MCB secures 197 events worth $354m

Melbourne Convention Bureau has announced strong results for the last financial year and slate of events up until 2028.

Melbourne Convention Bureau (MCB) has recorded robust growth across Victoria’s business events sector.

It reports a 74 per cent increase in economic contribution for the 2022/2023 financial year, with results exceeding all targets.

Economic contribution for Victoria reached $354 million through the acquisition of 197 future events which are expected to attract more than 100,000 visitors occupying more than 196,000 room nights across the State.

MCB CEO, Julia Swanson, told the organisation’s AGM this week the team’s dedication made overcoming challenges of recent years much easier.

“Melbourne’s business events sector has not just rebounded, it is thriving, having transitioned into recovery faster than anticipated,” Ms Swanson said.

“We are now back on par with pre-covid levels, with further growth underway.

“This success is a testament to the collective effort and unwavering support from the Victorian Government, Visit Victoria, City of Melbourne, Melbourne Convention and Exhibition Centre, MCB Partners, and industry collaborators, emphasising the effectiveness of our ‘Team Melbourne’ approach in securing international business.”

Corporate meetings and incentives contributed $77 million in economic impact while large-scale conventions also made a strong return.

Chair of the MCB Board, Deborah Beale AM, said MCB continues to cement Melbourne’s reputation as a leading global business events destination.

“MCB has a rich history of more than five decades as a high-performing organisation and this past year’s results come as no surprise and demonstrate the ongoing commitment and passion of the MCB team,” Ms Beale said.

“We have leveraged our city’s competitive position to ensure an enviable pipeline of future events that deliver impactful outcomes for Victoria, and its business events supply chain.”

MCB also made some appointments to its board with MCEC CEO Natalie O’Brien and company director Janette Kendall joining.

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