The Melbourne Convention Bureau (MCB) has recorded an exceptional year of growth and achievement across Victoria’s business events sector, significantly contributing to the state’s reputation as a leading global hub for knowledge and innovation. With an impressive portfolio of secured events, MCB continues to be a pivotal force in driving Melbourne’s international appeal for business events.
During the 2023-24 financial year, MCB secured 215 future events, anticipated to attract over 58,000 visitors and generate over 109,000 room nights across Victoria, delivering an economic impact of $252 million. This achievement highlights Melbourne’s capacity to host world-class conventions, reinforcing the city’s global reputation for excellence in business events.
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.
Noteworthy upcoming events include 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. These significant gatherings are expected to enhance international partnerships and advance Melbourne’s standing in the global knowledge economy.
Corporate meetings and incentive events also contributed substantially to Victoria’s visitor economy this year, with 86 groups secured that will inject $34 million in economic impact and deliver over 14,000 room nights to Victoria’s accommodation sector. Next year, Melbourne will host one of its largest-ever incentive groups, welcoming in excess of 10,500 delegates from China for the Amway China Leadership Seminar, held in celebration of Amway’s 30th anniversary. Expected to generate 20,000 hotel room nights, this event is projected to deliver an economic impact of A$46.4 million to Victoria.
Large-scale international conventions, such as the 106th Lions International Convention and the World Health Summit Regional Meeting, bolstered Melbourne’s reputation as a premier destination for global gatherings. A total of 215 events were held this year, contributing an impressive $371 million to the visitor economy, marking a 12% increase in event numbers over the previous year.
The 2024 Asia Pacific Incentives and Meetings Event (AIME) generated $330 million in business deals, a 65% increase from the previous year. This achievement highlighted AIME’s role in driving economic growth in the business events industry and reinforced 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
