Melbourne Convention Bureau drives Melbourne's success as a world-class business events destination

November 24, 2025

Melbourne Convention Bureau (MCB) has again recorded a successful year of growth across the business events sector, cementing Melbourne’s reputation on the world stage as a leading destination for international conferences, corporate meetings and incentive programs.

Melbourne’s success in acquiring and delivering business events continued to go from strength to strength during the 2024/25 financial year, significantly contributing to the economic prosperity of the state and our global reputation as a hub for knowledge-sharing and innovation.

The 2024/25 financial year saw MCB secure 230 future business events, delivering $270 million in economic contribution and bringing 57,000 delegates to Melbourne. These events will generate 113,000 room nights for accommodation providers and reinforce the city’s place as a leader in the business events sector.

Melbourne’s success in the International Congress and Convention Association (ICCA) rankings, which saw the city secure the title of highest number of delegates in Australia for international association business events in 2024 as well as the top ranked destination in Oceania and fifth in the world for average number of participants, further highlights the far-reaching appeal of the city.

Reflecting on the accomplishments of the year, MCB Chief Executive Julia Swanson noted, “Our strategic and proactive approach to securing events has delivered strong results in providing future business for Melbourne. Our success is testament to the power of our collaborative Team Melbourne approach, which brings together the Victorian Government, Visit Victoria, Melbourne Convention and Exhibition Centre, City of Melbourne and our event supplier partners to deliver exceptional business events.”

During the 2024/25 financial year, MCB secured some major business events across a range of priority sectors. Some of the most high profile events coming to the city in the coming years include Women Deliver 2026, the 30th Asia Pacific League of Associations for Rheumatology Congress, and the IEEE Power and Energy Society Generation Transmission and Distribution Conference & Exposition Asia. These significant gatherings are expected to enhance international partnerships and advance Melbourne’s standing in the global knowledge economy.

MCB also continues to play a vital role in the delivery of exceptional business events, as evidenced by the success of the Amway China 30th Anniversary Leadership Summit held in April 2025. With 16,000 delegates exploring Melbourne and Victoria across six waves during the 24-day program, this event generated $100 million in economic impact for the state.

The 2025 Asia Pacific Incentives and Meetings Event (AIME) generated $400 million in business, a new record for the trade show. This achievement highlighted AIME’s role in driving economic growth in the business events industry and reinforced Melbourne’s position as a leading destination for international meetings, incentives, and exhibitions.

Chair of the MCB Board, Deborah Beale AM, said, “The 2024/25 financial year has marked a significant chapter for the Melbourne Convention Bureau, defined by a series of exceptional accomplishments that reflect our unwavering pursuit of excellence. These outcomes highlight MCB’s proud legacy of more than fifty years in the business events industry, powered by the passion and foresight of our dedicated team.

Looking ahead, MCB remains firmly committed to championing Melbourne’s distinctive appeal as a premier global events destination, nurturing a strong pipeline that will continue to generate enduring value for the state and its vibrant business events ecosystem.”

MCB’s annual report is available to read here.

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Media enquiries:

Emma Hall, Melbourne Convention Bureau

T +61 429 553 183 E [email protected]