Melbourne Convention Bureau (MCB) has achieved a 33 per cent increase in economic contribution from secured business events for Victoria in the 2021/2022 financial year over the previous year, exceeding all targets and cementing business events as the highest yielding sector in the state’s visitor economy.

Economic contribution for the state reached $203 million from 110 events secured, which is expected to bring over 53,200 visitors to the state and fill over 90,300 room nights.

Speaking at the company’s Annual General Meeting, MCB chief executive officer Julia Swanson reflected on the year that evolved.

“Despite the restrictions on operations for the first half of 2021-2022, we delivered a buoyant outcome with the demand and recovery for business events in Melbourne occurring faster than expected,” Swanson said.

“We set an ambitious agenda to reaffirm Melbourne’s position as a global leader in business events resulting in significant bid wins across the year and implemented innovative programs to ensure a solid calendar of events to re-open with.”

Swanson also noted that AIME 2022 was a highlight in kick-starting the industry and that the National Business Events Program contributed significantly to MCB’s overall success.

“We’re also seeing confidence across international markets rebound at pace with the return of international corporate, meeting and incentive groups, site visit re-engagement and enriched experiences for event organisers and delegates across both international and domestic segments.”