MCB hires regional director for North Asia and Greater China
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Melbourne Convention Bureau (MCB) has appointed James Zheng to the role of regional director – North Asia and China.
Zheng is located at the Victorian Government Trade and Investment Office in Shanghai, co-located with Visit Victoria.
Most recently, Zheng 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, leading the events department to promote Shanghai to the world as a MICE destination.
With over 18 years of active in-market representation, MCB recognises 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 out till 2025.