In a bid to bolster the city’s record $10.6 billion visitor economy, Brisbane Economic
Development Agency (BEDA) has announced the strategic appointment of Sharren Bo as
BEDA’s new China representative, based in Shanghai.
As Brisbane’s global popularity and reputation as an association and incentive host
destination continues to surge, the appointment underscores Brisbane’s commitment to
strengthening the city’s presence in China and expanding its influence across Southeast Asia.
It comes 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.
Sharren Bo, an accomplished business development professional who has held previous
roles with Tourism Australia and Business Events Sydney, brings extensive experience across international incentives and business events, and the Asia Pacific region, to the role.
Ms Bo will support Brisbane’s current China market activity, led locally by Hannah Xue, with the duo collaborating to develop business relationships and grow further opportunities between Brisbane and China.
“Brisbane is on an exciting growth trajectory, with demand for the city soaring and recordbreaking visitor spend,” said Lorelle Chittick, General Manager Tourism, Business and Major Events at BEDA.
“Sharren Bo’s appointment marks a pivotal moment for Brisbane as we enhance our
presence and focus on growth opportunities in the China market. Her expertise and onground market insights will be invaluable in advancing Brisbane’s MICE proposition in China, driving awareness of Brisbane’s destination appeal, and solidifying our foothold in this key market”.
This appointment follows a successful year for BEDA, securing major incentive groups from
across the region including Nu Skin China and Cathay Life Insurance Taiwan, generating
more than AUD$19 million in economic activity.
Strong interest from the China market is continuing into 2025, supported by increased direct airline routes between Brisbane, Shanghai and Guangzhou with China Eastern Airlines and China Southern Airlines.
Direct flights across Southeast Asia are also increasing, with Singapore Airlines moving to
four weekly flights into Brisbane by November 2024, Jetstar flying to Bangkok three times a
week from December, and Qantas commencing four flights a week to Manila from October.
Driving growth across Southeast Asia continues to be a priority for BEDA, also announcing
the appointment of new in-market representation, Singapore-based Horus Consulting.
“With Brisbane’s burgeoning global brand attracting record numbers of visitors to the city,
BEDA, in partnership with Brisbane Airport Corporation, is excited to appoint Horus
Development and Consulting in Southeast Asia to continue the future growth and
momentum of the Brisbane region as a must-visit destination,” Ms Chittick said.
Brisbane’s momentum is supported by an AUD$25 billion infrastructure pipeline, positioning
the city as a dynamic destination for both leisure and business visitors.
Set for a staged opening from 29 August 2024, the highly anticipated Queen’s Wharf
development will transform the city’s skyline and further elevate Brisbane’s thriving lifestyle
and convention precincts, bolstering Brisbane’s destination appeal ahead of the 2032
Olympic and Paralympic Games.
Horus Consulting will deliver tourism and business events trade and marketing activity
across the region, providing local expertise and developing new connections and
opportunities for Brisbane.
As BEDA continues to build on this momentum, the appointments of Sharren Bo and Horus
Consulting are set to further elevate Brisbane’s international MICE profile.
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