One of the hardest hit sectors gets much needed support for the next four years.


The Melbourne Convention Bureau (MCB) welcomes the Victorian Government’s commitment to long-term investment in Victoria’s Business Events Program through the announcement of AUD42.9 million (USD33.15 million) over four years to support the Melbourne Convention Bureau and Business Events Victoria in acquiring business events for the state.

MCB Chief Executive Officer Julia Swanson said: “This commitment recognises the essential role business events play in the Victorian visitor economy, and their contribution to innovation, job creation, trade and investment opportunities, for the benefit of the whole community.”

“The business events sector has been one of the hardest hit by the COVID-19 pandemic, and these measures not only support the business events sector now, they also ensure we can sustain and grow the sector for the future.”

Despite the pandemic, MCB’s work in international markets has continued to secure high yield events for the city up to 2028. These events deliver significant direct revenue to the Victorian business events supply chain and reinforce Melbourne’s international profile as a global events city.

This investment will also boost MCB’s presence in the national business events space and allow for a greater focus on targeting short lead-time business events. The National Business Events Program, a new funding initiative announced last month, will continue to provide eligible business event organisers cash grants to offset costs for hosting business events in Greater Melbourne, and driving business to the supply chain when it’s most needed.

As Victoria’s lead agency in acquiring and delivering business events, MCB is currently managing AUD547 million worth of bids that have the potential to contribute 254,000 room nights for the hotel and accommodation sector.


Also read… MCEC appoints health and wellbeing advisor.

Feature photo by Weyne Yew on Unsplash

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Gina Sin

Author Gina Sin

A sales & marketing professional at her core, Gina has found her passion in writing, particularly in crafting an important part of the communication circle, and enhancing experiences, whether singular or shared. An expert in digital media, partnership activation, and in executing the readability and searchability of websites, Gina combines her skills in sales, marketing and copywriting into her everyday.

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