Melbourne Convention Bureau (MCB) has achieved a 33 per cent increase in economic contribution from secured business events in the 2021/2022 financial year over the previous year.
Economic contribution for the state reached A$203 million (US$136 million) from 110 events secured up until 2028, which is expected to bring over 53,200 visitors to the state and fill over 90,300 room nights. This means that the business events sector is the highest-yielding sector in Victoria’s visitor economy.
Speaking at the company’s Annual General Meeting, MCB CEO Julia Swanson, said: “We set an ambitious agenda to reaffirm Melbourne’s position as a global leader in business events resulting in significant bid wins across the year and implemented innovative programs to ensure a solid calendar of events to re-open with.”
One of the key highlights was the Asia-Pacific Incentives and Meetings Event 2022, the first international tradeshow since Australian international borders reopened that brought together international and local buyers to access 225 exhibitors from around the world.
She added: “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.”