BEA Asia Mega Famil kicks off

asia mega famil
Sydney is set to welcome a large group of event planners from across Asia for a mega famil. Photo: Tourism Australia

The Business Events Australia Asia Mega Famil Showcase has kicked off today with the first group of international planners arriving in Australia for a pre-famil visit ahead of the Sydney program with host city partner Business Events Sydney.

The group of around 50 planners and media are arriving from countries including Greater China, India, Indonesia, Malaysia, Singapore, Japan and Korea.

“Asia is an important region for Australia with more than 316,000 business events visitors from the region travelling to our shores in 2019, contributing $1.4 billion in direct expenditure,” said Tourism Australia’s business events boss Robin Mack.

“The Business Events Australia Asia Mega Famil Showcase provides the opportunity to bring international agents from Asia to Australia to meet our warm and welcoming people, enjoy our unique and diverse landscapes, and experience first-hand the wealth of new product we have available.

“It also provides Australia’s convention bureaux the opportunity to connect and build relationships with international planners during the business session and capitalise on the short lead business coming from the region.”

Mack said while some of the event planners had previously visited Australia there had been a lot of new infrastructure development in the interim.

“With the return of two-way quarantine free travel in China earlier this year, we are so pleased to be hosting a strong contingent of planners from the market, highlighting that Australia remains a highly desirable destination for business events,” he said.

Business Events Sydney CEO Lyn Lewis-Smith said the group represented important markets for the city and the nation.

“We could not be more proud to be able to show key business events decision makers and influencers around our favourite sights, sounds and feel new Sydney experiences so they can help us build demand back as airline capacity returns,” she said.