Melbourne’s Business Events Sector is Kicking Goals

Business events from around the world are choosing to come to Victoria with the Melbourne Convention Bureau hosting 46 business events in the month of May while also securing a string of valuable events for the years ahead.

The ‘mega May’ of events filled 61,375 hotel room nights and contributed $148 million into the economy.

A highlight for the month was the 2023 Rotary International Convention, which attracted 14,000 Rotary members from over 120 countries. It delivered more than $91 million to the local economy and supported close to 1,000 jobs, making it one of the most valuable conferences in Melbourne’s history.

The Melbourne Convention Bureau (MCB) with support from the Victorian Government has secured future events across a range of industry sectors including the World Congress on Leisure Travel 2027, the 21st International Celiac Disease Symposium 2026, and the International Conference on Ocean Energy 2024. All to be held at the Melbourne Convention and Exhibition Centre (MCEC).

This November, Melbourne will welcome the largest Indian delegation for a corporate incentive travel programme when 3,000 delegates arrive for Herbalife India Incentive 2023, thanks to support from Tourism Australia’s Business Events Bid Fund Program.

Incentive travel programmes are particularly valuable as the delegates visit multiple attractions across the city and travel to regional Victoria, helping to spread the economic benefits across the state.

The Victorian Government’s National Business Events Program has helped to drive the domestic market with funding delivered to 53 events since it launched in 2021, which has helped to sustain momentum across the sector and its supply chain.

MCB Chief Executive Julia Swanson said the bureau is proud to have played a significant role in securing these events for Victoria.

“As the state’s leading business events acquisition agency, MCB works with many industry partners and these wins reinforce Melbourne’s reputation as a top business events destination.

“As a city of great minds, world leading innovation in a range of sectors, our world class infrastructure and appealing attractions and experiences has led Melbourne to become a coveted destination across all segments of the business events sector.”

MCEC Chief Executive, Natalie O’Brien AM said MCEC is proud to host major events that bring together industry leaders from around the world.

“We are thrilled to see Melbourne continue to be recognised as a premier destination for business events. Through our partnership with MCB, we showcase the best of Melbourne to the world."

“Our team at MCEC is committed to delivering exceptional experiences for our clients and their delegates, and we look forward to welcoming even more events to our venue in the future,” she added.

Tourism Australia Managing Director Phillipa Harrison said the Business Events Bid Fund Program continues to secure a strong future pipeline of international business events to Australia.

“Securing important bids to host events like Herbalife India 2023 is great for Melbourne and Australia and will deliver significant benefits to the visitor economy,” Ms Harrison said.

MCB’s pipeline of business events is strong, with 147 international and national business events confirmed from now until 2028 worth more than $821 million in economic contribution. These events will attract more than 158,000 delegates which will fill 441,000 hotel room nights – enough to fill the city 18 times over.