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  • Melbourne Convention Bureau welcomes its new Regional Director for North Asia and Greater China

    February 04, 2024

    In a commitment to strengthening ties between Victoria, North Asia and Greater China’s thriving Meetings, Incentive, Conference and Events (MICE) industry, Melbourne Convention Bureau (MCB) welcomes James Zheng to the role of Regional Director - North Asia and Greater China.


    With a strong client relationship background and industry wide network, MCB Chief Executive Julia Swanson says, “James’ experience, especially in incentive program development, international association conferences, event management and business events destination marketing, will be a strong asset to MCB’s presence in China.


    "He brings a wealth of knowledge and expertise to the Melbourne Convention Bureau, and we are delighted to welcome him as our Regional Director for North Asia and Greater China.”


    Commenting on his appointment, James said, “I feel so honoured to join the Melbourne Convention Bureau, to showcase Melbourne - Australia’s events and innovation capital in North Asia and Greater China.


    “The city’s rich and unique business events offerings and crafted immersive experiences for incentive programs, plus a full-service professional team with over 50 years of experience, makes Melbourne stand out as a premier business events destination worldwide.”


    Abundant in quality accommodation, from fully equipped five-star luxury hotels in the heart of the city, Melbourne provides an ideal setting for incentive groups to rejuvenate and rest in style. The city leads in events, arts, culture, sports, and infrastructure, boasting a year-round calendar of events, festivals, and shows, all underpinned by a rich multicultural history and complemented by world-class eateries.


    With over 18 years of active in-market representation, MCB recognises the significance of China as the top visitor market to Victoria. Continuing its legacy of delivering unparalleled service and fostering enduring relationships between China and Victoria has resulted in this market returning to its full potential. 


    Last calendar year to date, 75 per cent of corporate, meeting and incentive travel secured by MCB hailed from North Asia and Greater China, illustrating strong demand for Melbourne as the top destination for incentive groups from this market. These incentive programs are set to bring more than 22,800 visitors to Melbourne out till 2025.


    Melbourne is a vibrant and welcoming city, offering a multitude of ever-changing and exclusive experiences to accommodate Chinese incentive groups. What continually sets the city apart is its personalised relationship driven ‘Team Melbourne’ approach and MCB partner initiatives in place to cater to the Chinese traveller.


    “It gives us confidence when we secure a group and send them to hotels and attractions that they understand what Chinese delegates are looking for. With the full support of the renowned ‘Team Melbourne, I will spare no efforts to help and support the associations, corporate meeting and incentive event planners to hold their business event in Melbourne and bring inspiring and exciting moments to every client and each participant,” said James.


    Most recently James held the position of Director at the Shanghai office of the Los Angeles Tourism and Conventions Board where he led the promotion of Los Angeles as a destination to the China Market. Prior to that, he was Deputy Director at Shanghai International Conference Management Organisation, leading the events department to promote Shanghai to the world as a MICE destination. 


    James is located at the Victorian Government Trade and Investment Office in Shanghai, co-located with Visit Victoria.


    Learn more about Melbourne Convention Bureau and get in touch today for help with planning an unparalleled, top-tier program in Melbourne to reward, motivate and retain staff.


    -   ENDS   -



    Media enquiries

    Giselle Lloyd, Melbourne Convention Bureau

    T+61 429 553 183 E[email protected]


    Notes to editors:


    Image for use: James Zheng, Regional Director - North Asia and Greater China, Melbourne Convention Bureau.

    James Zheng, Regional Director of North Asia and Greater China MCB