A strategic decision over a decade ago to invest into the rapid growth of the global incentives market to Australia out of Asia has proved a game changer for BESydney.
The strategic bidding services organisation is set to achieve a record-breaking year, having secured year-to-date A$102 million from the market in 2018, on the eve of Tourism Australia’s Business Events Australia Greater China Showcase 2018.
With no signs of slowing down, BESydney has expanded its presence since first setting up an office serving the Asian markets in 2004, enabling strong relationships and trust to be built with large corporate entities across a broad range of sectors including finance, direct selling and manufacturing. Due to the short-lead nature of this business, responsiveness and an ability to deliver tailored, unique experiences every time has proven to be Sydney’s winning card, with 50 Asian incentives in 2018 attracting more than 19,000 delegates to experience the city across the year.
BESydney has achieved close to 20 per cent year-on-year growth in the value of events secured from Asia over the past decade, and this market now accounts for almost half of the global meetings business secured and delivered for the State each year.
Earlier this year during the Vivid Sydney festival, the Harbour City welcomed Jeunesse Global bringing more than 6,500 of its top performers for its 2018 Lifestyle Rewards event. Officially the largest corporate incentive group ever to visit the festival, Jeunesse Global’s incentive trip generated $40 million in direct expenditure for the State’s economy, including a visit to Port Stephens, one of the largest corporate group to visit the region.
“Time and time again our clients confirm that a visit to Sydney has a real impact on their business when their teams return home inspired and motivated from their time here,” said BESydney CEO, Lyn Lewis-Smith. “Sydney helps them boost sales performance and drive business goals, and so we have been very successful in achieving a high level of repeat visitation.
“Through our strong networks, we also help our clients build connections with industry and government stakeholders in Australia. These relationships can lead to trade, investment and partnership opportunities long after the event itself.”
BESydney Regional Director – Asia, Sinead Yeo explained, “Sydney was the first Australian global meetings bidding organisation to open an office in Asia, and this helped us to gain a deep understanding of client’s challenges and opportunities. This is a market where strong relationships and a reputation for delivery makes the difference. Our 50-year track record at BESydney shows Sydney delivers.”
The support and backing of the NSW Government has been solid throughout this time, most recently evidenced by the NSW Minister for Tourism and Major Events, Adam Marshall, leading a delegation Greater China Roadshow in Xi’an to promote Sydney and regional NSW’s tourism offerings. Among the 21 business represented were several BESydney Strategic Partners and Members such as Sydney Opera House, BridgeClimb Sydney, Australian Cruise Group, Mirvac’s Birkenhead Point, Hyatt Regency, Luna Park Sydney and Merlin Entertainments Group.
Tourism Australia’s Business Events Australia Greater China Showcase 2018, 25 – 28 November, is designed to provide Australian industry with a platform on which to develop their relationships with incentive buyers from the China market, and to provide insights into market trends.
