Melbourne, Victoria, is poised to captivate the Asia Pacific Incentives and Meetings Event (AIME) 2024 with a stand that is a showcase and a celebration of collaboration and culture. The Melbourne Convention Bureau (MCB) has meticulously curated this experience to spotlight Melbourne’s status as Australia’s event capital while infusing it with the rich flavours and experiences of the city’s contemporary Indigenous-owned businesses.

Visitors to the Melbourne, Victoria stand will be welcomed into a world where business meets culture. Here, they can engage with MCB and 11 of the industry’s top suppliers, offering a unique insight into Melbourne’s strengths as a destination for meetings, incentives, and conventions. The stand promises an immersive journey into the heart of Melbourne’s event capabilities, underscored by a profound respect for cultural heritage and contemporary Indigenous entrepreneurship.

Julia Swanson, MCB Chief Officer, underscores the bureau’s commitment to evolving the landscape of business events. “In 2023, we embarked on collaborations with First Peoples-owned businesses to elevate our offerings at the stand, including a Yarning Area for meaningful conversations,” she says. These collaborations are more than just partnerships; they testify to MCB’s dedication to fostering inclusive events that drive social impact.

The Melbourne, Victoria stand at AIME 2024 is a microcosm of Melbourne’s cultural diversity and innovative spirit. Attendees will be treated to native fusion sweet treats and gin tastings by Pawa Catering & Events and Taka Gin Co, alongside traditional shield wood burning demonstrations by artist Uncle Mick Harding from Ngarga Warendj. Adding to the cultural tapestry, a Welcome to Country Yidaki performance by Kiernan Ironfield will inaugurate the event. The stand also features couverture chocolate tastings with native flavours by Loco for Cocoa and a wellness workshop by Aboriginal facilitator Lee Couch, highlighting Melbourne’s commitment to holistic, culturally-rich event experiences.

On the ground floor, the stand becomes a hub for conversations and collaborations, where hosted buyers and visitors can connect with leading event suppliers. The lineup of organizations hosted at the stand reads like a who’s who of Melbourne’s event industry, including the Melbourne Convention Bureau, Showtime Event Group, and Saxton Speakers Bureau.

The stand itself is a beacon of Melbourne’s creative and cultural prowess. Situated in the heart of the Victoria Precinct – the most prominent location at AIME – its two-storey structure is adorned with striking Indigenous artwork, designed in collaboration with Little Rocket, an Indigenous-owned creative agency. Complementing this visual splendour are native botanical installations by Alchemy Orange, an Indigenous Melbourne florist, creating an inviting and inspiring ambience.

The Yarning Area on the upper level offers more than just a panoramic view of AIME. It’s a space for relaxation and meaningful engagement, where visitors can enjoy free barista coffee while sinking into conversations that might shape future events in Melbourne and beyond.

The schedule of activations at the Melbourne, Victoria, stand is carefully crafted to showcase the depth and diversity of Indigenous culture. From the mesmerizing Yidaki performance by Kiernan Ironfield to the intricate shield wood burning demonstration by Ngarga Warendj, each activation is a window into the soul of Melbourne’s Indigenous community.

As AIME 2024 unfolds, the Melbourne, Victoria stand stands out for its visual appeal and its deep commitment to cultural integrity and innovative event planning. This showcase goes beyond business transactions; it embodies Melbourne’s spirit, a city that proudly embraces its Indigenous heritage and integrates it seamlessly into the contemporary business landscape.

In summary, the Melbourne, Victoria stand at AIME 2024 is more than just a display; it’s a dynamic, culturally rich environment reflecting Melbourne’s unique event planning approach. It’s a place where tradition meets innovation, business goals align with social impact, and every interaction is an opportunity to experience the vibrant heart of Melbourne. As the event industry looks to the future, Melbourne’s stand at AIME 2024 is a beacon of what is possible when culture, collaboration, and creativity converge.

Written by: Anne Keam

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