(左起)澳大利亞旅游局商業(yè)及商務(wù)會獎旅游部執(zhí)行總經(jīng)理馬洛賓(Robin Mack)、澳大利亞旅游局首席營銷官高素珊(Susan Coghill)、澳大利亞旅游局局長暨行政總裁韓斐勵(Phillipa Harrison)、國家旅業(yè)網(wǎng)總經(jīng)理雷蕊

安利（中國）6000人團、如新6000人團、完美（中國）3000人團……近年來，許多上述這樣的超級旅游團紛紛造訪澳大利亞，開展獎勵旅游活動。如此大的規(guī)模，較為密集的頻率，不由得讓人羨慕之余，也生出幾分好奇：為什么都選擇了澳大利亞？這幾天我在澳洲參加其標(biāo)志性會獎盛事“澳會有期（Australia Next）”，通過與七家會獎局還有眾多中澳會獎專業(yè)人士交流，對這個問題有了一個自己的答案。

In recent years, serveral big incentive groups such as Amway (China) with 6,000 person group, Nuskin group with 6,000 person, Perfect (China) group with 3,000 person have visited Australia for incentive activities. With such a large scale and dense frequency, it is not only enviable, but also curious, why did they choose Australia as incentive destination? These days, I attended the signature incentive event "Australia Next", and through communication with seven MICE bureaus and numerous professionals from China and Australia, I have come up with my own answer to this question.

活動現(xiàn)場

“澳會有期(Australia Next)”洽談現(xiàn)場布里斯班經(jīng)濟發(fā)展局隸屬于布里斯班市政府，是布里斯班會獎單位。作為布里斯班吸引商業(yè)投資、重大商務(wù)活動及旅游業(yè)的部門，與政府及私營部門密切合作，旨在提升布里斯班在全球的影響力并為布里斯班經(jīng)濟發(fā)展注入動力。

Brisbane Economic Development Agency (BEDA) is under the jurisdiction of the Brisbane City Government and is a Brisbane MICE department. As a department that attracts business investment, major business events, and tourism in Brisbane. BEDA works closely with the government and private sector to enhance Brisbane's global influence and inject momentum into Brisbane's economic development.

布里斯班經(jīng)濟發(fā)展局商務(wù)活動主管Holly Aldridge女士介紹，耗資36億美元的昆士蘭最新娛樂休閑目的地“皇后碼頭”正在布里斯班河畔成形，從2024年8月開始，這座城市的一個未充分利用的地區(qū)將變成一個令人驚嘆的充滿活力的綠洲。

Ms. Holly Aldridge, Head Of Business Events at BEDA, introduced that the $3.6 billion Queen’s Wharf, Queensland’s newestentertainment and leisure destination is taking shape onBrisbane’s River edge, transforming an underutilised part of thecity into a breathtaking and vibrant oasis from August of2024.

布里斯班作為昆士蘭州充滿活力的首府，布里斯班不僅提供了令人驚嘆的自然奇觀和景點，也是會獎旅游的理想目的地。同時，這座城市的快速發(fā)展也秉承著對環(huán)境保護和可持續(xù)發(fā)展的堅定承諾。與會代表們可以享受無與倫比的獨特河濱區(qū)、頂級住宿和正宗的澳大利亞體驗，這進一步提升了布里斯班作為可持續(xù)商業(yè)活動首選目的地的聲譽。

As the vibrant capital of Queensland, Brisbane not only offers stunning natural wonders and attractions, but is also an ideal destination for business events. At the same time, the rapid development of this city also upholds a firm commitment to environmental protection and sustainable development. Delegates can enjoyunparalleled access to distinctive riverside precincts, top-tieraccommodations, and authentic Australian experiences, further enhancing Brisbane's reputation as the preferred destination for sustainable business activities.

凱恩斯及大堡礁會獎局今年與澳大利亞旅游局商務(wù)會獎部合作，舉辦澳大利亞標(biāo)志性會獎盛事“澳會有期（Australia Next），為國際會獎行業(yè)展示多樣化的會獎旅游資源，以提升澳大利亞作為卓越商務(wù)會獎目的地的吸引力。

This year, Business Events Cairns & Great Barrier Reef in partnership with Business Events Australia to host Tourism Australia’s signature incentive event "Australia Next 2024," showcasing a diverse range of business event resources to the international business events industry and designed to increase awareness of Australia as an outstanding incentive destination. 

