Gold Coast, Australia Gold Coast, Australia

Chinese Incentive meets on the Gold Coast

The Gold Coast will host over 700 representatives from Chinese company Zhiban Keji this week to experience the city’s attractions and venues as an incentive reward program for its highest sales achievers. The four-night program is expected to inject an estimated economic impact of $1.7 million into the Gold Coast economy.

Destination Gold Coast CEO Annaliese Battista said the city was looking forward to showcasing the city’s world class offering for incentive travel qualifiers visiting from China.

“We’re looking forward to welcoming this prestigious event to our city and have every confidence delegates will enjoy our exceptional business events offering and leisure-based experiences,” Ms Battista said.

“The Gold Coast has developed an enviable reputation internationally as a destination of choice for reward travel, backed by excellence in delivering distinctive and memorable programs.

“Boasting 44 per cent of Queensland’s conference market share, the business events industry injects $540 million annually into the Gold Coast economy.

“Conferences on the Gold Coast typically attract record delegate numbers, so we work collaboratively with industry to promote the city as a top business events destination in efforts to increase our footprint ongoing.”

The program will include experiences at iconic theme parks and attractions including Warner Bros. Movie World, Australian Outback Spectacular, Paradise Country and Sirromet Wines. The group will also visit Australia’s largest outlet, Harbour Town Shopping Centre.

The bid was secured by Destination Gold Coast in partnership with Tourism Australia supported by the Business Events Bid Fund Program (BFP), and Tourism and Events Queensland’s Business Events Acquisition and Leveraging Fund.

“This is another great win for the Gold Coast, which has undergone significant infrastructure development in recent years and continues to build on its legacy as one of Australia’s leading events destination,” Australia’s Minister for Tourism Simon Birmingham said.

“Hosting these international business visitors will provide the Gold Coast with an opportunity to showcase its outstanding tourism credentials, from its world-renowned beaches, beautiful hinterland, top-class shopping and thriving food and wine scene. “The Morrison Government continues to back valuable events through our bid fund program as we recognise the huge benefits they provide to the local economy.”

Queensland’s Tourism Industry Development Minister Kate Jones welcomed the group to the Gold Coast.

“Business events like this one drive visitors to the Gold Coast and create jobs in the local tourism sector,” Ms Jones said. “Destination Gold Coast, Tourism Australia and Tourism and Events Queensland should be commended for securing Zhiban Keji’s program this year.”

In November, the Gold Coast will host the world's largest direct selling company, after being selected for Amway Taiwan’s 2019 Leadership Seminar, which is worth an estimated $2.8 million for the region.  The announcement comes ahead of more large-scale business events wins, with the potential to attract 11,000 delegates and inject more than an estimated $19 million into the Gold Coast economy.