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In a landmark achievement that will be etched into the annals of the Asia Pacific business events calendar, the 2025 edition of the Asia Pacific Incentives and Meetings Event (AIME) has ignited an unprecedented economic surge. The event projects a staggering AUD $400 million in business deals to be realised over the coming year.

Hosted from February 10–12 at the Melbourne Convention and Exhibition Centre (MCEC), AIME 2025 eclipsed all prior benchmarks, heralding a bold new era for the region’s global meetings, incentives, conferences, and exhibitions (MICE) industry. This figure represents a 21% increase compared to the previous year’s performance—an unmistakable signal of post-pandemic resilience and growth.

An Event of Firsts and Records

Now celebrated as the largest AIME in history, the 2025 event welcomed over 675 exhibiting organisations, 640 hand-picked hosted buyers, and more than 4,500 attendees spanning six continents. With a packed show floor buzzing with opportunity and strategic networking, AIME 2025 stood as a beacon for global connection, innovation, and commercial exchange.

The orchestrators behind this record-breaking performance, Talk2 Media & Events, have firmly cemented their legacy. Their stewardship of AIME since 2019 has revitalised the event and transformed it into the cornerstone of Asia Pacific’s annual business events calendar.

In recognition of their exceptional performance, Talk2 Media & Events has been reappointed to co-deliver AIME alongside the Melbourne Convention Bureau (MCB) through to 2028, securing the event’s future for the subsequent four editions.

Strong Leadership, Strong Outcomes

Reflecting on the scale and success of the event, Talk2 Media & Events CEO Matt Pearce commented:

“AIME 2025 has exceeded every expectation. The renewed partnership with MCB affirms our unwavering commitment to delivering excellence. We are energised to innovate further and work closely with our partners to build on this extraordinary momentum.”

The sense of pride was echoed by MCB CEO Julia Swanson, who emphasised the broader significance of AIME’s growth:

“AIME’s success is not just a win for Melbourne—it’s a victory for Australia’s entire business events ecosystem. It’s a powerful reminder of the lasting value these events generate for our industry, economy, and community.”

Strengthening Asia Pacific’s Global Leadership

Event Director Silke Calder, who has overseen AIME’s growth trajectory in recent years, declared 2025 as a turning point for the Asia Pacific region:

“This was the largest and most successful AIME ever staged. Our exhibitors and buyers have walked away with invaluable deals, ideas, and relationships that will continue to shape our industry long after the show floor lights go off.”

Calder also underlined the pivotal role of AIME’s collaborative ecosystem:

“We owe this triumph to our global community, trusted partners, and dedicated sponsors. Their faith empowers us to curate world-class experiences that redefine the business events landscape.”

With post-show feedback echoing widespread satisfaction and commercial confidence, early interest in AIME 2026 is soaring.

Future-Proofing the Asia Pacific Business Events Sector

Scheduled for February 9–11, 2026, again at MCEC, AIME remains the first international tradeshow to open the global business events calendar yearly. Its unrivalled reputation as the launchpad for business-to-business (B2B) engagement, destination marketing, and thought leadership positions it at the vanguard of economic recovery and growth.

More than just a tradeshow, AIME has emerged as a strategic enabler, where cities, venues, hotels, tourism boards, and corporate leaders converge to shape the industry’s future.

The economic uplift from AIME 2025 underscores the power of personal connections in an increasingly digital world. When leaders meet face-to-face with purpose and preparation, transformational business outcomes follow.

The message is clear for those planning to participate in AIME 2026: This is where the world comes to do business in the Asia Pacific.