A ‘Very Melbourne Welcome’ for international delegates at AIME 2022


The first international delegates arriving for this week’s Asia-Pacific Incentives and Meetings Event (AIME) were greeted with a ‘Very Melbourne Welcome’ as part of a huge Uncover Melbourne program.

The Melbourne Convention Bureau partnered with integrated experiential agency KREATE and content creator Snackable for the ‘Very Melbourne Welcome’ which saw the airport mirror Melbourne’s celebrated arts and cultural hub.

From a ballerina and a brass band to a Wes-Anderson inspired concierge highlighting the city’s world-class service and hospitality, the tone was set for an epic Uncover Melbourne at AIME 2022.

“Right from the minute our guests stepped through the intonational arrivals gate, we wanted them to feel the very essence of our city and thread that through the entire Uncover Melbourne program in an authentic and engaging way in capturing how Melbourne meets, greets and supports business events,” said MCB CEO Julia Swanson.

“It’s been two years since we’ve hosted an event of AIME’s calibre in the city, and with the with the support of the Victorian State Government, this event has been our first real opportunity to show the world that Melbourne is back in action and ready for business.”

The Uncover Melbourne program also saw hosted buyers participate in a four-day program that showcased the best of Melbourne as a destination, including a spectacular lunch at Rippon Lea Estate hosted by Showtime Event Group, followed by more than 30 experiences showcasing the city’s newest and most unique product offerings.

Across the program there were numerous networking opportunities including one held at Melbourne’s newest cultural icon – THE LUME Melbourne supported by the Melbourne Convention and Exhibition Centre. THE LUME is a 2000sqm multi-sensory digital gallery immersing guests in the world’s greatest masterpieces.

“After a lengthy hiatus, momentum is building in the business events scene,” said Swanson.

“Through AIME we have seen key decision makers come together in-person, reigniting connections, and creating business opportunities.

The LUME at the MCEC.

“There is pent-up demand for in-person events, with companies eager to bring people back together and we can’t wait to host a monumental 30th AIME in 2023.”

Melbourne currently has on its books 127 international and national business events to be hosted between now and the end of 2023, which are expected to attract 95,000 delegates.