Designed to be an experiential and creative display of Melbourne, the Uncover Melbourne’s Experiences took hosted buyers and media for a day of exploration around Melbourne and regional Victoria, demonstrating the state’s premium business events offering.

A true showcase of Melbourne Convention Bureau’s (MCB) collaboration with its industry partners, the Uncover Melbourne’s experiences served as a platform to inspire future business opportunities.

A full day of immersive experiences were provided on Sunday 16 February kicking off the leading event in the meetings and incentives industry in Asia-Pacific - AIME 2020, culminating the day with an Uncover Melbourne Gala that showed guests a night of glamour and entertainment.   

The Uncover Melbourne’s Experiences were hosted by 29 of MCB’s partners who created bespoke itineraries packed with memorable experiences while showcasing the premium choices for business events to potential exclusive buyers.

Fourteen tours took hosted buyers and media to uncover some of Melbourne’s unique venues and attractions across the city and regional Victoria.  Some of the engaging activities in the program included a unique ‘hands-on gold experience’ at Sovereign hill; an ‘off road safari tour of the savannah’ followed by lunch in the exclusive Slumber Dining Hut at Werribee Open Range Zoo; a winery experience at Rochford Wines Yarra Valley; a ‘cocktail masterclass’ hosted by Showtime Event Group at Cargo Hall; a wellness day at the award-winning natural Mornington Peninsula Hot Springs; a private AFL stars footy session at the hosted by Epicure at the iconic Melbourne Cricket Ground (MCG); an interactive Italian hotel tour at Novotel South Wharf; a private flight + high tea on board Melbourne Star Observation wheel; a hard-hat tour of one of the newest event spaces, Centrepiece at Melbourne & Olympic Parks plus many more.

To finish off the day on a high, hosted buyers and media enjoyed a charming night at the Uncover Melbourne Gala held at the newly renovated exquisite space at the State Library Victoria, The Ian Potter Queens Hall.

Showcasing Melbourne to an international audience, MCB partnered with Showtime Event Group for the third consecutive year as the exclusive caterer for the gala. Styled by Harry the hirer and entertainment by Solution Entertainment ensured guests were treated to the full red-carpet experience that kicked off upon arrival on the iconic steps of the State Library. More details about the Uncover Melbourne Gala here

Images from the Uncover Melbourne Experiences available here

Participating partners.