Melbourne to target UK in incentive drive

The Melbourne Convention & Visitors Bureau, Crown Towers Hotel, Hayman Island and event organiser Tour Hosts have joined forces to launch an incentive product to the UK market. A brochure has been produced to show clients a complete incentive product in Melbourne and Hayman Island and features set prices. "The UK is now our biggest inbound market," said Tour Hosts manager, marketing and business development, Rose Ryan. "Because Australia is such a distance, there is a perception that a programme from the UK must be expensive to run. But the ground costs are so much lower than in Europe that the overall cost is competitive with a five-night programme to Paris, especially as the Australian dollar’s exchange rate against the pound is almost three to one at the moment." Melbourne is currently ranked by ICCA as the third-busiest convention city in the world.

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