DIRECTOR'S REPORT AND FINANCIAL STATEMENTS DOWNLOAD
The Melbourne Convention Bureau (MCB) is delivering more money and more visitors to Victoria than ever before, reaching the milestone of over half a billion dollars in secured business events for Victoria over the 2018-2019 financial year.
This record-breaking achievement cements business events position as the highest yielding sector in Victoria’s visitor economy and provides measurable economic benefits to our partners, the Victorian economy and the business events sector.
Exceeding all targets, this year’s results demonstrate the ongoing commitment and passion of the MCB team in building an enviable pipeline of business events - securing some of the largest and most prestigious global meetings, increased sales leads and business opportunities for our partners and execution of a bold and innovative strategy to propel the sector forward.
Our integration into Visit Victoria gives us an edge over domestic and international competitors in accessing major events and generating outcomes to create money can’t buy, VIP experiences that are unique to the city.
MCB’s success is underpinned by the support of the Victorian Government, Visit Victoria, City of Melbourne, Melbourne Convention and Exhibition Centre and our partners culminating in the effective ‘Team Melbourne’ approach to winning business.
Read on to learn more about the work we are most proud of.
ACTING CEO'S MESSAGE
GREAT RESULTS LIVE HERE
KEY RESULTS ACHIEVED
BID WINS FOR MELBOURNE
ECONOMIC CONTRIBUTION TO THE STATE
ROOM NIGHTS ACROSS THE CITY
INCENTIVE GROUPS VISITED REGIONAL VICTORIA
WE'VE EXCEEDED TARGETS FOR THE FIFTH CONSECUTIVE YEAR
WHAT WE DID
MEETINGS WITH THE VICTORIAN GOVERNMENT
AROUND THE WORLD
INTERNATIONAL SITE VISITS TO MELBOURNE
CITIES VISITED FOR BUSINESS DEVELOPMENT
MCB is committed to delivering more business events, more delegates and more opportunities to Victoria. As part of Visit Victoria, MCB’s success is underpinned by the support of our partners and the effective ‘Team Melbourne’ approach to winning business
HIGHEST ECONOMIC CONTRIBUTION ON RECORD
MCB broke its record for economic contribution to Victoria for the fifth consecutive year, injecting $507 million into the Victorian economy through 229 events secured, anticipated to attract over 136,000 delegates. This enviable events calendar will be anchored in the state long term providing certainty for the Victorian visitor economy for years to come.
SECURED MOST VALUABLE CONVENTION EVER FOR VICTORIA
A series of high-profile international association conferences were secured, ensuring a strong pipeline of business and long-term certainty for Victoria’s visitor economy. This includes the most valuable convention ever won for Victoria, Rotary International Convention 2023 expected to attract 20,000 Rotary members from over 200 countries and regions worldwide and inject over $110 million into the Victorian economy.
EXCELLENCE IN MEDICAL AND HEALTH ASSOCIATION SECTOR
MCB successfully leveraged Victoria’s medical and health infrastructure and research assets to secure events in this field. Conferences in the health and medical sector is the most lucrative making up 38 per cent of conferences secured by MCB in 2018-2019 financial year.
DROVE VISITATION TO REGIONAL VICTORIA
Over 130 incentive reward programs were secured with 99 percent of all incentive group programs including regional Victoria, driving 16,000 new international visitors to the regions. Strong sector diversity continued with a significant upward lift in the number of groups from South East Asia.
EVENTS HELD DRIVING VISITATION
Melbourne’s global reputation as a centre for excellence saw 229 events held across the State, attracting more than 67,000 delegates and valued at more than $281 million. This included 39 International Association events, 127 Corporate Incentive groups, 57 National events (secured through Victoria Event Solutions) and 6 International Corporate events.
CREATED BUSINESS DEVELOPMENT OPPORTUNITIES FOR PARTNERS
MCB partners were included in significant business development and bid activity providing valuable exposure to key decision makers. MCB promoted its partners at 12 international site visits, 21 international and 4 national trade shows, spanning Europe, Asia and the USA.
