It is pleasing to see Victoria’s events industry actively courting the important Chinese market and during the recent Victorian Super Trade Mission, the Chinese were captivated by Victoria’s major events calendar. There were a few new event announcements on the mission, like the heralding of a new tennis tournament in Nanjing, where the winner earns a wildcard entry to the 2013 Australian Open.
In addition, the L’Oreal Melbourne Fashion Festival showcased Victorian designers at an event in Beijing, encouraging new business connections and inviting more international interest in the annual festival. This event was done in beautiful collaboration with Victoria’s Spring Racing Carnival.
As Geoff Dixon said at VEIC’s August luncheon, major events provide the ‘sizzle’ to Victoria’s tourism industry, and further boosting our international profile is essential to maintaining the state’s reputation as a premier events destination.