Melbourne Convention Bureau (MCB) has outlined a solid performance for the 2020-21 financial year in its Annual Report. The business development organization announced that it has secured 40 business events worth $150 million to add to its strong pipeline of future events for Melbourne. From 2022 to 2028, this pipeline currently features 118 business events that will attract 133,495 delegates, filling 387,372 hotel room nights across the city and is estimated to inject $804 million into Victoria’s visitor economy.
Speaking at the company’s Annual General Meeting, MCB chief executive Julia Swanson reflected on the challenges created by the pandemic and how 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. 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,” said Swanson in a press statement.
“Our strategy has been the right one to guide the organization 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 organizers and event planners globally,” she added.
Chair of the MCB Board Deborah Beale acknowledged the strength and stability afforded through the Victorian government’s long-term investment of $41.3 million in MCB over four years and stated that it 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 recognizes 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.
The first of its kind for Victoria, the funding program provided business event organizers with a significant cash injection to support costs for hosting their events in Melbourne. The events approved at the close of the financial year and to be held in 2022, are likely to deliver $102 million in economic contribution to the State.