SYDNEY, May 6 (Xinhua) -- Tourism Australia's push to accommodate China's valuable outbound MICE (Meetings Incentives Conferences and Exhibitions) market has reached a critical juncture with the arrival of 1,000 Chinese delegates on Sunday. During the five-day visit, they may determine Australia's MICE fortunes.
Arriving on the Gold Coast this weekend as part of Herbalife's Leadership Vacation 2012, the global nutrition company's top sellers will sample a five-day itinerary, of some of Australia's top incentive activities including a visit to the Currumbin Wildlife Sanctuary, golf on one of the 40 championship golf courses and team building on one of the Gold Coast's pristine stretches of coastline.
Tourism Australia Managing Director Andrew McEvoy said the visit by the Chinese delegation was a great opportunity to demonstrate Australia's expertise in staging world-class business events.
"China is an important market for Australian tourism, offering future potential for both business and leisure travel thanks to the nation's rapid economic rise," Mr McEvoy said.
"We know business events visitors in particular are high yielding and critical to helping the industry achieve our Tourism 2020 goals, which includes doubling the overnight expenditure generated by business events visitors to Australia to $16 billion annually by the end of the decade.
"During their visit to the Gold Coast, we really want to ensure the Chinese delegation not only experience our world-class venues and meeting facilities and can-do attitude of our people industry, but also what makes Australia unique and special as a destination, " Mr McEvoy said.
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