The Asia Pacific Incentives and Meetings Event (AIME) has officially launched its 2025 edition, promising to be the most monumental in its history. Held at the iconic Melbourne Convention and Exhibition Centre (MCEC), AIME 2025 is set to break all previous records with unparalleled hosted buyers, exhibitors, and attendees, reaffirming its position as the leading event in the Asia Pacific business events sector.
A New Benchmark for Business Events
Over three dynamic days, AIME 2025 will host more than 640 meticulously vetted buyers from around the globe alongside 4,500 attendees and a staggering 675 exhibitors. This year’s event boasts over 200 new exhibitors and introduces two new international pavilions from Singapore and Thailand, enhancing the diversity and scope of the event. Representing over 30 countries and territories, AIME 2025 is set to be a melting pot of innovation, collaboration, and business growth.
Expanding Global Reach
AIME 2025’s impressive roster includes 170 hosted international buyers from regions such as New Zealand, Europe, the UK, Southeast Asia, North Asia, India, South America, the USA, and Canada. In addition, over 470 domestic buyers will attend, with an astonishing 75% of hosted buyers participating for the first time. This influx of fresh faces and perspectives promises to invigorate the event, fostering new connections and business opportunities.
Building on the exceptional success of AIME 2024—where over $330 million of business was projected within 12 months—this year’s event is expected to surpass even those remarkable figures, cementing AIME’s status as the premier business events gathering in the Asia Pacific region.
Leadership and Vision
Owned by the Melbourne Convention Bureau (MCB) and managed by Talk2 Media & Events, AIME 2025 marks the fourth show under the expert leadership of Event Director Silke Calder. With more than 20,000 meetings scheduled—including over 15,000 pre-arranged appointments between buyers and exhibitors—the event’s expanded show floor is set to become the epicentre of business dealings in the Asia Pacific.
Voices of Authority
Matt Pearce, CEO of Talk2 Media & Events, heralded the event’s monumental growth: “I’m delighted to announce that AIME 2025 will be the biggest show our team has ever produced. In an environment where new entrants and regional events are emerging, this is a testament to AIME’s track record of delivering meaningful business outcomes. Last year, more than $330 million of business was generated at AIME, and we are confident that figure will be higher again this year.”
Julia Swanson, CEO of the Melbourne Convention Bureau, emphasized the broader impact of business events: “AIME provides the best opportunities in our region for industry to share knowledge, create meaningful connections, and drive economic and social outcomes. Our new ‘Positive Impact of Business Events Report’ highlights the transformative power of these gatherings, from economic growth to fostering enduring legacies in Melbourne and beyond.”
Tourism Australia’s Managing Director, Phillipa Harrison, underscored AIME’s pivotal role: “AIME remains a key opportunity for global buyers to connect with the Australian industry and experience first-hand our exceptional business events offering. We congratulate MCB and Talk2 Media & Events on a record-breaking AIME this year.”
Knowledge is Power: The Knowledge Program
AIME’s Knowledge Program has grown exponentially, with participation increasing five-fold since pre-COVID. The 2025 theme, “We Matter!” highlights the global business events industry as a powerful economic driver. Notable keynote speakers include Gus Balbotin, former CTO of Lonely Planet, and Dr. Kristy Goodwin, neuro-performance scientist and best-selling author.
A standout addition this year is the “Global Insights and Business Outlook for 2025” panel, featuring industry heavyweights like Carina Bauer (IMEX Group), Senthil Gopinath (ICCA), Tim Groot (Grip), and Sven Bossu (AIPC). Curated by El Kwang and BEAMexperience, the program also offers 20 breakout sessions addressing topics from AI integration to safeguarding creativity.
Networking and Celebrations
The first day concludes with the much-anticipated Welcome Event, AIMalfi FESTA, transforming Melbourne’s il Mercato Centrale into a vibrant Amalfi Coast experience. Over 2,000 attendees will indulge in an interactive Italian artisan food market, setting the stage for two days of intense networking and deal-making.
Extended Opportunities and Strategic Collaborations
The AIME trade expo runs from February 11-12, with extended hours to maximize networking opportunities. For the first time, UFI’s 2025 Asia-Pacific Conference will co-locate in Melbourne, held at MCEC from February 13-14, following AIME. The AIME Leaders Forum, hosted by the Australian Business Events Association, will take place on February 13, ensuring the momentum continues beyond the main event.
A Global Epicenter for Business Events
Natalie O’Brien AM, Chief Executive of the Melbourne Convention and Exhibition Centre, aptly summarized the event’s significance: “MCEC is the home of AIME, the flagship event for the business events industry. We’re proud to host not just AIME but also UFI, ABEA, AIPC, and other industry associations under one roof. MCEC is truly the epicenter of the business events industry this week.”
For more information, visit AIME’s official website.
Written by: Octavia Koo
