The Melbourne Convention Bureau (MCB) has recorded a strong pipeline of future business in the past year, securing 215 events.
The events, covering a wide range of specialisations, are anticipated to attract almost 60,000 delegates and deliver an economic impact of $252 million.
Reflecting on the accomplishments over the past 12 months, MCB chief executive Julia Swanson, said 2023-4 had 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, the City of Melbourne and our partners, we have not only met but exceeded our strategic goals,” she said.
“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, helping to further establish Victoria as a leader in fields including 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.
Corporate meetings and incentive events also contributed to Victoria’s visitor economy this year, with 86 groups secured to 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 this year, including 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 213 events were held in 2023-4, contributing $371 million to the visitor economy, marking a 12 per cent increase in event numbers over the previous year.
MCB Board Chair, Deborah Beale, said the 2023/24 financial year has been a milestone for the Melbourne Convention Bureau.
“These results speak to MCB’s enduring legacy of over 50 years in the business events sector, driven by the dedication and vision of our team,” she said.
“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.”
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