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BESydney partners with cultural icon

A new strategic partnership between Business Events Sydney (BESydney) and Sydney Symphony Orchestra (SSO) will continue to build the city’s reputation as a leading global destination for business, pleasure and leisure.
Speaking at BESydney’s boardroom lunch today, CEO Ms Lyn Lewis-Smith announced that the deal between the two companies would provide benefits in both the New South Wales (NSW) and growing Asian markets.

“We’re thrilled to establish our first cultural strategic partnership with one of Australia’s top orchestras. As two leading Sydney companies that are both active in Asia, it made perfect sense for us to collaborate,” said Ms Lewis-Smith.

“Sydney recently ranked number one in the Reputation Institute’s City RepTrak 2013 Report, and we know that this sentiment is driven in part by a city’s actions and communications. The collaboration between BESydney and the SSO is a positive action. It shows our genuine desire to engage with international audiences both in Australia and overseas, and to maintain those relationships.

“Through the universal language of music, Sydney will be able to speak to even more increasingly savvy global business travellers.”

Managing Director of SSO, Rory Jeffes, echoed BESydney’s enthusiasm at the opportunities the relationship would bring to both parties, as well as for international visitors to the city. “The Sydney Symphony Orchestra is delighted to be partnering with Business Events Sydney. Resident at the iconic Sydney Opera House, the SSO is Australia’s premier orchestra and we look forward to sharing the talents of Australia’s classical musicians with the thousands of people who visit Sydney each year as part of major events led by Business Events Sydney,” said Mr Jeffes.

“BESydney’s focus on Asia, and in particular China, mirrors the work the SSO has been undertaking in China. The growing reputation of the SSO in China will help boost Sydney as a cultural destination for travellers,” added Mr Jeffes.

Also attending today’s event, NSW Deputy Premier Andrew Stoner welcomed the news that Australia’s leading convention bureau and one of Sydney’s premier cultural institutions had joined forces to strengthen Sydney and NSW’s event offering and to maximise the companies’ market development activity in Asia. “Asia’s rise in the global economic sphere cannot be underestimated, and this trend will provide better opportunities for NSW businesses to deepen engagement with international markets and businesses,” Mr Stoner said.

“China’s middle class alone is already larger than the entire population of the USA and the country is Asia’s biggest outbound tourism market. Rising incomes and aspirations over the next decade are expected to drive an impressive annual growth rate of 17%, with an estimated 25 million firsttime Chinese travellers every year for the next 10 years. By 2020, China is expected to be the world’s largest source market for tourism.

“These are game-changing trends and the partnership announced today is another example of how NSW is working hard to maximise the business opportunities that will surely follow.”

SSO joined BESydney in Shanghai last month for the launch of the bureau’s new strategic initiative in China – the Key Distribution Partner Program. The two companies will continue to partner on business development activities in China during 2014.

SSO will also bring fresh programming possibilities to Sydney’s already strong and diverse range of cultural and team-building event activities, including exclusive orchestra and quartet performances, and its renowned Toy Symphony – a unique team-building activity that sees guests performing alongside professional musicians on the stage of the World Heritage-listed Sydney Opera House.

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