Aussies Lure In­dia with ICC World Cup 2015

Syd­ney has made its pres­ence felt in the In­dian MICE cir­cuit and is ready to utilise ev­ery op­por­tu­nity that comes its way. Lyn Lewis-Smith, Chief Ex­ec­u­tive Of­fi­cer, Busi­ness Events Syd­ney, talks about the unique op­por­tu­ni­ties avail­able in Syd­ney that make


How was the last fi­nan­cial year in terms of MICE move­ments from In­dia? What would be your key fo­cus ar­eas for the In­dian mar­ket?

In the last fi­nan­cial year we only saw a cou­ple of small

move­ments from In­dia. A few groups of around 200 peo­ple vis­ited us. We have a lot of ex­pec­ta­tions from In­dia and have ap­pointed a full time re­source now in Mum­bai. Our ac­tiv­i­ties show that we are tak­ing the

mar­ket very se­ri­ously and we are the only Aus­tralian con­ven­tion bureau with full time rep­re­sen­ta­tion in In­dia.

A few key in­dus­try sec­tors that we fo­cus on in­clude the IT and ICT in­dus­try, car man­u­fac­tur­ing, di­rect sale op­por­tu­nity and fi­nan­cial ser­vices. We look for strength in our in­dus­try sec­tors where we want to grow and we are plac­ing the State as a fi­nan­cial ser­vices hub in Asia-Pa­cific. We are fo­cussing on those cor­po­ra­tions that have in­ward busi­ness in­vest­ment, in­ward in­cen­tive busi­ness and cor­po­rate meet­ings. Our strat­egy for In­dia is aligned with the government ob­jec­tives and that is our point of dif­fer­ence to all other states and coun­tries bu­reaus.

For an in­ter­na­tional con­ven­tion, del­e­gates gen­er­ally spend AUD 677 per per­son per day but if an In­dian in­cen­tive del­e­ga­tion comes they spend a lot more

There is a fond­ness be­tween the two coun­tries and this will cre­ate op­por­tu­ni­ties in the cor­po­rate sec­tor

At present what are the con­fer­ence fa­cil­i­ties avail­able in the city?

For cor­po­rate meet­ing, most ho­tels have spec­tac­u­lar

spa­ces with a view of the har­bor. There are 15 venues within Syd­ney that can seat up to 800 del­e­gates. We are build­ing a whole new precinct at Dar­ling har­bor as our

present con­ven­tion fa­cil­ity is go­ing un­der ren­o­va­tion. By De­cem­ber 2016, the new con­fer­ence fa­cil­ity will be ready. A few other venues in­clude Doltone House and the Star en­ter­tain­ment quar­ter. Aus­tralia’s tech­nol­ogy

park where master chef is shot is also pop­u­lar.

What makes Syd­ney a unique


Icons of Syd­ney are a high­light but we un­der­es­ti­mate the mul­ti­cul­tur­al­ism in this coun­try. We have vi­brant at­mos­phere and speak over 200 lan­guages in this state. I think the warm wel­com­ing and friendly peo­ple go­ing

the ex­tra mile. We’ve hosted world-class events and the ICC is here in 2015 and for that we’ll have a sig­nif­i­cant pro­gramme in In­dia and

fo­cus on in­cen­tive pro­grammes around that time to lure more In­di­ans. We plan to work with Aus­tralian cricket and Tourism Aus­tralia dur­ing the world cup. This will help us utilise and get ac­cess to the crick­eters not play­ing in the tour­na­ment, such as, Brett Lee

and Glenn McGrath. We are pretty close to get­ting di­rect flights and that will also have a mas­sive im­pact on In­dian visi­ta­tion. I feel our ex­per­tise in de­liv­er­ing world class events and build­ing this rep­u­ta­tion in In­dia, makes us unique.

What are the usual trends of an In­dian Busi­ness trav­eller?

The usual stay is three to four nights but this de­pends on num­ber of des­ti­na­tions vis­ited. In­dian food is a must for most trav­ellers. We need to un­der­stand what the con­sumer as an in­cen­tive del­e­gate is look­ing for. The wow fac­tor is a must but peo­ple also want per­son­alised ser­vices. We work with the sup­ply chain to make sure all re­quire­ments are met.

Why did you de­cide to fo­cus on In­dia? Where does it stand as a source mar­ket?

We see ex­cep­tional growth coming out of In­dia. The coun­try is our eighth largest trad­ing part­ner and is rock­et­ing up. The government to government in­ter­ac­tion is in­creas­ing and this will lead to growth.

For us it’s all of Asia but China is our num­ber

one source mar­ket, out of all the groups 50 per cent come from Asia and they all are in­cen­tive groups. We have a team of 11 peo­ple ded­i­cated to Asia from the con­ven­tion bureau and they all speak dif­fer­ent lan­guages and work right across the event life cy­cle.

Syd­ney has in­nu­mer­able In­dian restau­rants across the city

What sup­port do you of­fer the travel agent and the cor­po­rate group?

We are work­ing with the travel agents to make sure the itin­er­ary meets the de­mands of cor­po­rates. It is a three

way part­ner­ship. From se­cur­ing the event to the event de­liv­ery, we work with the cor­po­ra­tion and sup­port them. We pro­vide wel­come ban­ners at the air­port and con­tinue to strive to find new ways for event de­liv­ery

and mar­ket­ing. We do the ‘meet and greet’ at the

air­port and keep in touch with the in­bound op­er­a­tor

to make sure of smooth op­er­a­tions. Our Deputy Pre­mier will do a meet and greet for the In­dia mar­ket, if re­quired. Our government sees this as crit­i­cal for the growth of our mar­ket as well. It adds value to the in­cen­tive pro­gramme.

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