TNZ Roadshow – working to grow business events from China

New Zealand's Business Events industry is about to come face to face with over 400 Chinese MICE buyers, thanks to the China Business Events Roadshow organized by Air New Zealand and Tourism New Zealand.

The Roadshow is part of the organisations efforts to grow this valuable sector of the New Zealand economy.

Tourism New Zealand's International Business Events Manager Bjoern Spreitzer says, "It is estimated that the Chinese business events sector alone accounts for some 13.5 million outbound trips globally each year, which presents a significant opportunity for New Zealand."

"The China Roadshow plays a fundamental role in Tourism New Zealand's strategy to engage with the lucrative Chinese business events sector and is central to our work to portray New Zealand as a high-end destination."

Tourism New Zealand, along with a group of key industry delegates, will spend just over a week in market, where they will meet with qualified incentive agents, conference planners and corporate buyers in Shanghai and Beijing.

"It is a great opportunity for New Zealand operators who are interested in establishing relationships with Chinese incentive buyers - to learn more about the market and attract more incentive business," says Bjoern.

"China is an important and growing inbound market for business events.

"This year we have literally jam-packed the schedule for attendees to maximise the value this group of industry will gain from the roadshow."

Industry participating in the roadshow this year include: Auckland Convention Bureau, Rotorua Events & Venues, Queenstown Convention Bureau, Real Journeys, Explore Group Ltd, A China Travel, Pan Pacific Travel and A China Travel.  

The group will spend two days in Beijing where they will undertake a MICE (Meetings, Incentives, Conferencing and Exhibitions) training event and gala dinner, followed by a series of meetings with key corporate decision makers.

They will then head to Shanghai to attend the IT&CM (Incentive Travel & Convention, Meetings) tradeshow which will provide another business platform to meet potential buyers.

"Industry will have access to over 400 qualified International and Chinese MICE Buyers providing another opportunity to meet key decision makers and maximise business opportunities while in market," says Bjoern.  

Tourism New Zealand will also be delivering our key messages with a presentation at the IT&CM Association Day.

Air New Zealand's Regional GM for Asia, Sandeep Bahl, says "Corporate incentive business is an important and growing segment for Air New Zealand in China and we are thrilled to work with Tourism New Zealand and the other participants on this roadshow to promote New Zealand as a business events destination.

"With the launch of our new Boeing 787-9 Dreamliner onto the route later this year and daily direct services from Shanghai to Auckland we are actively investing in building demand for incentive and conference business from China".

The first traces of a growing association market are also showing in China with 1,328 conference visitors having come to New Zealand in the year ending February 2014 indicating growth opportunities in the conference market.

It has been a big year for business events in New Zealand, with increased investment in growing the sector following Budget 2013.

In May Tourism New Zealand will once again attend IMEX Frankfurt, with the 100% Pure New Zealand - Naturally Beyond Convention Stand, where the team will be on hand for one-on-one appointments as well as group presentations over the three days.

"Our trade engagement continues to be supported by on-going Business Events activity including our management of the Conference Assistance Programme (CAP) which has seen us secure five bid wins since July 2013, as well as marketing activity with the 100% Pure New Zealand - Naturally Beyond Convention campaign in market," says Bjoern.