Highlights

• 1,500 delegates from mainland China
• 200 staff
• 6 hotels
• 60 tour guides
• 5-day program
• AUD$7.5 million economic impact

Overview

Brisbane hosted over 1,500 delegates from Chinese cosmetics company Nu Skin China as part of the organisation’s annual incentive trip for its top sales performers. Brisbane Economic Development Agency (BEDA) partnered with Tourism Australia and Tourism and Events Queensland to secure the Nu Skin China incentive, which has been awarded to destinations such as Hawaii, Toronto and Bali in previous years. The event was supported by Tourism Australia's Business Events Bid Fund Program.

From welcome activations at the airport to opportunities to experience some of the region’s most popular attractions and natural wonders, and even an exclusive Brisbane City Hall reception, the city rolled out the red carpet for Nu Skin China’s delegates – demonstrating exactly why global businesses are turning to Brisbane to reward their high achievers. 

Why Brisbane?

Brisbane, Australia’s fastest growing major capital city, is the perfect stage for an incentive program. With its world-class accommodation, vibrant outdoor lifestyle, diverse and thriving dining scene, and close proximity to iconic Australian attractions and experiences, it’s no surprise that TIME Magazine, Frommer’s and the New York Times have all named Brisbane one of the world’s best places to visit.

Christine Kong, Nu Skin China’s Vice President, Executive Partnership, says Nu Skin has traditionally been “very selective” in choosing its destinations, and this year was no exception.

“We always hope to create a wonderful experience for our delegates with these incentive trips, so they come back with some unforgettable memories and a desire to achieve even more next year,” Ms Kong says.

Brisbane’s famously beautiful weather and flourishing lifestyle precincts, as well as the walkability and connectivity of the city, were all factors that contributed to the company’s decision to award the incentive trip to Brisbane, in addition to the variety of delegate experiences that the city offers.

From sophisticated urban experiences, including the opportunity to dine at award-winning restaurants and indulge in boutique and designer shopping, to the sun and sand of the beaches and tropical islands on the city’s doorstep, Brisbane offers delegates the best of both worlds.

The city is also home to a range of luxury five-star hotels and affordable accommodation. Nu Skin China’s delegates stayed at Sofitel Brisbane Central, Hilton Brisbane, Hyatt Regency Brisbane, Brisbane Marriott Hotel, and The Westin Brisbane.

“All of our hotels were within walking distance of the CBD,” Ms Kong says, “and it was very pleasant to walk around and admire Brisbane’s historic buildings.”

Highlights

The most memorable moments of the trip included a warm, personalised welcome for delegates at the airport; close encounters with amazing Australian wildlife; VIP access to some of Australia’s most famous theme parks and attractions; and the opportunity to take over the popular Tangalooma Island Resort for a day.

The 1,500 delegates arrived in two waves with both groups staying in Brisbane for five days each.

From the moment the delegates landed, Brisbane gave them the star treatment. BEDA facilitated an airport activation that included Nu Skin-branded digital welcome signage throughout both the international and domestic terminals; a designated welcome desk for delegates to meet and receive information; and even a special Australian mascot – a kookaburra – to greet the delegates.

“When the guests saw the mascot and realised they could interact with it, they were so happy,” Ms Kong says. “BEDA were very active in working with us, and they had a lot of innovative ideas.”

Welcoming signage and activations were placed across King George Square and the Queen Street Mall in Brisbane’s bustling CBD, and the group was also honoured with a Welcome to Country greeting from local Indigenous elders.

“Heritage is very important to us at Nu Skin,” Ms Kong says, “so it meant a lot to our delegates to hear about the local history and culture directly from the First Nations Elders. It made this a unique and memorable trip for them.” 

Over 60 bus drivers and 60 tour guides were employed to show the group around Brisbane, and over the course of their stay, delegates experienced some of the Brisbane region’s most beloved attractions.

As well as exploring the city’s vibrant shopping and dining precincts, delegates experienced an unbeatable view of Brisbane with the Story Bridge Adventure Climb; tasted some of the region’s finest wines at the award-winning Sirromet; came face-to-face with the stars at Movie World, one of Australia’s most popular theme parks; and encountered iconic Australian wildlife at Lone Pine, the world’s first and largest koala sanctuary. 

For many delegates, the highlight of the trip was a day tour to Tangalooma Island Resort on pristine Moreton Island/Mulgumpin. Easily accessible from the city, the resort provides delegates with a chance to hand-feed wild dolphins that visit at sunset – a truly unforgettable experience.

It was a full resort takeover, with Nu Skin branding – on everything from flags and banners to coconuts filled with refreshing coconut water – displayed throughout the resort. Making their day even more memorable, delegates experienced a scenic helicopter flight over the beautiful waters, giving them a glimpse of the area’s incredible marine wildlife from above, and ended the night with a spectacular fireworks display.

Finally, delegates were treated to a Gala Dinner at the heritage-listed Brisbane City Hall, with local government representatives in attendance.

Kiro Yin, Key Account Director, Mandarin OZ International Travel Services, says it’s the sheer variety of iconic Australian experiences that Brisbane has to offer visitors that makes it an unbeatable destination.

“In five days, these delegates experienced dolphins, koalas, beaches, wineries, theme parks, and world-class shopping and dining,” Ms Yin says. “They got all the flavour you want from a trip to Australia, and it’s all within a short drive of Brisbane.

“It’s really the one-stop Australian travel experience.”

Making an impact

The Nu Skin China incentive trip is estimated to have generated an economic impact of AUD$7.5 million. 

The trip is indicative of the momentum that’s building for Brisbane as the Chinese travel market, worth over AUD$1.6 billion to the state of Queensland, continues to recover, with pent-up demand generating unprecedented opportunity for Brisbane. 

The city holds a growing appeal for high-yield international business events, and new aviation routes to Brisbane – including an increased number of direct flights from China Eastern and China Southern Airlines – are also helping to fuel a growth in visitor numbers.

“It’s very easy to fly to Brisbane from the major cities in mainland China,” Ms Kong says, “and there’s almost no time difference between China and Brisbane – just two hours – so you don’t have to adjust when you get here. You can just start enjoying the sun, the beaches and the fabulous lifestyle here.

“I would absolutely recommend Brisbane as an incentive travel destination. All our delegates loved getting the chance to experience life in Brisbane.” 

Kiro Yin is emphatic that the support Nu Skin received from BEDA was crucial to the success of the trip.

“BEDA helped Nu Skin every step of the way,” Ms Yin says, “from the initial visits to familiarise themselves with the city, to the bidding and planning stages, through to the hands-on support and the activations they’ve provided throughout the trip itself.” 

Get in touch with the Business Events Team at Brisbane Economic Development Agency (BEDA) and start planning your next incentive trip to Brisbane today.