Melbourne Convention Bureau deepens connection with Chinese clients

Melbourne Convention Bureau (MCB) has launched a new in-language website and popular Chinese social accounts as it looks to deepen its engagement across China and Hong Kong.

MCB chief executive Julia Swanson said the website and social tools across WeChat and YouKu were the latest additions to the company’s ongoing and active strategy to engage with Chinese clients and demonstrated the bureau’s commitment to the region.

“Whilst they may not be able to travel now, the appeal of Melbourne and Australia to the Chinese planners remains high,” she said.

“These assets, in conjunction with our in-market team and our regular event planner webinars will enable the bureau to strengthen existing connections, create new and meaningful relationships, and future business opportunities.

“We know it’s important now more than ever to be flexible and adapt the way we support events for our clients. This vital infrastructure provides a much more convenient and effective platform for Chinese clients to connect with us, communicate in real-time and an opportunity to easily search, locate and consume information about Melbourne, so that when they’re ready to plan their event, MCB is ready to help.”

Prior to Covid, China was the top visitor market for business event groups to Victoria.

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