Melbourne Convention welcomes James Zheng as Regional Director for China

Monday, February 5, 2024

Melbourne Convention Bureau welcomes James Zheng as Regional Director, fortifying ties with North Asia and Greater China’s thriving MICE industry.

To enhance connections within the Meetings, Incentive, Conference, and Events (MICE) industry across Victoria, North Asia, and Greater China, the Melbourne Convention Bureau (MCB) is pleased to announce the appointment of James Zheng as the Regional Director – North Asia and China.

Bringing extensive experience in client relations and a broad industry network, Julia Swanson, Chief Executive of MCB, expresses confidence in James’ expertise, particularly in incentive program development, international association conferences, event management, and destination marketing for business events in China. His wealth of knowledge is anticipated to significantly contribute to MCB’s presence in the region.

In her statement, Swanson states, “James brings valuable insights to the Melbourne Convention Bureau, and we are thrilled to have him on board as our Regional Director for North Asia and Greater China.”

James Zheng, reflecting on his new role, expresses his honor in joining MCB and showcasing Melbourne as Australia’s events and innovation capital in North Asia and Greater China. He emphasizes Melbourne’s unique business events offerings, immersive incentive programs, and a seasoned professional team with over 50 years of experience, positioning the city as a premier global business events destination.

With a rich cultural history, state-of-the-art infrastructure, and a vibrant calendar of events, Melbourne offers an ideal setting for incentive groups. MCB, with over 18 years of active representation in the Chinese market, recognizes the importance of China as Victoria’s top visitor market.

James acknowledges Melbourne’s vibrancy and the personalized ‘Team Melbourne’ approach, ensuring a welcoming experience for Chinese incentive groups. With a focus on fostering enduring relationships, James aims to support associations, corporate meeting planners, and incentive event organizers in choosing Melbourne as their preferred business events destination.

Having recently served as Director at the Shanghai office of the Los Angeles Tourism and Conventions Board, James has extensive experience in promoting destinations to the Chinese market. His current location at the Victorian Government Trade and Investment Office in Shanghai, alongside Visit Victoria, positions him strategically to further strengthen ties between Melbourne and the Chinese market.

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