"Melbourne is a city of experiences and is best explored in person."

Originally from Scotland, Louise moved to Australia in 2011 and held senior executive roles for the City of Perth and Tourism Western Australia before moving to Melbourne in 2019. She’s built her industry experience working in hospitality management, destination marketing, events management, business development, economic development, communications and PR.

She now heads up Experience Melbourne, part of the City of Melbourne organisation, and oversees a team of 100 people who manage all aspects of events and festival business and deliver marketing campaigns to encourage city visitation.

Louise is a professional and personal advocate of Melbourne, so she signed up as an AIMEbassador for the 2023 Asia-Pacific Incentives and Meetings Event (AIME) to help attract more people to Australia’s ‘Garden City’. Holly Patrick chats with her ahead of AIME…

people walking on street near brown concrete building during daytime

What makes AIME such an important event for Melbourne to host?

It allows Melbourne to be showcased to a huge audience of potential buyers who can experience all it has to offer first-hand. Melbourne is a city of experiences and is best explored in person so hosting the event here makes that possible.

What are some of your favourite Melbourne venues to hold an event?

There are many unique and unusual spaces as well as large spaces that can accommodate major events. The State Library, the Town Hall and other new modern spaces like Centerpiece can offer the event organiser a wealth of choice.

Let’s say a conference delegate has a morning, an afternoon, and a whole day free during their visit, what should they see and do in Melbourne?

Morning: Melbourne is known for its coffee culture, so get the day off to a good start by ordering a ‘magic’ at a cafe and get the perfect blend of coffee and milk. Then take a walk to Lune and pick up arguably Melbourne’s best croissant.

Evening: Melbourne is such a great city to dine out you will be spoiled for choice on Flinders Lane and beyond. Melbourne is also home to many beautiful theatres so consider a pre-theatre supper and catch a show.

A whole day: Take a stroll through the stunning botanic gardens, visit the NGV for the latest exhibition, go sky high at the Melbourne Skydeck and take in the views. Melbourne is well known for its laneways and coffee culture - try a self-guided tour of the many laneways with the city’s downloadable guide and grab a coffee as you go.

If markets are your thing, you’ll find a huge array of products at the Queen Victoria Market and their night markets are particularly good to try a range of international foods. Shopping of course could be a whole day event with many arcades, cute individual boutiques, or larger shopping centres to choose from.

The east end of Collins Street known as the ‘Paris end’ is particularly special with many luxury brands in heritage buildings to choose from. If you still have energy for more then look out for the latest bar or restaurant openings on the City’s What’s On website and take your pick - there really is something for everyone. Melbourne is Australia’s capital of sport and home to an amazing sporting precinct where the Australian Open takes place. The precinct also houses the MCG where you can take a tour of the sport museum and learn more about cricket in Australia and either catch a match or a game of Aussie rules footy.

Can you give a few tips on how to bring the essence of Melbourne into your event?

Consider using local produce for food and drink items
Gifts for delegates could feature locally made products such as rooftop honey, Melbourne tram socks or even a Melbourne jigsaw.
Engage a local street artist to create a piece of work on site that can be auctioned or a prize.
Programme a Melbourne experience for delegates such as a guided walk.
Programme a welcome to the country from a local elder.
Engage local musicians to entertain guests.
Have a few baristas on hand to ensure everyone gets good coffee!