凱恩斯及大堡礁會獎局合作與活動總經(jīng)理Tara Bennet女士介紹道，凱恩斯及大堡礁會獎局是熱帶北昆士蘭的官方會議局，提供非常細致周到的服務(wù)，包括行業(yè)介紹、提案協(xié)助、現(xiàn)場考察行程和目的地營銷資料等。Mexicairns是今年8月剛開放的一個新場地，能為多達500人的商務(wù)活動提供活動空間。

Ms. Tara Bennet, General Manager of Partnerships and Events at Business Events Cairns & Great Barrier Reef, introduced Business Events Cairns & Great Barrier Reef is the official convention bureau for Tropical North Queensland, providing complementary services include industry introductions, assistance with proposals, site inspection itineraries, and destinationmarketing materials. Mexicairns is a new venue openingAugust 2024, offering event space for business events with up to500 delegates.

凱恩斯及大堡礁會獎局于2022年推出了一項創(chuàng)新型低碳環(huán)保計劃 Reforest，體現(xiàn)了凱恩斯對可持續(xù)發(fā)展的積極態(tài)度與重視，令人印象深刻。

Business Events Cairns & Great Barrier Reef launched an destination carbon offset program “Reforest” in 2022, which reflects Cairns' positive attitude and emphasis on sustainable development and is impressive.

早在1969，悉尼市就成立了會議獎勵旅游局，專門推廣悉尼承接獎勵旅游的優(yōu)勢，致力于將悉尼和新南威爾士州打造成為世界商務(wù)活動和會議的頂級目的地之一。

As early as 1969, the Sydney City established the Convention and Incentive Tourism Bureau, dedicated to promoting Sydney's advantages in hosting incentive tourism and striving to build Sydney and New South Wales into one of the top destinations for global business events and conferences.

我們的交流是與悉尼會獎局內(nèi)容主管Sarah Stevenson女士，作為澳大利亞最大、最古老的城市，悉尼有著悠久的多元文化歷史，以及絕佳的戶外體驗。這座500萬人口的世界級城市，擁有兩大澳大利亞著名的地標(biāo)建筑：悉尼歌劇院和悉尼海港大橋。悉尼會獎局也一直與政府、行業(yè)和活動供應(yīng)商保持密切合作，致力于為企業(yè)客戶提供更具特色的定制化會獎策劃方案。再加上悉尼會議獎勵旅游局的不懈努力，自然吸引到了最多的MICE活動。比如：2022安利印度尼西亞領(lǐng)導(dǎo)力研討會、2018金融服務(wù)行業(yè)標(biāo)志性國際盛會SIBOS年度國際會議、2018日本領(lǐng)先化妝品經(jīng)銷商JCosme獎勵大會 、2017安利（中國）領(lǐng)導(dǎo)力研討會 、2016如新創(chuàng)星登峰游等。 

Our appointment was with Ms. Sarah Stevenson, Head of Content of BESydney. As the largest and oldest city in Australia, Sydney has a rich multicultural history and excellent outdoor experiences. This world-class city with a population of 5 million boasts two famous landmarks in Australia: the Sydney Opera House and the Sydney Harbour Bridge. BESydney has also maintained close cooperation with the government, industry, and event providers, committed to providing more distinctive customized MICE planning solutions for corporate clients. In addition, with the unremitting efforts of BESydney, it naturally attracted the most incentive activities. For example, 2022 Amway Indonesia Leadership Seminar, 2018 SIBOS Annual International Conference which is a landmark international event in the financial services industry, 2018 JCosme incentrive Conference for Leading Cosmetics Distributors in Japan, 2017 Amway (China) Leadership Seminar,  2016 Nuskin Summit Tour, etc.  

從面向海港美景的場地到城市釀酒廠，悉尼有著數(shù)不勝數(shù)的多樣化活動場地選擇。W悉尼酒店是悉尼新開的酒店之一，目前世界最大的W酒店。悉尼也即將在2024年秋季迎來首個沖浪公園，它將成為廣大沖浪愛好者的必去打卡點。

From venues with stunning harbor views to urban breweries, Sydney offers an endless variety of activity venues to choose from. The W Sydney Hotel is one of the newly opened hotels in Sydney and currently the largest W hotel in the world. Sydney will also welcome its first surfing park in the autumn of 2024, which will become a must visit spot for surfing enthusiasts.