MCB’s strategy to fill the winter months is excelling. Significantly, 226,000 room nights were secured in 2018-2019 with 76 percent due to be held in the low season months of April to September, filling hotels, the MCEC and other venues across the city, driving revenue across Victoria. These room nights will deliver over $45 million in revenue for hotels.
GREAT CONNECTIONS START HERE
ASIA PACIFIC INCENTIVES AND MEETINGS EVENT (AIME)
The reimagined 27th Asia-Pacific Incentives and Meetings Event (AIME) was held on 18-20 February and heralded a huge success. The launch of the new Melbourne Stand – the largest on the show floor was a hive of activity.
16 PARTNERS EXHIBITED ACROSS THE STAND TAKING ADVANTAGE OF
ATTENDEES PASSED THROUGH MCEC
MORE HOSTED BUYERS THAN PREVIOUS YEAR
HAD NEVER PREVIOUSLY ATTENDED AIME
OF BUYERS WERE FROM OUTSIDE AUSTRALIA
LAUNCHED MELBOURNE VIRTUAL SITE VISIT AS A NEW PLANNING TOOL
An immersive 360 Virtual Reality (VR) experience featuring over 30 Melbourne venues, hotels and attractions was launched at IMEX Frankfurt and toured at international trade shows to influence international decision makers to choose Melbourne for their next business event.
BUSINESS EVENTS AUSTRALIA GREATER CHINA SHOWCASE
Melbourne was the first-ever Australian host city for the Business Events Australia Greater China Showcase, with more than 60 Chinese incentive buyers and media attending. The Showcase included business to business meetings, host city showcase and an educational program connecting buyers and media with MCB partners.
SUCCESSFUL EVENTS HAPPEN HERE
INTERNATIONAL SOCIETY FOR CELL AND GENE THERAPY 2019
One of the world’s largest scientific conferences in cell, gene and regenerative medicine - the International Society for ISCT 2019 Annual Scientific Meeting was recently held in Melbourne. Global cell and gene therapy and regenerative medicine professionals from over 40 countries exchanged knowledge and shared best practice. The industry is experiencing tremendous growth, so it was fitting that ISCT, a leader in the field, held its annual meeting in Australia’s knowledge and innovation capital, Melbourne.
John Rasko, ISCT President, Head of the Gene and Stem Cell Therapy Program at the University of Sydney, Australia
It’s no coincidence that one of the most influential cell and gene therapy conferences is being held in one of the world’s most productive areas for cell and gene therapy research and innovation
SUCCESS STORIES LIVE HERE
Vice President Sales,
“MCB is an extension of our sales team. If we don't have MCB, we can't bring these big international congresses to the city.”
Director of Sales and Marketing at The Langham, Melbourne
“We have always considered MCB (including the regional offices) as an extension of our team. The partnership works both ways and effective communication and collaboration is key for successful results."
World Cube Association Board of Director's member
“Australia is very strong among the Speedcubing community with many Australians taking out titles each year. This combined with Melbourne’s collaborative approach to winning business and the city’s competitive factors, made Melbourne the ideal spot to host this year’s championship.”
SUCCESS STORIES LIVE HERE
Director of Global Events for the International Society for Stem Cell Research
“My team really enjoyed working with MCB. Always very knowledgeable and helpful in providing key support to assist in producing this meeting. Melbourne has a very strong scientific community that the MCB works closely with. Overall, ISSCR felt that the meeting was very successful. We met many of our objectives and provided an opportunity for the stem cell science community to more broadly engage with their global scientific peers.”
Rotary International President
“We are excited to host our 114th International Convention in Melbourne. Recently named the happiest city in the world and known for its diversity, Melbourne reflects the enthusiasm and internationality of Rotary members. We’re looking forward to being welcomed into this world class city and showing the people of Melbourne the Internationality of Rotary and the enthusiasm of Rotary to make our world better for those in need.”
REPORT AND FINANCIAL STATEMENTS
The Directors present their report together with the financial report of Melbourne Convention Bureau Ltd (the “Company”), for the financial year ended 30 June 2019 and the auditor’s report thereon.