During the 12-month period, Melbourne Convention Bureau secured 215 future events – an increase of 12 per cent on the previous financial year – which are anticipated to attract more than 58,000 visitors and generate in excess of 109,000 room nights across Victoria, delivering economic impact of $252 million.
“This year has been transformative for Victoria’s business events sector, reinforcing our global reputation,” says Melbourne Convention Bureau chief executive Julia Swanson.
“Through the unified efforts of Team Melbourne, including the Victorian Government, Visit Victoria, Melbourne Convention and Exhibition Centre and our partners, we have 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.”
Priority industry sectors for conferences in Victoria include health, science and engineering, with major upcoming events on the calendar being the World Chambers Congress 2025, the International College of Neuropsychopharmacology World Congress 2025, the IEEE International Conference on Industrial Engineering & Engineering Management 2025, and the World Cancer Leaders’ Summit 2025.
In the corporate meetings and incentive events space, 86 visitor groups have been secured for Victoria, which is set to inject $34 million to the state’s economy and fill 14,000 hotel rooms.
In 2025, Melbourne will host one of its largest-ever incentive groups when 10,500 delegates descend from China for the Amway China Leadership Seminar in celebration of Amway’s 30th anniversary.
This event is expected to generate 20,000 hotel room nights and deliver $46.4 million to Victoria’s economy.
The 2024 Asia Pacific Incentives and Meetings Event (AIME) generated $330 million in business deals – a 65 per cent increase from 2023 – and AIME 2025 is expected to deliver even bigger returns.
“The 2023-2024 financial year has been a milestone for Melbourne Convention Bureau, marked by a series of outstanding achievements that underscore our commitment to excellence,” says Deborah Beale AM, chair of the Melbourne Convention Bureau board.
“These results speak to Melbourne Convention Bureau’s enduring legacy of more than 50 years in the business events sector, driven by the dedication and vision of our team.
“As we look to the future, Melbourne Convention Bureau 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.”
