Melbourne secures meetings industry award for sixth time  

For the sixth time, Melbourne has secured the prestigious title ‘Oceania’s Leading Meetings & Conference Destination’ at the World Travel Awards 2019, consolidating its credentials as a leader in the business events sector.

Advising that Melbourne is always top of mind for the big international conferences worldwide, driven by an array of success factors that make the city an ideal host for meetings and incentive groups, Melbourne Convention Bureau (MCB) acting Chief Executive, Julia Swanson stated "this award validates our excellence in the business events sector, recognising our outstanding infrastructure, knowledge capital, cross-collaboration and limitless options to experience the destination.

“We are proud to be continuously recognised as the leading destination in the sector. Melbourne’s reputation for its collaboration is one of the many reasons we constantly secure and deliver high profile conferences for the state, which showcase Melbourne on a global stage.”

In the 2018/19 financial year MCB secured business events worth $507 million to the Victorian economy, which is testament to its commitment to ensuring every business event held in Melbourne is outstanding in delivery and provides lasting legacies for delegates, organisers and the state.

Swanson noted "these outstanding results and the World Travel Award recognition reinforce Melbourne’s strong position in the business events industry.”

The World Travel Awards have been acknowledging and celebrating excellence across all sectors of the tourism industry for 26 years. The awards are selected via votes cast by travel professionals and high-end tourism consumers.

MCB also recently announced their record-breaking annual results for 2018/19:

• Secured over half a billion dollars in business events for Victoria
• Economic impact increased by 28% from previous year
• Exceeded all targets for the seventh consecutive year
• Strong pipeline of business and contribution to the state up to 2026
• Secured over 226,000 room nights - enough to fill the city 13 times
• Secured over 6,000 jobs created from business events

MCB has achieved the highest ever result for business events in Victoria with a 28% increase in economic contribution from secured business events in 2018/2019 financial year from the previous year, exceeding all targets and cementing business events position as the highest yielding sector in Victoria’s visitor economy.

The results can be attributed to years of work resulting in several significant wins, including ‘The 2023 Rotary International Conference’, the most valuable conference ever won for the state, expected to attract 20,000 Rotary members from over 200 countries and regions worldwide and injecting over $110 million into the Victorian economy.

Swanson added “these outstanding results is a testament of MCB’s efforts and ‘Team Melbourne’ approach. Thank you to the Victorian Government, Melbourne Convention and Exhibition Centre, the City of Melbourne and our partners, for supporting us in driving Victoria’s global standing as a premier destination for business events, and continuing Melbourne’s reign as Australia’s business events capital.”

Victoria’s corporate meetings and incentive business was strong with MCB securing 132 events which will deliver over $64 million to the state’s economy and over 16,000 new visitors to Victoria.

During 2019 MCB launched its innovative ‘Melbourne Virtual Site Visit’ - an immersive 360 virtual reality experience featuring over 30 Melbourne venues, hotel and attractions to influence international decision makers to choose Melbourne for their next event. MCB was globally recognised for this tool at the Skift Global Forum in New York, being awarded ‘Best AR, VR or Mixed Reality Experience’.

Swanson concluded "we’re proud of the transformational experience we’ve created using VR technology. Its proven to be a real asset in not only influencing international decision makers to choose Melbourne for their next business event but also incredibly popular for delegate boosting.”

For more information view the MCB Annual Report available at www.melbournecb.com.au