Sunday, February 11, 2024
The Melbourne Convention Bureau (MCB) is delighted to announce James Zheng as the new Regional Director for North Asia and Greater China, reinforcing the Bureau’s commitment to the dynamic MICE (Meetings, Incentive, Conference, and Events) sector in these regions. This appointment underscores MCB’s strategic intent to deepen engagement with the MICE industry across Victoria, North Asia, and Greater China.
Julia Swanson, MCB’s Chief Executive, is confident that James’ extensive background in client relationships, along with his vast network within the industry, will be invaluable. She highlighted his proficiency in developing incentive programs, managing international association conferences, and his expertise in event management and business event destination marketing in China. James’ deep understanding and experience are expected to greatly enhance MCB’s footprint in the area.
“James’ insight and expertise are tremendous assets for us,” Swanson remarked, expressing her excitement about his role in connecting Melbourne with North Asia and Greater China.
Reflecting on his appointment, James is eager to promote Melbourne as the leading destination for business events and innovation in his assigned regions. He aims to highlight Melbourne’s distinctive offerings in business events, rich incentive programs, and the highly experienced professional team that make the city a top choice for global business events.
Melbourne is celebrated for its rich cultural heritage, cutting-edge facilities, and a lively events calendar, making it an attractive location for incentive groups. With over 18 years of engagement in the Chinese market, MCB acknowledges China’s significance as Victoria’s foremost visitor source.
James is enthusiastic about leveraging Melbourne’s appeal and the ‘Team Melbourne’ approach to deliver a memorable experience for Chinese incentive groups. He is committed to nurturing lasting connections and supporting various stakeholders in selecting Melbourne as their premier destination for business events.
Previously holding the position of Director at the Los Angeles Tourism and Conventions Board’s Shanghai office, James has a proven track record in marketing destinations within the Chinese market. His current role at the Victorian Government Trade and Investment Office in Shanghai, in collaboration with Visit Victoria, strategically places him to further solidify the relationship between Melbourne and the Chinese market.
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