Melbourne Convention Bureau’s (MCB) Positive Impact of
Business Events Report has identified the scale of economic, cultural and
knowledge contributions from business events held in Melbourne over the past decade.
Over the past ten years, MCB has delivered 1,620 business
events, generating AUD2.34 B in economic contribution and attracting more than 610,000 delegates. These events included 300 International
Association events, 761 international incentive groups and 556 national
events held in Victoria.
Supporting regional Victoria
While 60 per cent of delegates attended events at Melbourne Convention and
Exhibition Centre (MCEC), Melbourne and Olympic Parks (MOPT) and Melbourne
Showgrounds, data highlights the trend of international delegates spending an additional
2.5 days in Melbourne outside of their event, with almost 40 per cent undertaking
pre or post travel to regional Victoria. Of those bleisure travellers, almost
one third are accompanied by others who did not attend the conference, further
boosting the regions.
Sector growth
Melbourne has seen continued success in the medical
and health conferences sector, with these meetings accounting for 45 per
cent of the international association events secured by MCB.
“From the strengthening of leadership and international
partnerships of the Asia Pacific Offshore Wind & Green Hydrogen Summit
in 2023, to the community engagement of the 2024 Lions International
Convention, and the lasting legacy and impact of the 20th International AIDS
Conference; business events are invaluable to Victoria,” said MCB chief executive
officer Julia Swanson.
The Report features several event case studies to demonstrate the impact of
events through economic, knowledge sharing, community engagement and legacy
contribution.
Economic
The Rotary International Convention 2023 held between Melbourne Convention and
Exhibition Centre (MCEC) and Rod Laver Arena at Melbourne & Olympic Parks contributed
AU$91 million to the economy through 37,000 hotel room nights and hundreds of regional
tours.
Community engagement
The 106th Lions International Convention was the largest business event
held in Australia in 2024. The convention focused on community service,
leadership development and networking. To engage the local community, the
convention organised free health screening for vision, diabetes and hearing at
various local around Melbourne.
Legacy
Thousands of delegates from 173 countries converged in
Melbourne in July 2014 as the city played host to the largest health conference
in Australia – the 20th International AIDS Conference.
The Conference provided a platform for people working in the
field of HIV, policy makers, persons living with HIV and individuals committed
to ending the pandemic, to present new scientific knowledge and dialogue on the
issues facing the global response to HIV.
Beginning with community engagement before the conference, the City of
Melbourne’s cultural programme consisted of more than 160 events, with more than 200 local businesses and was the largest city-wide activation in the
history of the Conference. During the conference the Global Village, held at
Melbourne Convention and Exhibition Centre (MCEC), saw 6,000 visitors
throughout the Conference. It aimed to foster community engagement, education,
and networking among diverse groups, enhancing inclusivity and awareness in the
fight against HIV/AIDS.
Following AIDS 2014, several outcomes and changes took place in Australia, impacting the approach to HIV/AIDS. These included a focus on
rapid HIV testing and awareness and advocacy around PrEP – a medication that
prevents HIV infection. The conference also bolstered efforts to remove
discriminatory policies such as restrictions on HIV-positive individuals
immigrating to certain countries.
The report can be accessed in full here.
