Melbourne has solidified its position as a global leader in business events, with the Melbourne Convention Bureau (MCB) announcing a record-breaking year for Victoria’s business events sector.
During the 2023-24 financial year, MCB secured 215 future events, expected to draw over 58,000 visitors, generate 109,000 room nights, and contribute an impressive economic impact of $252 million to the state.
This remarkable achievement not only highlights Melbourne’s capacity to host world-class conventions but also underscores its reputation as a global hub for knowledge and innovation. The collaborative efforts of Team Melbourne, including the Victorian Government, Visit Victoria, Melbourne Convention and Exhibition Centre (MCEC), and other key partners, have been instrumental in this success.
Julia Swanson, CEO of MCB, commented on the transformative year: “This year has been transformative for Victoria’s business events sector, reinforcing our global reputation. Through the unified efforts of Team Melbourne, 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.”
Events Driving Melbourne’s Business Success
Melbourne’s business events portfolio spans a diverse range of sectors, with a strong focus on health, science, and engineering.
Noteworthy future events include:
• World Chambers Congress 2025
• International College of Neuropsychopharmacology World Congress 2025
• IEEE International Conference on Industrial Engineering & Engineering Management 2025
• World Cancer Leaders’ Summit 2025
These high-profile gatherings are set to bolster international partnerships and elevate Melbourne’s standing in the global knowledge economy.
Corporate Meetings and Incentives
Corporate meetings and incentive events played a crucial role in boosting Melbourne’s visitor economy. In 2023-24, MCB secured 86 corporate groups, generating $34 million in economic impact and over 14,000 room nights.
One standout event is the Amway China Leadership Seminar, scheduled for 2024. This event, celebrating Amway’s 30th anniversary, is expected to welcome more than 10,500 delegates, generate 20,000 hotel room nights, and deliver an economic impact of $46.4 million.
Global Gatherings and Record Growth
Large-scale international conventions further cemented Melbourne’s reputation as a premier global destination for business events. Events such as the 106th Lions International Convention and the World Health Summit Regional Meeting drew significant international attention, contributing $371 million to Melbourne’s visitor economy—a 12% increase from the previous year.
The 2024 Asia Pacific Incentives and Meetings Event (AIME) also proved a major success, generating $330 million in business deals, a remarkable 65% increase from 2023. AIME’s success highlights Melbourne’s strength as a hub for international meetings, incentives, conferences, and exhibitions.
A Legacy of Excellence
Deborah Beale AM, Chair of the MCB Board, reflected on the organization’s achievements: “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.”
Looking ahead, MCB remains steadfast in its mission to showcase Melbourne’s unique strengths as a global events destination. By fostering a robust pipeline of events, the bureau aims to deliver lasting benefits to the state, enhance its reputation, and further strengthen the business events landscape.
With its record-breaking success in securing global business events, Melbourne is paving the way for continued growth and innovation in the sector. By combining world-class facilities, strategic partnerships, and a commitment to excellence, Melbourne is not only attracting high-profile events but also delivering substantial economic and cultural benefits to Victoria.
As the city looks forward to hosting a series of transformative global gatherings, it is clear that Melbourne’s business events sector is set to remain a driving force in the global knowledge economy.
