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Melbourne Convention Bureau announces new Regional Director for North Asia and Greater China

Melbourne Convention Bureau announces new Regional Director for North Asia and Greater China
February 5, 2024

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

Most recently Zheng 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.

With a strong client relationship background and industry wide network, MCB Chief Executive Julia Swanson advised “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, Zheng shared “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, make Melbourne stand out as a premier business events destination worldwide.”  

With its abundance of quality accommodations, 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 is a leader 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% 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.   

Zheng added “It gives us confidence when we secure a group and send them to hotels and attractions that 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.”

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

Learn more about Melbourne Convention Bureau and its offerings at

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

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