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Melbourne benefits from £12m mega incentive

Almost 3,000 Chinese delegates finish 5-day incentive trip, the largest group since 2008

Pictured: delegates from Perfect China enjoy the programme in Melbourne

Almost AUD$20 million (£12m) has been injected into the Melbourne economy, following a 'mega incentive' of Chinese delegates last week.

Almost 3,000 delegates from Perfect China spent five days in Melbourne's CBD, Sovereign Hill, Mornington Peninsula and Phillip Island after arriving on 19 June.

They are the largest Chinese incentive group to travel to Victoria since 2008. Minister for Tourism and Major Events, John Eren, said the event strengthened growing ties between Victoria and China.   

"China is Victoria’s number one market in spend, arrivals and growth, and we’re continuing to benefit from the expansion of key Chinese airline carriers," he said.

"I congratulate the Melbourne Convention Bureau for securing this event for Victoria."

Karen Bolinger, Melbourne Convention Bureau CEO, said: "China is our top visitor market for incentive groups to Victoria and Chinese travellers have evolved in the experiences they are looking for, moving away from iconic attractions to more immersive experiences. 

"Our major events calendar has attracted increasing numbers of Chinese visitors, including incentive groups looking to reward their staff to a day at the races or a back stage Grand Prix experience. Both uniquely Melbourne experiences."

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