Why Melbourne remains Asia-Pacific's top business events destination

July 18, 2025

Melbourne Convention Bureau (MCB) took centre stage in Asia last month, reconnecting with clients and partners across five vibrant cities - Beijing, Shanghai, Chengdu, Kuala Lumpur and Jakarta. The dynamic sales mission reaffirmed Melbourne’s reputation as a world-class business events destination and spotlighted new opportunities for collaboration in the thriving Asia-Pacific MICE market.

Strengthening connections in China

As one of MCB’s most important international markets, China remains a key focus for business events and incentive travel opportunities. MCB’s leadership team, including Nicolena Oborn, Chief Sales and Customer Experience Officer, travelled to Beijing, Shanghai and Chengdu to meet with MICE agents, corporate clients and industry stakeholders.

Nicolena Oborn, said, “These visits offered a wonderful opportunity to reconnect with China’s MICE community, gain valuable market insights and showcase why Melbourne remains the ideal destination for memorable business events.”

The mission highlighted Melbourne’s exceptional event infrastructure, incentive-ready experiences and attractive government funding opportunities. Melbourne was recently named the number one city in the world for delegate attendance in the 2024 ICCA City & Country Rankings, a testament to its outstanding credentials for hosting international conferences and mega-incentive programs.

Why Melbourne continues to stand out

Melbourne’s compact, walkable city centre, luxury hotels such as Pan Pacific Melbourne, Sofitel Melbourne on Collins, and The Langham, Melbourne, alongside its buzzing dining scene and hidden laneways, continue to resonate with delegates and visitors. The availability of attractive government funding for incentive groups and business events further enhances Melbourne’s competitive edge.

Iconic venues such as Melbourne Convention and Exhibition Centre, Royal Botanic Gardens Victoria and Phillip Island Nature Parks. Melbourne also offers incredible incentive experiences, from wine tasting in the Yarra Valley to close encounters with native wildlife at Healesville Sanctuary and coastal adventures along the Great Ocean Road.

A recent highlight was the Amway China 30th Anniversary Leadership Summit held in Melbourne in April 2025, welcoming 16,000 delegates for a program of world-class experiences, knowledge-sharing and a spectacular gala event.

Lasting partnerships and future opportunities

The roadshow not only celebrated Melbourne’s continued leadership in business events but also underscored the strength of the relationships nurtured across the region.

As Nicolena Oborn put it, “While Melbourne continues to lead as a business events destination, our true strength lies in the enduring partnerships we build across Asia.” MCB extends heartfelt thanks to its partners in China, Malaysia and Indonesia for their continued trust and collaboration.

To explore Melbourne’s business event opportunities and incentive program ideas, connect with MCB’s team or follow our official WeChat account for the latest updates.