Melbourne hosts huge Asian fam trip

Melbourne hosts huge Asian fam trip


Melbourne is hosting a major Asian familiarisation trip this week.

The Melbourne Convention & Visitors Bureau (MCVB), in collaboration with Tourism Victoria, has brought 70 Asian buyers to the city for the ‘2012 Asia Mega Famil & Workshop’. The four-night programme will see the arrival of both leisure and MICE agents from Malaysia, Singapore, Taiwan, Thailand, Indonesia, Vietnam, Hong Kong and China.

The idea is to put them in direct contact with Victoria’s main travel suppliers, in an effort to showcase the state’s tourism offerings to key decision-makers. Pre-touring, teambuilding and business sessions are also included in the itinerary.

MCVB’s CEO, Karen Bolinger, said that this year’s event would replace its annual Asian roadshow.

“In the past we have taken a group of key Victorian business events suppliers to Asia where they have pitched their individual products to prospective buyers. This year’s approach will allow for more suppliers to become involved and give buyers the opportunity to physically see and experience the products for themselves,” Ms Bolinger said. “What’s more, Melbourne and regional Victoria’s profile will be further raised through an invited trade media programme.”

Victoria’s Minister for Tourism & Major Events, Louise Asher, said the event marked a significant opportunity for the state’s tourism industry.

“The Asian market continues to be a key strategic priority for driving the ongoing growth and success of Victoria’s tourism industry,” she said. “We look forward to hosting our Asian buyers in Melbourne this week to see first-hand Victoria’s wealth of tourism experiences and destinations.”

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