‘Uniquely Melbourne’: Melbourne Convention Bureau launches new guide for business event planners

December 03, 2025

The unique and diverse experiences that Melbourne and Victoria have to offer have been collated into a new comprehensive guide from Melbourne Convention Bureau (MCB), with the launch of ‘Uniquely Melbourne: An Event Planners Guide to Melbourne and Victoria.’

Announced at Australia Next, Tourism Australia’s signature incentive showcase taking place in Melbourne this week, the guide is an inspirational planning tool for business event and incentive program planners looking to create memorable itineraries for delegates.

The guide features everything that makes the city of Melbourne so special for business event travellers, including iconic experiences that exist nowhere else in the world. Capturing the creativity and sophistication of Melbourne, readers will be inspired by the dynamic arts scene, world-class dining and event venues, thrilling sports culture and more. The inclusion of unique group activities, like sunrise hot air balloon rides over the city, makes it easy for event planners to create once-in-a-lifetime programs for their delegates.

“Melbourne offers something for every business events traveller,” said MCB Chief Executive Julia Swanson. “We created this guide to highlight how our city stands out on the global stage as a premier destination. Nowhere else can you tap into such a diverse range of exciting and different experiences, all delivered by exceptional suppliers.”

‘Uniquely Melbourne’ also showcases the incredible regions on the city’s doorstep and encourages business event planners to visit regional Victoria. The guide highlights the best of Geelong and the Bellarine Peninsula, the Great Ocean Road, the Yarra Valley, Mornington Peninsula, Phillip Island, Ballarat and Daylesford.

“Victoria’s diverse landscapes are only a 90 minute drive away,” notes Ms Swanson. “That allows delegates to have not just one kind of regional experience, but potentially many in a single itinerary. The compact size of our state means you can be enjoying the stunning landscapes of the Great Ocean Road one day, sipping local wines in the Yarra Valley the next, and relaxing in natural hot springs on the Mornington Peninsula after that.”

Additionally, the guide makes it seamless to consider sustainability and social impact initiatives for business events, with dedicated sections outlining how planners can incorporate CSR-based activities and design corporate event itineraries that align with company values, as well as information on inclusion of Indigenous culture.

“Whether you're seeking culture, nature, or indulgence, Melbourne and Victoria deliver unforgettable experiences with a distinctly Australian charm,” says Ms Swanson. “The guide provides inspiration and insights to allow event planners to create events that are truly one-of-a-kind.”

Business event planners can access 'Uniquely Melbourne: An Event Planners Guide to Melbourne and Victoria’ to find inspiration for planning their next unforgettable business event in Melbourne.

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Media enquiries:

Emma Hall, Melbourne Convention Bureau

T +61 429 553 183 E emma[email protected]