Victoria’s business event recovery driven by success of Melbourne Convention Bureau

Melbourne Convention Bureau has exceeded all targets and cemented business events as the highest yielding sector in Victoria’s visitor economy.

MCB achieved an incredible result for business events in Victoria with a 33% increase in economic contribution from secured business events in the 2021/2022 financial year over the previous year. 

Economic contribution for the state reached $203 million from 110 events secured, which is expected to bring over 53,200 visitors to the state and fill over 90,300 room nights.

Speaking at the company’s Annual General Meeting, MCB Chief Executive Julia Swanson reflected on the year that evolved “despite the restrictions on operations for the first half of 2021-2022, we delivered a buoyant outcome with the demand and recovery for business events in Melbourne occurring faster than expected.

“We set an ambitious agenda to reaffirm Melbourne's position as a global leader in business events resulting in significant bid wins across the year and implemented innovative programs to ensure a solid calendar of events to re-open with.

“A key highlight from the year was Asia-Pacific Incentives and Meetings Event (AIME) 2022 kick-starting the business events industry. Hosting the first international tradeshow since Australian international borders reopened, AIME 2022 brought together international and local buyers to access 225 exhibitors from around the world.

“The National Business Events Program contributed significantly to the overall success of this strong pipeline of future events and demonstrates the ongoing commitment and passion of the MCB team to deliver impactful outcomes in supporting our sector through its recovery.

“We’re also seeing confidence across international markets rebound at pace with the return of international corporate, meeting and incentive groups, site visit re-engagement and enriched experiences for event organisers and delegates across both international and domestic segments.

“The strength of the results being delivered are a testament of MCB’s efforts and the perseverance of our sector as whole. Thank you to the Victorian Government, Visit Victoria, Melbourne Convention and Exhibition Centre, the City of Melbourne and our partners, for supporting us in reaffirming Melbourne’s position as a global leader in business events and cementing Victoria’s reputation as Australia’s event capital.”

Chair of the MCB Board Deborah Beale AM acknowledges MCB’s considerable achievement in exceeding targets for securing events and economic contribution for the state amidst the ongoing challenges presented by the COVID-19 pandemic.

“MCB has leveraged its competitive position to ensure an enviable pipeline of future events and long-term certainty for Victoria’s visitor economy and its business events supply chain.

“This is most evident through the 110 business events secured for Victoria, an increase of 175% on the previous financial year. This is a testament to the dedicated efforts of the MCB team in boosting international and national event organisers confidence to plan and book their events in Melbourne. These events will provide an estimated $203 million in economic benefit for the state.”