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Exploring Sydney’s Charms: BESydney’s Media Event in Beijing

BESydney showcased Sydney's appeal for business events in a recent media event in Beijing. The launch of the "Sydney Meetings Fund" and discussions on effective marketing were highlighted, receiving positive media coverage.

BEIJING, 10 January 2024 — Following the recent “Three-city Mission” promotional luncheons in Guangzhou, Beijing, and Shanghai, BESydney hosted an offline media event on January 10, 2024, at Grand Hyatt Beijing. The purpose of this event is to maintain close contact with the media, showcase Sydney’s unique charm as a conference and incentive tourism destination.

The media event commenced with an introduction to the “Sydney Meetings Fund” campaign, a strategic initiative providing financial subsidies to support business events in Sydney. This was followed by a dynamic panel discussion featuring MICE and media representatives, along with a hands-on “dough figurine” activity, showcasing traditional Chinese handicraft.

Vivian Chen, BESydney’s Director in China, started the event by spotlighting 17 unique venues situated waterside, amidst gardens, enveloped by arts, culture, and history. These venues, heritage-listed and designed for scale, set the tone for the exploration of Sydney’s diverse offerings.

The panel discussion, featuring Zhu from Meetings China, Zhang from Xin MICE, and Hu from Osram, delved into the intricacies of effectively marketing MICE destinations. Hu emphasized the role of social media in generating interest, underscored the critical consideration of budgets in decision-making, and advocated for channel reliance over direct execution. Zhang, a corporate marketing specialist, reflected on the challenges of city marketing and stressed the necessity of a compelling selling point. Zhang proposed that businesses could benefit by organizing events around prominent landmarks, such as the Sydney Opera House, creating immersive experiences for visitors. Zhu, drawing on experience in organizing MICE events, highlighted the shifts in the Chinese incentive market post-pandemic, addressing economic challenges and changes in client demographics. Zhu recommended understanding market dynamics through industry events and concluded by emphasizing the importance of storytelling in destination marketing.

As the event concluded, participants engaged in a kangaroo-making handicraft activity, providing a firsthand experience of Sydney’s cultural richness and local customs through interactive participation.

Media clippings:

Meetings China:

活动 | 助力,悉尼会议奖励旅游局推出“会议基金计划”



MICE Business Tourism:


Travel Industry:


China MICE:

悉尼会议奖励旅游局特别推出“会议基金计划” 为MICE活动成功举办助力

悉尼会议奖励旅游局推出“会议基金计划” 助力MICE活动成功举办

China News:







悉尼会议奖励旅游局积极拓展在华市场 推出“悉尼会议基金计划”

Time Out Beijing:


Ta Kung Pao:

「悉尼會議基金」計劃啟動 助力機構和企業活動舉辦

TTG China:



China Daily:

PR Newswire:

Global Times:


China BT MICE:


Lxs News:


Travel Daily:




MICE China:


Global Times:


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