Melbourne Welcomes Back International Incentive Groups

Melbourne Convention Bureau (MCB) has secured six international incentive groups from Malaysia, Singapore, Indonesia and New Zealand. This will be the first time Melbourne and regional Victoria welcome back incentive groups since Australia’s international borders closed in 2020. 

The wins signal a resounding vote of confidence in Melbourne as the ideal destination for incentive meeting planners and corporations looking to offer a premium programme to reward, motivate and retain staff. 

The first influx of delegates sets the tone for a busy season this May when 162 South East Asian and New Zealand delegates are due to arrive filling close to 1,661 room nights and expected to inject more than $898,000 in economic contribution to Victoria’s economy. 

MCB Chief Executive Julia Swanson said the arrival of these incentive groups is encouraging for the Victorian visitor economy following a lengthy hiatus of international travel. 

“We’re thrilled to once again welcome back international corporate incentive groups - both large and small - to Melbourne. MCB works to boost hotel occupancy in the traditionally quiet shoulder periods with visitors staying mid-week,” said Ms Swanson. 

For Victorian regional tourism suppliers and local businesses, business events are a major driver of regional visitation and provide a substantial economic contribution enhancing local communities. Pre-pandemic, Melbourne attracted on average just over 100 incentive groups with approximately 55,000 international delegates each year spending on average $1019.00 per day, across accommodation, tourist attractions, local shops and cafes. 

Across the five incentive groups arriving, delegates will visit an array of attractions in Melbourne and regional Victoria. The exciting line-up includes some of Victoria’s most popular regions, the Yarra Valley, Mornington Peninsula, Phillip Island Nature Park for the iconic Penguin Parade as well as a trip to enjoy the splendour of the Great Ocean Road. 

“Every incentive group secured by MCB visits regional Victoria. There is an abundance of experiences available all within a short drive from the city centre - from coastal attractions, wine and dine experiences to nature and adventure-based activities,” said Ms Swanson. 

“Melbourne is the ideal city to host incentive groups and MCB excels in crafting bespoke itineraries designed to suit every group. If you want to take your corporate incentive activities to the next level, let us be your eyes and ears on the ground to help you get started,” said Ms. Swanson. 

As a premium incentives destination, Melbourne offers limitless experiences to be enjoyed in all seasons. From dining, shopping and art, through to wildlife encounters, adventurous activities and beautiful regional spots, delegates will walk away with a larger bucket list of must try experiences than when they started off. 

For more inspiring ideas, check out MCB’s ‘Itinerary Inspirations’ page