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Aiming to support Australia’s MICE sector, Tourism Australia’s dedicated business events team based in Shanghai focuses on raising awareness of the country’s business events offerings, as well as supporting Australian industry in securing incentive events from the Chinese market.

The authority’s efforts had many positive outcomes including a partnership with Business Events Cairns & Great Barrier Reef to help secure the 2019 Amway China Leadership Seminar which is expected to welcome more than 8,000 delegates.

Meanwhile, the authority was recently awarded the China MICE Golden Chair Award for Most Innovative International MICE Destination of the Year and the M&C China Award for Best Overseas Meeting & Incentive Destination of the Year for the fifth-consecutive year.