The Melbourne Convention Bureau‘s exceptional year of securing global events boosts Victoria’s economy, enhancing Melbourne’s status as a top destination for business tourism.
The Melbourne Convention Bureau (MCB) has celebrated a year of outstanding growth and success, making a significant impact on Victoria’s business events sector and bolstering the state’s global standing as a hub for innovation and knowledge. With a robust portfolio of upcoming events, MCB continues to play a vital role in enhancing Melbourne’s appeal as a top-tier destination for business conferences and meetings.
In the 2023-24 financial year, MCB secured 215 future events, expected to attract more than 58,000 attendees and generate over 109,000 room nights across Victoria. These events are projected to contribute $252 million to the state’s economy, further solidifying Melbourne’s reputation as a premier location for international conventions and corporate gatherings.
Reflecting on these accomplishments, MCB Chief Executive Julia Swanson, noted, “This year has been transformative for Victoria’s business events sector, reinforcing our global reputation. Through the unified efforts of Team Melbourne, including the Victorian Government, Visit Victoria, Melbourne Convention and Exhibition Centre, and our partners, we have not only met but exceeded our strategic goals. The events we have secured for Melbourne are an asset for local industry, offering unmatched opportunities for knowledge exchange and economic growth.” This year saw Melbourne host prestigious association meetings that align with the state’s priority sectors, further establishing Victoria as a leader in fields of health, science, and engineering.
Upcoming major events include the 2025 World Chambers Congress, the International College of Neuropsychopharmacology World Congress, the IEEE International Conference on Industrial Engineering & Engineering Management, and the World Cancer Leaders’ Summit. These high-profile conferences are poised to strengthen international collaboration and cement Melbourne’s place as a global leader in the knowledge economy.
Corporate meetings and incentive events also played a key role in Victoria’s visitor economy this year. A total of 86 incentive groups were secured, injecting $34 million into the economy and contributing over 14,000 room nights to the state’s accommodation sector. Among these, one of the most notable is the Amway China Leadership Seminar in 2025, which will bring over 10,500 delegates from China to Melbourne in celebration of Amway’s 30th anniversary. This event is anticipated to generate 20,000 hotel room nights and contribute an estimated $46.4 million to the local economy.
Major international conventions such as the 106th Lions International Convention and the World Health Summit Regional Meeting further enhanced Melbourne’s reputation as a preferred global destination for large-scale gatherings. In total, 215 events took place, generating a remarkable $371 million in economic impact—a 12% increase over the previous year.
The 2024 Asia Pacific Incentives and Meetings Event (AIME) alone generated $330 million in business deals, reflecting a 65% increase from the prior year. This success underscores AIME’s significant role in fostering economic growth within the business events sector and reinforces Melbourne’s position as a leading destination for international meetings, incentives, and exhibitions.
Chair of the MCB Board, Deborah Beale AM, said, “The 2023/24 financial year has been a milestone for the Melbourne Convention Bureau, marked by a series of outstanding achievements that underscore our commitment to excellence. These results speak to MCB’s enduring legacy of over fifty years in the business events sector, driven by the dedication and vision of our team.
“As we look to the future, MCB remains steadfast in showcasing Melbourne’s unique strengths as a global events destination, fostering a pipeline that will continue to deliver lasting benefits to the state and its dynamic business events landscape,” Ms. Beale AM said.
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