AIME 2025 Wrap-Up: Melbourne shines as a premier business event destination

February 18, 2025

Melbourne Convention Bureau (MCB), in partnership with Asia-Pacific Incentives and Meetings Event (AIME), fuelled the business events industry with an exciting series of experiences and activities as the city hosted the vibrant Uncover Melbourne program at AIME 2025.

As the premier trade event for the meetings and events industry in the Asia Pacific region, AIME 2025 saw an impressive gathering of over 660 exhibitors and 640 buyers from 30 countries at Melbourne Convention and Exhibition Centre (MCEC). Throughout the event, an estimated 20,000 business meetings were held, all while enjoying the lively atmosphere of Melbourne. Buyers and media were treated to a four-day program that celebrated the city’s diverse offerings as a prime destination for business events.

Discover the Best of AIME 2025: Watch the Highlights Video

An exclusive tour: the Uncover Melbourne program

On Sunday, 9th February, MCB joined forces with local partners to offer hosted buyers a series of tailored tours, showcasing the very best of Melbourne and regional Victoria. Participants experienced exceptional creative spaces, unique venues, and the city’s renowned culinary and cultural scene.

Among the highlights of the Uncover Melbourne program was a sneak peek of MCG Events’ iconic venue and experience their quintessential Melbourne offering, participating in a scavenger hunt at PARKROYAL Monash Melbourne and a delightful drinks and grazing while enjoying a feature performance at the original red carpet gala venue of the city, Melbourne Town Hall.

The evening concluded with drinks and nibbles by the Yarra River where guests were able to Admire Melbourne’s iconic views from the Melbourne Skyline Ferris Wheel, play a round of mini golf, or simply relax and connect with industry colleagues on the eve of AIME 2025. Hosted by the team behind MCEC and the future Nyaal Banyul Geelong Convention and Event Centre (opening in July 2026).

Media exclusive: Sustainable Melbourne

This year, media were invited to explore Melbourne through a sustainability lens, spotlighting the city’s growing reputation as a leader in environmentally responsible business events. As event planners increasingly prioritise eco-conscious options, MCB proudly highlighted Melbourne’s commitment to sustainability.

A key highlight of the Sustainable Melbourne Media Famil was an exclusive behind-the-scenes tour of the 1 Hotel, a stunning riverside eco-conscious property crafted from reclaimed materials.

Guests also savoured a seasonal lunch at the award-winning Farmer’s Daughters restaurant, where they heard from Melbourne’s leading organisations driving sustainability in their unique ways including, MCEC, Melbourne Airport, Accor, Dann Event Hire, Royal Botanic Gardens and Nature Boss.

A huge thank you to our speakers who together form part of the renowned ‘Team Melbourne’ initiative, showcasing how the city is setting the standard for delivering sustainable events across various sectors. The program wrapped up with a cultural exploration of the Kulin Nation’s heritage at the Royal Botanic Gardens, offering a profound connection to the land and its traditions.

AIME’s Knowledge Program: "We Matter!"

The AIME Knowledge Program, curated in partnership with BEAMexperience and the Knowledge Program Committee, provided attendees with cutting-edge insights into the future of the industry. This year’s theme, “We Matter!”, centred on the importance of the individual and their impact on the events landscape.

The program= featured inspiring keynote speakers, including Gus Balbontin, Investor and Advisor, and Kristy Goodwin, Neuro-performance Scientist, Author, and Executive Coach. Their sessions captivated attendees as they explored trends, opportunities, and challenges shaping the future of business events in 2025.

AIME’s Welcome Event: AIMalfi FESTA!

The AIME 2025 Welcome Event, the highly anticipated opening celebration, transported guests to the sun-drenched shores of the Amalfi Coast, set within Il Mercato Centrale Melbourne. This 3000 sqm hospitality hub, located in the heart of the CBD and just a minute’s walk from Southern Cross Station, provided the perfect backdrop for the event. With a dress code of blue, white, and yellow, more than 2,000 attendees enjoyed Italian-inspired delights, interactive food markets, and captivating entertainment. The night was a vibrant and energetic start to the trade show, as guests celebrated Ciao Bella! and unforgettable moments.

The tradeshow floor

The Melbourne Stand proved to be exceptionally popular at the event, with attendees lining up for a chance to win exclusive Melbourne experiences through the interactiveUncover Melbourne Box. From luxury overnight hotel stays, amazing dining experiences, hidden bar tours and so much more, we’d like to thank our partners who contributed these amazing prizes that had visitors lining up to take a chance at winning them. Unmissable to Melbourne is the enjoyment of one of our exceptional coffees and visitors to the stand were not left disappointed as they sampled coffee with Australian-themed latte art by renowned award-winning barista, Darcy Jones.

AIME 2025 saw the launch of the Positive Impact of Business Events Report, a comprehensive look at the value of business events in Melbourne. The report highlights the city’s role in driving economic growth, fostering collaboration, and leaving lasting legacies. Over the past decade, Melbourne has hosted 1,620 business events, contributing $2.34 billion to the economy and supporting 29,000 jobs.

Save the date for AIME 2026!

While AIME 2025 was a resounding success, we’re already looking ahead to the next edition. Mark your calendars for AIME 2026, which will return from 9-11 February 2026, with even more impressive offerings and experiences.

A special thanks to MCEC, Talk2Media, and all the MCB partners who made AIME 2025 such a success. Together, we’ve demonstrated Melbourne’s versatility and value as a destination for business events, offering an array of options for planners looking to host their next event in this dynamic city.

Are you interested in attending AIME 2026 as a Hosted Buyer? Contact Georgia Zagorac, Felicity Fox or Gemma-Ann Taylor and to receive the latest updates for AIME 2026 you can subscribe to the AIME newsletter.