Some 2,400 delegates from AIA Hong Kong descended on Melbourne in April for a four-day incentive programme.
The group, the largest publicly listed pan-Asian life insurance group, visited Queen Victoria Market, South Melbourne Market, the Tramcar Restaurant, Brighton Beach and Royal Botanic Gardens Melbourne. On the regional leg of their experience, delegates visited the Mornington Peninsula, Yarra Valley, Ballarat and Phillip Island.
Minster for Tourism and Major Events, John Eren said the event a welcomed boost to local and regional economies across the state of Victoria.
“The AIA Hong Kong group is a great opportunity to showcase the best of Melbourne and regional Victoria, generating AUD11 million to our state’s economy,” he said. “Securing this event and taking thousands of delegates to our regions will create more business for local businesses and tourist attractions – and that’s good news for local jobs.”
AIA Hong Kong is the largest publicly listed pan-Asian life insurance group. Incentive travel programs such as this are designed to motivate and recognise employees for outstanding business performance, and Melbourne Convention Bureau (MCB), is tasked with securing these lucrative travel programs for Victoria.
In the 2016/17 financial year MCB secured 158 incentive events, which delivered AUD55 million in economic contribution for Victoria.
MCB chief executive, Karen Bolinger, said Melbourne is among the top three cities for incentive groups visiting Australia, offering a diverse range of experiences that can’t be found elsewhere.
“Incentive groups choosing Victoria are savvy travellers who are moving away from iconic attractions and seeking more immersive and culturally enriching experiences, which our state offers in spades.
“We are fortunate that Melbourne and Victoria have a depth of character that cannot be replicated elsewhere, which is helping us to attract these lucrative incentive groups,” she said.