A ‘Very Melbourne Welcome’ to international delegates at AIME 2022

Asia-Pacific Incentives and Meetings Event (AIME) owners, the Melbourne Convention Bureau (MCB) have fuelled the business event’s industry revival for Asia Pacific as the city concluded its large-scale ‘Uncover Melbourne’ programme for show hosted buyers. AIME 2022, 21-23 March, was the first international trade show to be hosted in Melbourne since Australian international borders reopened. AIME 2022 brought together more than 2,000 attendees, including 225 exhibitors and 342 hosted buyers from around the world to learn, connect and uncover Melbourne. MCB chief executive officer Julia Swanson said: “Right from the minute our guests stepped through the intonational arrivals gate, we wanted them to feel the very essence of our city and thread that through the entire Uncover Melbourne programme in an authentic and engaging way in capturing how Melbourne meets, greets and supports business events.” Partnering with integrated experiential agency KREATE and content creator Snackable, the ‘Very Melbourne Welcome’ came to life at Melbourne airport as international arrivals were greeted by the faces of Melbourne’s arts and cultural hub, including a ballerina and brass band. A graffiti artist showed off artwork synonymous to Melbourne’s famous laneways. “It’s been two years since we’ve hosted an event of AIME’s calibre in the city, and with the with the support of the Victorian State Government, this event has been our first real opportunity to show the world that Melbourne is back in action and ready for business,” said Swanson. Across the programme  networking opportunities abounded at various events including one held at Melbourne’s newest cultural icon – THE LUME Melbourne supported by the Melbourne Convention and Exhibition Centre. THE LUME is a 2,000sqm multi-sensory digital gallery immersing guests in the world’s greatest masterpieces. Taking place on the Sunday ahead of AIME, the 2022 familiarisation experience programme commenced with a lunch at Rippon Lea Estate hosted by Showtime Event Group, followed by more than 30 experiences showcasing the city’s newest and most unique product offerings. There was an introduction to Melbourne’s flagship art and event spaces at the Australia Centre for the Moving Image (ACMI) following its recent reopening after a A$34.5m development and at the National Gallery of Victoria international (NGV). “After a lengthy hiatus, momentum is building in the business events scene. Through AIME we have seen key decision-makers come together in-person, reigniting connections, and creating business opportunities. “There is pent-up demand for in-person events, with companies eager to bring people back together and we can’t wait to host a monumental 30th AIME in 2023,” Swanson added. Melbourne currently has on its books 127 international and national business events to be hosted before the end of 2023, which are expected to attract 95,000 delegates, filling 212,200 room nights and inject A$476m into the Victorian economy.