Melbourne Convention Bureau (MCB) welcomes $42.913 million investment to revive MICE tourism

Published on : Thursday, May 20, 2021

Melbourne Convention Bureau (MCB) welcomes the Victorian Government’s commitment to long-term investment in Victoria’s Business Events Program through the announcement of $42.913 million over four years, to support the Melbourne Convention Bureau and Business Events Victoria to acquire 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 city out 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 event space and allows for a greater focus 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, 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 of $547 million worth of bids that have the potential to contribute 254,000 room nights for the hotel and accommodation sector. This is a very healthy pipeline of potential events for Melbourne.


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