Anthony Ryan, CEO of Brisbane Economic Development Agency (BEDA), said momentum is building for Brisbane as the Chinese incentive market rebounds strongly with borders reopening last month.

“This event is expected to inject an estimated $4.25 million directly into the local economy and reflects the city’s growing appeal for high-yield international business events,” Mr Ryan said.

“We expect to see this market rebound strongly, with pent-up demand generating unprecedented opportunity for Brisbane.

“As an incentive destination, Brisbane has a highly competitive offering to companies developing programs to reward their high achievers.

“Brisbane’s globally acclaimed event facilities, vibrant precincts, and unique tourism experiences, along with nature right on our doorstep, is a compelling blend for international business events, evidenced in this latest win for our city.”

The bid was secured by BEDA in partnership with Tourism Australia’s Business Events Bid Fund Program (BFP) and Tourism and Events Queensland (TEQ).

Lawrence Zeng, Nu Skin China’s Event Director, said Brisbane’s diverse MICE offering combined with its outdoor lifestyle made it the perfect delegate destination.

“We have chosen Brisbane amongst a few popular destinations because of Brisbane’s beautiful weather and various MICE resources, which will surely impress our attendees,” he said.

“We appreciate the professionalism that Brisbane Economic Development Agency and Tourism Australia has shown in the bidding process which greatly boosts our confidence in our 2024 event.”

Tourism Australia Executive General Manager Commercial and Business Events, Robin Mack, said the Business Events Bid Fund Program continues to support business events in the critical bidding stage when Australia is competing against other international destinations.

“The support offered through the Bid Fund has helped to secure the Nu Skin China Incentive 2024 for Brisbane, the first incentive event from China to be won since the return of two-way quarantine free travel,” Mr Mack said.

“These events deliver significant benefits to the visitor economy and position Australia as a global business events destination.”

In a competitive bidding environment, Brisbane was selected ahead of Turkey in the final stage of the selection process. Previous destinations have included Hawaii, Toronto, and Bali with the program last held in Australia in 2016.

Nu Skin is a multilevel marketing company founded in the United States that develops personal care products and nutritional supplements. Under the Nu Skin and Pharmanex brands, the company sells its products in nearly 50 markets in Asia, the Americas, Europe, Africa, and the Pacific through a network of independent distributors.