Melbourne, Australia – November 2024 – The Melbourne Convention Bureau (MCB) has achieved significant growth in its efforts to attract global events, further cementing Melbourne’s reputation as a leading destination for business tourism. In the 2023-24 financial year, MCB successfully secured 215 future events, expected to generate over $252 million in economic contributions for the state of Victoria. These events will attract more than 58,000 attendees and contribute over 109,000 hotel room nights, underlining Melbourne’s status as a global hub for business conferences and corporate gatherings.
This outstanding performance has marked a transformative year for the business events sector in Victoria, strengthening the state’s position as a top choice for international meetings, conferences, and conventions. MCB’s success reflects both the demand for Melbourne as a premier destination and the growing importance of the city in the global knowledge economy.
Record-Breaking Year for Melbourne’s Business Events Sector
In the 2023-24 period, MCB not only met but exceeded its strategic goals, securing high-profile events that align with Victoria’s priority sectors, including health, science, and engineering. Among the major upcoming conferences are the 2025 World Chambers Congress, the International College of Neuropsychopharmacology World Congress, and the World Cancer Leaders’ Summit. These events will further strengthen Melbourne’s international reputation for fostering collaboration and innovation in cutting-edge fields.
MCB’s Chief Executive, Julia Swanson, highlighted the year’s achievements, saying, “This year has been transformative for Victoria’s business events sector, reinforcing our global reputation. Thanks to the combined efforts of Team Melbourne—including the Victorian Government, Visit Victoria, the Melbourne Convention and Exhibition Centre, and our partners—we’ve secured a diverse range of events that will contribute to local economic growth and knowledge exchange.”
High-Profile Conferences and Incentive Events
Melbourne’s strategic focus on attracting both large-scale international conventions and corporate meetings has paid off. In addition to global conferences, the city hosted 86 incentive groups in 2023-24, bringing in $34 million to the local economy and contributing over 14,000 room nights to the state’s accommodation sector. A standout event will be the 2025 Amway China Leadership Seminar, expected to bring over 10,500 delegates to Melbourne to mark the company’s 30th anniversary. This event is forecast to generate 20,000 hotel room nights and contribute an estimated $46.4 million to Victoria’s economy.
MCB’s efforts have been instrumental in securing other major international conventions, such as the 106th Lions International Convention and the World Health Summit Regional Meeting. These high-profile events are expected to further elevate Melbourne’s status as a preferred destination for global gatherings.
Economic Impact and Future Prospects
The economic impact of business events in Victoria has reached new heights, with the 2023-24 year generating a total of $371 million—an impressive 12% increase from the previous year. One of the most notable events contributing to this success was the Asia Pacific Incentives and Meetings Event (AIME), which alone generated $330 million in business deals. This marks a 65% increase in business transactions compared to the previous year, reinforcing AIME’s role in boosting the local economy and Melbourne’s position as a leading destination for meetings, incentives, conferences, and exhibitions (MICE).
Deborah Beale AM, Chair of the MCB Board, praised the results, stating, “The 2023/24 financial year has been a milestone for the Melbourne Convention Bureau. These achievements are a testament to the dedication and vision of our team and our ongoing commitment to excellence. With over fifty years in the business events sector, MCB continues to build on its legacy of success.”
A Strategic Focus on Melbourne’s Strengths
Looking forward, MCB remains focused on showcasing Melbourne’s unique strengths to global audiences. The bureau’s continued efforts to secure high-quality events will ensure that the city remains a top destination for business tourism. As Melbourne continues to expand its footprint in the global events landscape, MCB will prioritize events that bring long-term benefits to both the state’s economy and its dynamic business events sector.
As the future of global business events evolves, Melbourne’s role as a center for innovation, networking, and knowledge-sharing will only grow stronger. MCB’s leadership in this area ensures that Victoria will continue to benefit from the economic and social impact of hosting major global events for years to come.
Key Statistics and Upcoming Events
- 215 Future Events Secured in 2023-24
- 58,000+ Attendees Expected
- 109,000+ Hotel Room Nights Generated
- $252 Million Economic Contribution to Victoria
- 86 Incentive Groups Secured, Generating $34 Million
- Key Upcoming Events:
- 2025 World Chambers Congress
- 2025 Amway China Leadership Seminar
- International College of Neuropsychopharmacology World Congress
- World Cancer Leaders’ Summit
- 106th Lions International Convention
MCB’s Continued Growth in 2024-25 and Beyond Looking ahead, MCB will focus on securing further opportunities for Melbourne to serve as a global hub for business tourism, leveraging its strengths in industries like healthcare, science, and technology. With its ongoing commitment to attracting high-profile international events, Melbourne will continue to position itself as a top destination for conferences, exhibitions, and corporate meetings in the years to come.
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