Business events named highest-yielding sector in Victoria’s visitor economy

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Melbourne Convention Bureau has helped deliver a AUD203 million economic contribution for Victoria by securing 110 business events.

The secured events, taking place up to 2028, are expected to bring more than 53,000 visitors to the state with more than 90,000 room nights.

The economic contribution was revealed at Melbourne Convention Bureau's annual general meeting, in which it announced it had 'exceeded all targets and cemented business events as the highest yielding sector in Victoria’s visitor economy.'

Melbourne Convention Bureau CEO Julia Swanson said: “Despite the restrictions on operations for the first half of 2021-2022, we delivered a buoyant outcome with the demand and recovery for business events in Melbourne occurring faster than expected. 

“A key highlight from the year was Asia-Pacific Incentives and Meetings Event (AIME) 2022 kick-starting the business events industry. Hosting the first international tradeshow since Australian international borders reopened, AIME 2022 brought together international and local buyers to access 225 exhibitors from around the world.

“The National Business Events Program contributed significantly to the overall success of this strong pipeline of future events and demonstrates the ongoing commitment and passion of the MCB team to deliver impactful outcomes in supporting our sector through its recovery.

“We’re also seeing confidence across international markets rebound at pace with the return of international corporate, meeting and incentive groups, site visit re-engagement and enriched experiences for event organisers and delegates across both international and domestic segments.

“The strength of the results being delivered are a testament of MCB’s efforts and the perseverance of our sector as whole."

Read the Melbourne Convention Bureau 2021/22 Annual Report here.

Holly Patrick
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Holly Patrick
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A desire to travel led Holly Patrick to the business meetings and events world and she’s never looked back. Holly takes a particular interest in event sustainability and creating a diverse and inclusive industry. When she’s not working, she can be found rolling skating along Brighton seafront listening to an eclectic playlist, featuring the likes of Patti Smith, Sean Paul, and Arooj Aftab.

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