珀斯商務(wù)會獎旅游局是西澳大利亞州商務(wù)活動的最高機構(gòu)，一直以來十分重視中國會獎旅游市場的開發(fā)。

Business Events Perth is the highest organization for business activities in Western Australia and has always attached great importance to the development of the Chinese business event market.

珀斯是一個和中國沒有時差的城市，這座城市非常適合中小規(guī)模的高端、精品會獎旅游團隊。珀斯商務(wù)會獎旅游局CEO Gareth Martin先生(右)認為，對于很多已經(jīng)組織過澳大利亞會獎旅游的企業(yè)來說，珀斯是一個全新選擇。就在今年，完美中國2,000人會獎團隊和安利中國臺灣的1,000人會獎團隊都選擇珀斯作為會獎旅游目的地，刷新了珀斯接待會獎團隊的新紀(jì)錄。

Perth is a city with no time difference from China, which is very suitable for small and medium-sized high-end, incentive tourism groups. Mr. Gareth Martin, CEO of Business Events Perth, believes that Perth is a new choice for many companies that have already organized incentive groups to Australia. Just this year, the Perfect China group with 2,000 person and Amway China (Taiwan) group with 1,000 person, both chose Perth as the incentive destination, setting a new record for the Perth reception incentive group.

墨爾本會議局是維多利亞州領(lǐng)先的全方位服務(wù)機構(gòu)，提供免費的“一站式”服務(wù)，涵蓋活動策劃的各個階段，從項目和行程規(guī)劃，到住宿、場地、特色游覽和團建活動的推薦。

Melbourne Convention Bureau (MCB) is Victoria’s leading full-service agency, providing free "one-stop" services covering all stages of event planning, from project and itinerary planning to recommendations for accommodation, venues, featured tours, and team building activities. 

墨爾本會議局會議及獎勵旅游總監(jiān)Joanna Garrie女士表示，越來越多的中國會獎團組重新選擇了墨爾本。墨爾本是澳大利亞擁有最豐富的會議設(shè)施的城市之一，擁有全澳最大規(guī)模的酒店供應(yīng)。

Director of Corporate Meetings and Incentives at Melbourne Convention Bureau, stated that an increasing number of Chinese incentive groups are choosing Melbourne again. Melbourne is one of the cities in Australia with the richest conference facilities and the largest hotel supply in the country.

墨爾本會議局的努力也正得到回報，新財年開始以來，已經(jīng)成功吸引了來自中國大陸、臺灣地區(qū)、印度尼西亞、韓國、越南、泰國和印度等地等多個亞洲獎勵旅游團。

The efforts of Melbourne Convention Bureau are also paying off. Since the beginning of the new fiscal year, it has successfully attracted many Asian incentive tourist groups from Chinese Mainland, Taiwan China, Indonesia, South Korea, Vietnam, Thailand and India.

展望將于2025年在墨爾本舉辦的“澳會有期”，墨爾本會議局首席執(zhí)行官Julia Swanson女士期待行業(yè)代表蒞臨墨爾本，共同助力商務(wù)會獎旅游的蓬勃發(fā)展。

Talking about the "Australian Next" to be held in Melbourne in 2025, Ms. Julia Swanson, CEO of Melbourne Convention Bureau, looks forward to industry representatives visiting Melbourne to jointly promote the flourishing development of business events.

阿德萊德會獎局為阿德萊德的活動提供全面的支持，如投標(biāo)準(zhǔn)備、場地采購、住宿協(xié)調(diào)、現(xiàn)場檢查、預(yù)算和活動前后的旅游解決方案。同時還提供推廣物料和戰(zhàn)略研究，以最大限度地提高投標(biāo)成功率。

Business Events Adelaide offers comprehensive support for events in Adelaide such as bid preparation, venue sourcing,accommodation coordination, site inspections, budgeting, and pre/post-event touring solutions. They also provide promotionalmaterial and strategic research to maximize bid success.

阿德萊德城市面積并不大，阿德萊德會獎局國際招標(biāo)總監(jiān)Mark Phelps介紹說，這是一座“15分鐘的城市”，15分鐘的時間可以去到城市的很多角落。機場到市中心的車程也僅需要15分鐘。阿德萊德會議中心距離3000多間豪華酒店有不到5分鐘的步行路程。城市的其他地區(qū)同樣可以步行或乘坐免費（電動）公共交通工具輕松出行。

Adelaide's urban area is not very large. Mark Phelps, the International Tendering Director of International Bidding, introduced that it is a "15 minute city" that can reach many corners of the city in 15 minutes. The drive from the airport to the city center only takes 15 minutes. The Adelaide Convention Centre is within a 5-minute walk of over 3,000 luxury hotel. Other areas of the city can also easily travel by walking or taking free (electric) public transportation.

