AUSTRALIA’S largest convention centre is celebrating 30 years since opening in Melbourne while the city’s convention bureau is marking its 60th anniversary.
Melbourne Conventions and Exhibition Centre (MCEC) which opened in 1996, has hosted more than 20,000 events ranging from international summits and cultural showcases to major scientific and medical conferences.
World leaders and cultural figures including Bill and Hillary Clinton, Arnold Schwarzenegger, Oprah Winfrey, Jane Fonda and Carole King have passed through its halls across three decades, a spokesperson for the venue said.
The venue’s influence extends beyond business and entertainment events. It has served as a critical centre for emergency support during national crises, including the 2020 bushfires and the Covid‑19 pandemic.
MCEC’s contribution to the state of Victoria’s economy has continued to accelerate: in 2024-25 it welcomed more than 800,000 delegates and generated A$686 million for Victoria, according to a statement from the venue. Its sustained success has been recognised with three consecutive Victorian Tourism Awards for Business Event Venue.
Natalie O’Brien, chief executive of MCEC, said the venue had played a defining role in shaping Melbourne’s cultural and intellectual landscape.
Natalie O’Brien
Over the past 30 years, this venue has welcomed some of the world’s most preeminent forward thinkers, while at the same time showcasing Melbourne’s incredible culture. MCEC is woven into the fabric of Victoria and has evolved to become a core part of Melbourne’s identity.”
Melbourne Convention Bureau (MCB)’s diamond jubilee is another success story. Established in 1966, the bureau has been instrumental in positioning Melbourne as a leading city for global conventions, a legacy shaped by decades of international marketing, partnership building and industry innovation.
At a meeting of local government and business event leaders held on the sidelines of AIME 2026, MCB chief executive Julia Swanson said that through the 1970s and 1980s, the bureau expanded Melbourne’s international reach, launched its first planners’ guides and established the Melbourne Meeting Mart, laying foundations for what would become AIME.
The bureau has helped attract thousands of high‑profile events, including the World Diabetes Congress, at the time the largest medical conference hosted in Australia. MCB’s global presence has also grown through offices in the United Kingdom, United States and Asia.
Swanson said the the bureau’s long‑standing partnership with MCEC had been central to Melbourne’s strong international competitiveness. “MCB and MCEC have shared a successful partnership for 30 years,” she said.
Julia Swanson
This strong collaboration over three decades has resulted in economic growth for Melbourne and Victoria as well as a legacy of business events that have created lasting change. Together, we have strengthened Melbourne’s reputation as a leading global destination for business events.”
Reflecting on the bureau’s anniversary, Swanson added: “Over the past decade, Melbourne Convention Bureau has achieved remarkable growth and impact. We’ve secured world-class events, strengthened Melbourne’s reputation as a leading global destination for business events, and delivered significant economic and knowledge legacies for Victoria.”
