Melbourne Convention Bureau (MCB) has secured six international incentive groups from Malaysia, Singapore, Indonesia and New Zealand. This will be the first time Melbourne and regional Victoria welcome back incentive groups since Australia’s international borders closed in 2020. The first influx of delegates will set the tone for a busy season this May when 162 South East Asian and New Zealand delegates are due to arrive, filling close to 1,661 room nights. This is likely to inject over $898,000 to Victoria’s economy.
Julia Swanson, chief executive of MCB, said the arrival of these incentive groups is encouraging for the Victorian visitor economy following a lengthy hiatus of international travel. For Victorian regional tourism suppliers and local businesses, business events are a key driver of regional visitation and provide a substantial economic contribution enhancing local communities. Prior to the pandemic, Melbourne attracted on average just over 100 incentive groups with approximately 55,000 international delegates each year spending on average $1019.00 per day, across accommodation, tourist attractions, local shops and cafés.
Across the five incentive groups arriving, delegates will visit several attractions in Melbourne and Victoria. The line-up includes some of Victoria’s most popular regions such as the Yarra Valley, Mornington Peninsula, Phillip Island Nature Park for the iconic Penguin Parade and a trip to enjoy the Great Ocean Road.
“Every incentive group secured by MCB visits regional Victoria. There is an abundance of experiences available all within a short drive from the city center—from coastal attractions, wine and dine experiences to nature and adventure-based activities,” said Swanson.
“Melbourne is the ideal city to host incentive groups and MCB excels in crafting bespoke itineraries designed to suit every group. If you want to take your corporate incentive activities to the next level, let us be your eyes and ears on the ground to help you get started,” she added.
As an incentives destination, Melbourne offers a range of experiences to be enjoyed in all seasons. From dining, shopping and art, through to wildlife encounters and adventurous activities, delegates will walk away with a larger bucket list of must-try experiences than when they started off.
For more information, visit www.melbournecb.com.au.
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