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  • AIME 2024 - Thats a wrap

    February 28, 2024

    Celebrating its 31st year, Asia Pacific Incentives and Meetings Event (AIME) is poised to make a resounding impact in 2024, affirming its position as a cornerstone in the global business events industry.

    This year’s event has marked a significant surge in participation, with 570 exhibitors, signifying an extraordinary growth rate of over 63% from the previous year. AIME's international allure is underscored by the representation of 33 countries, with more than 600 hosted buyers in attendance reflecting a substantial 51% growth compared to AIME 2023.

    With more than 15,000 pre-scheduled meetings that took place between hosted buyers and exhibitors over the course of two days, AIME 2024 stood as a living testament to the enduring legacy and importance in shaping the landscape of the business events industry worldwide.

    View the highlights video to experience the finest moments from AIME 2024 


    The Uncover Melbourne Program

    As the first official social event on the AIME 2024 calendar, the exclusive pre-event Uncover Melbourne program kicked off on Sunday 18th February.

    Melbourne Convention Bureau (MCB) joined forces with its partners across the city to create bespoke tours filled with premium experiences for hosted buyers from Australia, India, New Zealand, Southeast Asia, North Asia and Europe, the Middle East and Africa (EMEA)

    Participants were treated to a showcase of some of Melbourne and regional Victoria’s best business assets – from exceptional creative spaces and unique experiences to the exquisite culinary and cultural flair that MCB partners have to offer.

    A diverse range of activities delighted buyers with highlights including discovering hidden bars and laneways with Show Me Melbourne that Melbourne is infamous for, participating in a historical scavenger hunt at Hilton Melbourne Little Queen Street and a race around photo challenge at Melbourne Zoo.

    The Uncover Melbourne program concluded with drinks and a welcome from MCB underneath the Melbourne City skyline on the banks of the Yarra River, at River Pavilion by Showtime Event Group

    Uncover Melbourne lunch for AIME 2024 

    Media exclusive Melbourne escapade

    An exclusive Sunday Brunch event hosted by Business Events Australia, in partnership with the MCB, at the stunning Royal Botanic Gardens kickstarted the day.

    Part of the charm of Melbourne is that it is constantly evolving. It redefines expectations, inviting event organisers to explore a destination within a destination that caters to a myriad of business events.

    On a revolutionised road journey, Luxcoach transported media in their own cocktail bar on wheels to the next destination. Entering stage left at Australia's pinnacle of innovation and excitement, Marvel Stadium seamlessly blends sports and entertainment with exclusive private events. Following a remarkable $225 million redevelopment project, the group were one of the first in the world to be immersed in the premier multi-purpose sports and entertainment stadium. From incentive groups, seminars, team building, and international and national association conferences, to the social programs and gala events tied into these business events, Marvel Stadium has a space to not only cater to but exceed expectations as a destination within a destination that can deliver exceptional business events experience.

    A micro event in itself, guests travelled in style onboard Melbourne River Cruise’s, Yarra Duchess, to Melbourne Convention and Exhibition Centre(MCEC) for a journey across the seven continents as part of BBC Earth Experience. This immersive event narrated by David Attenborough brings together state of the art audio visual technology and breathtaking footage from the BBC Studios Seven Worlds, One Planet on an unrivalled scale.

     Tourism Australia brunch at Botanic Gardens with woman dressed in flower costume


    Knowledge Program 

    For the second year running, AIME’S Knowledge Program, curated by El Kwang, BEAM and the Knowledge Program Advisory Committee, launched the global events industry to come together to immerse in learning and growth and inspire events for the next year and beyond.

    The program featured a stellar lineup of keynote speakers, including keynote speakers Chief Marketing Officer, Coles Group, Lisa Ronson and the Sebastian Terry who inspired the audience action and transform lives in and out of the workplace.

    Knowledge Program at AIME 2024

    Welcome event

    The permanent outdoor foodie playground Grazeland, transformed for one night only into a neon carnival extravaganza for the highly anticipated AIME Welcome Event.

    Over 1600 guests, including Hosted Buyers, Exhibitors, Media Partners, and VIPs, attended the event and indulged at the extensive array of bars and food stalls featuring the flavours of Melbourne’s multicultural population. The evening ramped up a notch as Mitch Tambo followed by Discover, Australia’s Daft Punk Tribute Show took to the stage and everyone danced up a storm. 

    AIME 2024 Welcome Event

    The tradeshow floor

    In a fitting manner for the biggest AIME to date, the Victorian Precinct occupied the largest footprint on the show floor, including the famous two-story Melbourne, Victoria Stand – the largest destination stand at AIME 2024.

    Yidaki performance by Kiernan Ironfield on day one and shield wood burning demonstration with Ngarga Warendj on day two. The top floor Yarning Area served coffee, Blak Brews tea and sweet treats by Jarrah Catering.

    Visitors enjoyed chocolate tasting featuring native ingredients by Melbourne business Loco for Cocoa and native fusion gin tasting with Indigenous-owned brand Taka Gin Co. supplied by Pawa Catering & Events. Appreciating the necessity of wellness, especially during such a busy as AIME, a mini wellness workshop using Oracle cards and healing oil blends with Aboriginal health and wellbeing facilitator Lee Couch was highly enjoyed.

    Event planners are increasingly seeking to integrate First Peoples-led suppliers into their programs, recognising the opportunity to make a meaningful contribution to the social outcomes of Victoria’s First Peoples and their future generations

    Melbourne stand gin tastings AIME 2024

    Aligning with MCB’s sustainability strategy and Victoria’s strategic plan, Experience Victoria 2033, to shape the future of the visitor economy over the next 10 years, empowering First Peoples community in the tourism and events sectors, and positioning Victoria as a leading destination for diverse, First Peoples-led experiences, MCB proudly launched its First Peoples Engagement GuideThis valuable resource is aimed at assisting event planners in creating culturally enriching business events and fostering positive social impact.

    Tailored specifically to the business events industry, the introductory guide includes practical information around when and how to organise a Welcome to Country or Acknowledgement of Country, a curated Indigenous Business Events Supplier Guide and useful tips on how to put the guide into practice.

    MCB will continue to update the supplier directory and provide ongoing sources of inspiration for business event planners in the future.

    First Peoples Engagement Guide

    Save the date for 2025!

    While AIME 2024 was a raging success, make sure you get your calendars out to mark the date because AIME 2025 will return, more impressive than ever, from 10-12 February.

    A special thank you to Talk2Media, MCEC and all MCB partners who participated in AIME 2024 to put their best foot forward and demonstrate the variety and flexibility of options for event planners considering Melbourne for their next business event.

    If you’re interested in attending AIME 2025 as a Hosted Buyer, contact Jackie Caldwell, AIME Hosted Buyer Manager or subscribe to the AIME newsletter for updates.