Southbank Melbourne©Tourism AustraliaThe Melbourne Convention Bureau (MCB) has officially launched The Positive Impact of Business Events Report, showcasing the transformative role business events play in driving economic growth, community engagement, and sector development across Victoria.
Unveiled during the opening press conference at the Asia Pacific Incentives and Meetings Event (AIME) 2025, MCB Chief Executive Officer Julia Swanson highlighted key milestones from landmark events that have shaped Melbourne’s global reputation.
“From the leadership advancements fostered at the 2023 Asia Pacific Offshore Wind & Green Hydrogen Summit to the vibrant community engagement seen during the 2024 Lions International Convention, and the enduring legacy of the 20th International AIDS Conference, business events are invaluable to Victoria,” Swanson remarked.
The report features in-depth case studies from the past decade, illustrating how business events contribute not just economically – adding $2.34 billion to Victoria’s economy – but also through knowledge exchange, innovation, and sustainable development.
With over 1,620 events hosted, attracting 610,000 delegates and generating 1.3 million hotel room nights, MCB’s impact extends to creating an estimated 29,000 jobs in event planning, hospitality, and related sectors.