MCB secures over $100m in business event incentive programs

April 08, 2026

Melbourne continues to be a popular choice for organisations seeking an engaging and unique destination for their corporate meeting and incentives (CMI). Since May 2025, Melbourne Convention Bureau has secured 138 incentive events, for a total of 17,103 delegates coming to the city resulting in an estimated economic impact of $110 million.  

Melbourne, the perfect incentive destination 

Melbourne’s vibrant culture, range of attractions and activities, and natural beauty all contribute to its ongoing popularity with incentive planners.  

The city and surrounding regions have many unique group activities that spark connection and excitement, with new experiences ensuring that even frequent travellers will be delighted. Melbourne’s year-round program of major events provide world-class spectacles for CMI events to take part in, from the Australian Open and Formula 1 Grand Prix to international art exhibitions and theatre shows.  

Luxury accommodations provide a premium delegate experience, while the city’s world-famous dining culture gives event planners plenty of choice and new venues to host everything from showstopping galas to intimate group dinners.  

Within just two hours of the city centre, Victoria offers a diverse range of regional experiences to explore and enjoy. Popular choices for the incentive market include Geelong and the Bellarine, where delegates can sample fresh seafood and marvel at dramatic coastline; Phillip Island, home to the world-famous penguin parade, the largest little penguin colony in the world; Yarra Valley, for boutique vineyards and gourmet produce; Mornington Peninsula, the state’s wellness and hot springs centre; and Ballarat and Daylesford, rich in history and cultural attractions. 

Finally, Melbourne remains an accessible and safe city where delegates can easily move around and enjoy the local culture. With a compact, walkable city centre and a large multicultural community, incentive programs always feel welcome when travelling to Melbourne. 

The many benefits of hosting an incentive event in Melbourne were on show at the 2025 Australia Next, Tourism Australia’s signature incentive event showcase. Over three days, attendees were immersed in the best of Melbourne and Victoria. Australia Next 2025 hosted over 200 media, Australian industry sellers and business events buyers. Post-event survey results indicate 100 per cent of buyers were satisfied with Australia Next 2025 and 100 per cent of buyers said they were satisfied with Melbourne as a business events destination. 

Key markets for Melbourne 

China continues to be the largest market for Melbourne incentives. Indonesia and India are also planning many events in the city, with growing markets from Taiwan, Vietnam and Thailand. 

As well as the 138 secured incentive events, MCB has a further 29 leads in the pipeline, with a collective estimated economic impact of $75 million, indicating the strength of this market sector. 

Celebrating the success of the Amway China Program 

April 2026 marks a year since Melbourne welcomed delegates for the Amway China 30th Anniversary Leadership Seminar. This hugely successful event – the largest incentive program to ever visit Australia – has been used as inspiration for many organisations looking to emulate the experiences offered to Amway China’s delegates, including day trips to Victoria’s regions and hot air ballooning in the city centre.  

A full overview of the Amway China program and its phenomenal outcomes can be found here: Amway China Case Study 

Quotes attributable to Melbourne Convention Bureau Chief Executive Julia Swanson  

“Hosting corporate meetings and incentive programs in Melbourne taps into the strength of one of the world’s most liveable and dynamic cities, where world‑class infrastructure, creative energy and authentic experiences converge to drive motivation and lasting impact.” 

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Media enquiries: 

Emma Hall, Melbourne Convention Bureau 

T +61 429 553 183 E [email protected]