The Sydney Convention and Visitors Bureau (SCVB) recently announced it had won a bid to host the Asia Pacific Life Insurance Council (APLIC) Congress in 2011, an event expected to attract 8,000 delegates.

Worth A$15.6 million, this is the third conference the destination has secure in as many weeks. The congress is the largest Asian event secured by the SCVB this financial year and the biggest annual insurance conference held in the Asia-Pacific region.

It comes on the heels of Sydney's successful bids to stage the World Conference on Lung Cancer for up to 8,000 delegates in 2013, an event worth an estimated A$19.2 million, and the XXXII International Congress of Audiology for 1,600 delegates in 2014, worth A$8.8 million. Together, the three events secured this month are worth an estimated A$43.6 million to the local economy.

The APLIC Congress was awarded to Sydney over rival city Kuala Lumpur after a bid and presentation by SCVB managing director Jon Hutchison to the Asia Pacific Financial Services Association (APFinSA).

Hutchison said the win coincided with an intensified push into Asian markets. "Sydney has had enormous success since the SCVB became the first Australian bureau to open an Asian office in 2004," he said. "This latest win is a good example of our achievements and shows why we're increasing our activity in Asian markets."

Since 2004, the SCVB has secured 44 events from Asia, including 10 events this financial year.

Hutchison said Sydney's bid for the APLIC Congress had succeeded thanks to a united strategy involving Events New South Wales, the Department of State and Regional Development and the City of Sydney.

The APLIC Congress is the flagship event of the APFinSA, bringing together industry leaders and insurance professionals from across the Asia-Pacific region to share insight and skills. In Australia, APFinSA is represented by the Association of Financial Advisors.

Up to half of delegates at the Sydney event will be participating in company incentive programmes and are expected to enjoy extensive touring activities before and after the congress.