Perth is experiencing a resurgence in its Chinese corporate incentive travel market, fuelled by strengthened air links and targeted initiatives.
“It looks fantastic in terms of projections for the corporate incentive market for this year,” Gareth Martin, CEO of Business Events Perth, told TTGmice. “We’ve seen a really strong rebound for this sector across our key markets of Singapore, Malaysia, and especially China; China is currently our number one market.”
This surge is exemplified by Perfect (China), a global health and beauty direct seller, which rewarded 2,040 of its top performers with a meticulously planned incentive programme in Western Australia in June 2024. The event, coinciding with the company’s 30th anniversary, involved 51 flights, 6,915 room nights, and 55 tour charters, generating an estimated A$12 million (US$7.4 million) for the local economy. This also marked the first time a Chinese direct sales company hosted a mega seminar in Western Australia.
The return of China Southern Airlines’ thrice-weekly Guangzhou-Perth service in November, adding 41,000 inbound seats annually, has significantly boosted accessibility.
“China Eastern Airlines also offers seasonal flights over the peak Chinese New Year season further enhancing direct air access to Perth from China,” Martin added.
Enhanced flight connectivity has translated into increased business opportunities, according to Shihan Abdeen, director of sales & marketing at Pan Pacific Perth.
“With enhanced flight connectivity between Perth and China, our business opportunities have expanded significantly,” he said. The hotel, boasting the largest business events space in Perth’s CBD, is investing heavily in the Chinese market, utilising platforms like WeChat and collaborating with Business Events Australia to increase its reach.
Business Events Perth is also actively promoting Western Australia as a compelling business events destination in China, partnering with Business Events Australia, Tourism Western Australia, airlines, and media. These collaborations include enhanced presence at tradeshows, destination showcases, and training seminars.
To further attract Chinese groups, Business Events Perth offers a “friendly and attractive subvention scheme” with easily achievable criteria, requiring a minimum delegation size of 10 adults and a two-night stay.
“This is further supported by a strong network of local partners who understand the habits and needs of Chinese MICE delegates,” Martin emphasised.
