AIA Hong Kong sent 2,400 delegates to Melbourne on an incentive tour program from April 10-13, during which the group participted in activities across the state of Victoria.
Highlights included the Queen Victoria Market, South Melbourne Market, the Tramcar Restaurant, Brighton Beach, and Royal Botanic Gardens Melbourne, with the option of visiting out-of-town destinations Mornington Peninsula, Yarra Valley, Ballarat, and Phillip Island.
AIA Hong Kong – which generated a total of US$8.5 million during the tour – is the largest publicly listed pan-Asian life insurance group, and Melbourne Convention Bureau (MCB) was responsible for securing the tour.
“Incentive groups choosing Victoria are savvy travellers who are moving away from iconic attractions and seeking more immersive and culturally enriching experiences,” said Karen Bolinger, CEO at MCB.
“We are fortunate that Melbourne and Victoria have a depth of character… which is helping us to attract these lucrative incentive groups.”
In the 2016/17 financial year, MCB – with the support of the Victorian Government – secured 158 incentive events which generated US$74 million for Victoria.