Melbourne’s business events future looks bright

Strong pipeline of business and contribution to the State up until 2028

Melbourne Convention Bureau (MCB) has secured 40 more business events worth A$150 million (US$108 million), according to its 2020/21 Annual Report.

From 2022 to 2028, this pipeline now boasts 118 business events that will attract 133,495 delegates, filling 387,372 hotel room nights across the city and set to inject A$804 million into Victoria’s visitor economy. Over 1,800 jobs were also created from the secured business events.

There is a strong pipeline of business and contribution to the State up until 2028; Melbourne city pictured

Speaking at the company’s Annual General Meeting, MCB chief executive Julia Swanson reflected on the challenges created by the pandemic and how the Bureau’s purpose has never been more relevant than over the past year.

“Driving economic and social progress for Victoria by securing and delivering world-class business events, has provided MCB with a strong sense of direction in the shadow of the COVID-19 pandemic.

“Our strategy has been the right one to guide the organisation in laying the foundation for a bright future for business events in our State. From enhancing our profile and business opportunities across both international and domestic markets, engaging stakeholders, and an ambition to provide a leading digital experience for professional event organisers and event planners globally,” said Swanson.

Chair of the MCB Board Deborah Beale acknowledged the strength and stability afforded through the Victorian Government’s long-term investment of A$41.3 million in MCB over four years and stated it has been a significant factor in enabling the Bureau to continue its business development for larger international association events, and a focus on driving short-term business via the domestic market.

“This commitment recognises business events as an important contributor to our economy and has also supported a broadened focus of MCB’s business event acquisition into the domestic business events market with the successful launch of the National Business Events Program, designed to aid the immediate restart of the business events sector,” said Beale.

The first of its kind for Victoria, the funding programne provided business event organisers with a significant cash injection to support costs for hosting their events in Melbourne. The events approved at the close of the financial year and to be held in 2022, are expected to deliver A$102 million in economic contribution to the State.

Deborah Beale AM, current chair of the MCB Board and director, Federation Square, was re-elected for a three-year term and Adrian Williams, vice president operations (Victoria, Tasmania and South Australia) for AccorHotels was also re-elected for a further three-year term as director.

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