‘Strong sense of direction’ as MCB adds 40 events to its pipeline

Melbourne Convention Bureau (MCB) has secured 40 business events worth $150 million to add to its strong pipeline of future events for Melbourne.

From 2022-2028, the pipeline of 118 business events is set to attract 133,495 delegates injecting $804 million into Victoria’s visitor economy.

Speaking at the company’s annual general meeting, MCB chief executive Julia Swanson said the Bureau’s purpose has never been more relevant than over the past year.

“Driving economic and social progress for Victoria by securing and delivering world class business events, has provided MCB with a strong sense of direction in the shadow of the Covid-19 pandemic,” she said.

“Against this backdrop, we have delivered a sound result, strengthening Melbourne’s position as a global leader in business events and reinforcing Victoria’s reputation as Australia’s event capital.

“Our strategy has been the right one to guide the organisation in laying the foundation for a bright future for business events in our State. From enhancing our profile and business opportunities across both international and domestic markets, engaging stakeholders, and an ambition to provide a leading digital experience for professional event organisers and event planners globally.”

Deborah Beale, Chair of the MCB Board, said the Victorian Government’s long-term investment of $41.3 million in MCB over four years has been a significant factor in enabling the Bureau to continue its business development for larger international association events, and a focus on driving short term business via the domestic market.

“This commitment recognises business events as an important contributor to our economy and has also supported a broadened focus of MCB’s business event acquisition into the domestic business events market with the successful launch of the National Business Events Program, designed to aid the immediate restart of the business events sector,” said Beale.