The Trenz annual international tourism event attracts international travel and tourism buyers from New Zealand's major and emerging visitor markets.
United Kingdom agency Cox and Kings product executive Owen Walker has arrived in Dunedin before the conference, to experience what is on offer for his clients.
Such clients are generally over the age of 60, free independent travellers who ''spend quite a bit of money here''.
But fewer came to Dunedin compared with major cities, and destinations such as Queenstown.
Mr Walker said his company did plenty of ''cultural holidays'', and Dunedin had history, heritage, architecture and wildlife to offer.
''It's up to us to educate them, and get them to come here.''
He said he had stayed at Fletcher House in Broad Bay, and toured the city, looking at street art and visiting Baldwin St.
A visit to Dunedin by his clients depended on the time they had in New Zealand, and ease of air travel was one thing standing in the way of visitors.
However he said Dunedin was ''definitely a destination we can push''.
Shenzhen Shenhua International Travel Service general manager Jadon Yang said his clients also usually visited the North Island, and destinations such as Queenstown and Arrowtown in the South.
Features such as the Otago Peninsula's wildlife and the Cadbury chocolate factory would attract them to Dunedin.
Enterprise Dunedin's Betty Mason-Parker, who was hosting the pair, said Dunedin needed to be able to provide more high-end accommodation for the sort of travellers the agents attracted.
That accommodation did not need to be on a large scale, but had to be of high quality.
Agents still to come were from Thailand and China, markets important to Dunedin.
