Reef Convention and Awards.
Tara Bennet, General Manager of Partnerships and Events at Cairns and the Great Barrier Reef, said that this year's Australia Next was organised by Cairns and the Great Barrier Reef Events and Events in collaboration with Tourism Australia's Business Events Department, hoping that participants would have a deeper understanding of the MICE resources around Cairns and the Great Barrier Reef.
The Great Barrier Reef is the star of Australia tourism, the world's largest coral reef group, and Cairns is a transit point to the Great Barrier Reef. There are many large boats with a capacity of 400 people on the Great Barrier Reef, and you can experience different sea rides in groups upon arrival, so you can accommodate large tour groups.
In 2022, Cairns and the Great Barrier Reef MICE launched Reforest, an innovative low-carbon environmental protection program, emphasizing the connection and integration with nature, such as an environment where animals can be close to each other, open-air restaurants by the sea, and activities that do not sacrifice the environment, reflecting Cairns's positive attitude and importance towards sustainable MICE tourism.
The Kuranda Koala Gardens are close to the animals
Cairns Palm Cove Internet celebrity restaurant
Shangri-La Hotel, Cairns
Experience the Great Barrier Reef, the world's largest reef system
Experience attractions around Cairns.
Northern Territory
北领地会奖局市场专员Vanessa Johason。
Vanessa Johason, Marketing Specialist at the Northern Territory Convention and Awards, is proud of the Northern Territory's unique geographical advantages as the origin of Australian culture, which is rich in Aboriginal cultural heritage.
The mysterious and wild Northern Territory, known as the 'Heart of Australia', Ayers Rock, also known as Uluru Rock, is the world's largest reddish-brown monolithic monolithic rock. It is reported that the Northern Territory has established a national park around the boulder and launched a series of circumferential activities, including traditional stargazing and the latest drone light show.
Uluru-Kata Tjuta National Park. Photo Tourism © Australia
In addition, in the Northern Territory, you can also see the largest crater on earth, magical red cliff canyons that make you feel like you have stepped into an alien world, Alice Hot Springs, Wildlife Park, Darwin Beach, private harbour and more, all of which offer unique themed activities and tailor-made programs for groups.
Darwin, the capital of the Northern Territory, is an ideal place to explore Aboriginal culture and nature. Not only is it rich in historical sites, but it also has beautiful beaches, unique wildlife and an extensive variety of Mindir Beach sunset markets.