阿德萊德不僅是澳大利亞葡萄酒之都、澳大利亞海鮮之都，在美酒美食方面具有得天獨厚的優(yōu)勢，也是一座最宜居的城市之一。

Adelaide is not only the wine and seafood capital of Australia, it has unique advantages in terms of fine wine and cuisine, but also one of the most livable city in Australia.

北領(lǐng)地會獎局是北領(lǐng)地政府工業(yè)、旅游和貿(mào)易部的一個業(yè)務(wù)部門，為會獎旅游策劃者提供獨立、公正的建議和信息，協(xié)助再北領(lǐng)地各地舉辦會獎活動。

Northern Territory Business Events is a business department of the Department of Industry, Tourism and Trade of the Northern Territory government, providing independent and impartial advice and information to business event planners, and assisting in organizing business events throughout the Northern Territory.

北領(lǐng)地是澳大利亞一些最具標(biāo)志性的地標(biāo)所在地，北領(lǐng)地會獎局市場專員Vanessa Johason女士非常自豪于北領(lǐng)地獨特的體驗和擁有六萬五千年豐富文化遺產(chǎn)。北領(lǐng)地是一個鼓舞人心的會議和獎勵旅游舉辦地，具備引人矚目且多樣化的商業(yè)和行業(yè)優(yōu)勢。

The Northern Territory is home to some of Australia's most iconic landmarks, and Ms. Vanessa Johason, Marketing Specialist at Northern Territory Business Events, is very proud of the unique experiences and rich cultural heritage of the Territory spanning 65,000 years. The Northern Territory is an inspiring venue for MICE tourism, with notable and diverse business and industry advantages.

北領(lǐng)地在烏魯魯推出了一款壯觀的燈光、激光、投影和無人機表演項目。還有愛麗絲溫泉、野生動物園、達爾文海灘、私人港口等，都能為會獎團隊提供獨特的主題活動以及量身定制的項目。北領(lǐng)地在舉辦商務(wù)活動方面已經(jīng)取得了卓越的成果。

The Northern Territory has launched a spectacular light, laser, projection, and drone performance project in Uluru. There are also Alice's Hot Springs, Wildlife Park, Darwin Beach, private ports, etc., all of which can provide unique themed activities and customized projects for the incentive groups. It has has achieved outstanding results in hosting business events for Northern Territory.

疫情之后，澳大利亞旅游局在會獎旅游推廣方面更是不遺余力。在各大旅行社、會獎公司等機構(gòu)的共同努力下，中國已成為是澳大利亞第二大商務(wù)活動消費市場。

In the post pandemic era, Tourism Australia has spared no effort in promoting business event. With the joint efforts of major travel agencies, MICE companies, and other institutions, China has become the second largest consumer market for business events in Australia.

以這次我參加的“澳會有期（Australia Next）”為例，這是一項重要且盛大的國際推廣活動，計劃從去年起連續(xù)舉辦3年，今年由澳大利亞旅游局商務(wù)會獎部與凱恩斯及大堡礁會獎局合作舉辦，明年將與墨爾本會議局合作?？梢姙榱藸幦「嗟膰H市場，澳大利亞旅游局有多拼。

Taking the "Australia Next" that I participated in as an example, it is an important and grand international promotion event that is planned to be held continuously for three years starting from last year. This year, it has been jointly organized by Business Events Australia in partnership with Business Events Cairns & Great Barrier Reef. Next year, it will be jointly organized with Melbourne Convention Bureau, which shows how much Business Events Australia is fighting to win more international markets. 

付出總有回報，豐沛的旅游資源、良好的基礎(chǔ)設(shè)施、給力的執(zhí)行團隊、有效的市場投入，澳大利亞正日益成為最受歡迎的商務(wù)會獎旅游目的地之一。

There is always a return on investment. With abundant tourism resources, good infrastructure, strong executive team and effective market investment, Australia is increasingly becoming one of the most popular tourist destinations for business events.

（文字編輯按照采訪順序 Edit according to interview order）