Business Events Australia builds on digital activity in China

Tourism Australia has launched its first WeChat Mini Program specifically dedicated to raising awareness and preference for Australia among Chinese event planners.

Led by Business Events Australia, the program builds on the organisation’s existing digital presence in China including its WeChat channel and dedicated Chinese website.

WeChat Mini Programs are ‘sub applications’ within the popular social media channel which provide additional opportunities to maintain audience engagement with daily ‘push’ messaging, account subscriptions and two-way communication functionality.

The new Mini Program will see Tourism Australia as one of only two national tourism organisations with a dedicated business events Mini Program worldwide.

“Tourism Australia’s new WeChat Mini Program builds on our digital activity in China,” said Penny Lion, executive general manager events at Tourism Australia.

“It will be seamlessly integrated with Business Events Australia’s dedicated Chinese website whilst extending awareness and preference of Australia as a business events destination by engaging with target audiences in a digital space they’re active in.”

Prior to the pandemic, Greater China was the largest business events market for Australia by spend, injecting around $470 million in 2019 alone.

“Keeping connected with the Chinese events industry is a key part of Business Events Australia’s COVID-19 recovery strategy,” she said.