MELBOURNE is preparing to welcome a 3,000-strong incentive group after holding 46 business events in May with a convention of 14,000 Rotarians from 120-plus countries among the highlights.
The city will welcome its largest Indian delegation for a corporate incentive when 3,000 Herbalife India qualifiers arrive in November. The event, supported by Tourism Australia’s Business Events Bid Program, includes excursions across the city and into regional Victoria.
“Mega May” saw 61,375 hotel room nights and A148 million (about US$98.3m) injected into the local economy, according to Melbourne Convention Bureau (MCB) figures.
A highlight for the month was the 2023 Rotary International Convention which contributed more than A$91 million into the local economy and supported nearly 1,000 jobs. MCB said the event was one of the most valuable conferences in the city’s history.
With support from the Victoria state government, MCB has secured events including:
– World Congress on Leisure Travel 2027
– 21st Celiac Disease Symposium 2026
– International Conference on Ocean Energy 2024
These events will be held at Melbourne Convention and Exhibition Centre
The Victoria government’s National Business Events Program helped drive the domestic market with funding delivered to 53 events since it was launched in 2021.
“As the state’s leading business events acquisition agency, MCB works with many industry partners and these wins reinforce Melbourne’s reputation as a top business events destination,” said Julia Swanson, MCB’s chief executive.
“As city of great minds, world-leading innovation in a range of sectors, our world-class infrastructure and appealing attractions and experiences has led Melbourne to become a coveted destination across all segments of the business events sector,” Swanson said.
Tourism Australia managing director Philippa Harrison said the Business Events Bid Fund Programs continued to secure a strong future pipeline of international business events to Australia.
“Securing important events like Herbalife India 2023 is great for Melbourne and Australia and will deliver significant benefits to the visitor economy,” Harrison said.
MCB figures show 147 international and national business events worth A$821 million in confirmed until 2028. These events are set to attract more than 158,000 delegates filling 441,000 hotel-room nights.
Main picture: Thousands of delegates at Rotary International Convention opening ceremony at the Rod Laver Arena, Melbourne, in May