Melbourne Convention Bureau’s new appointment highlights importance of Chinese market

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James Zheng is MCB's new regional director North Asia and China.

Melbourne Convention Bureau (MCB) has welcomed James Zheng to the role of regional director North Asia and China, highlighting the significance of China as the top visitor market to Victoria.

Last calendar year to date, 75 per cent of corporate, meeting and incentive travel secured by MCB hailed from North Asia and Greater China, illustrating strong demand for Melbourne as the top destination for incentive groups from this market. These incentive programs are set to bring more than 22,800 visitors to Melbourne by 2025.

MCB chief executive Julia Swanson said Zheng “brings a wealth of knowledge and expertise” to the Bureau.

“James’ experience, especially in incentive program development, international association conferences, event management and business events destination marketing, will be a strong asset to MCB’s presence in China,” she said.

Zheng most recently held the position of director at the Shanghai office of the Los Angeles Tourism and Conventions Board where he led the promotion of Los Angeles as a destination to the China Market. Prior to that, he was deputy director at Shanghai International Conference Management Organisation.

“It gives us confidence when we secure a group and send them to hotels and attractions that understand what Chinese delegates are looking for,” he said.

“With the full support of the renowned Team Melbourne, I will spare no efforts to help and support the associations, corporate meeting and incentive event planners to hold their business event in Melbourne and bring inspiring and exciting moments to every client and each participant.”

Zheng is based in Shanghai.