The Asia Pacific Incentives and Meetings Event (AIME) 2025, held at the Melbourne Convention and Exhibition Centre (MCEC) back in February, set new industry benchmarks, generating a projected AUD$400 million in business transactions – a 21% increase on last year’s record. The event, managed by Talk2 Media & Events in partnership with the Melbourne Convention Bureau, drew over 675 exhibiting organisations, 640 hosted buyers, and more than 4,500 attendees from around the world.
AIME’s Unique Buzz and Growth
Reflecting on the event’s atmosphere, Silke Calder, Event Director of AIME, described a palpable sense of excitement and satisfaction across the show floor. “There was a special buzz this time,” Calder noted, highlighting the overwhelmingly positive feedback from both exhibitors and buyers. “Meetings were very successful. Everybody was happy about the selection of buyers. We managed to get the right buyers onto the show floor, and that’s the main thing”.
AIME 2025 saw a significant increase in new exhibitors, with 100 first-time participants joining the event, contributing to a total of 675 exhibitors. The show also welcomed two new international pavilions – Thailand and Singapore – making their debut and marked a notable expansion in the Destination Management Company (DMC) section.
AIME’s renowned knowledge programme was another standout, with attendance numbers surpassing all previous years. The opening session was “absolutely packed,” Calder recalled, and was followed by 20 breakout sessions designed to address the evolving needs of the business events sector. “We worked closely with BEAM Experience and an advisory panel to select keynote speakers and topics that truly resonate with our audience,” she explained.
Post-event surveys and real-time attendee feedback play a crucial role in shaping future content and speaker selection. To further support professional development, the Ideas Academy—delivered in partnership with Spice—offered targeted sessions for visitor buyers, reflecting the show’s ongoing commitment to education and industry advancement.
AIME plenary sessionInternational Reach and Economic Impact
While AIME remains anchored in the Asia-Pacific region, 2025 saw increased participation from Europe and the United States, a testament to the event’s growing international appeal. “It’s great to see more American buyers as well,” Calder said, noting efforts to make attendance easier for long-haul visitors, such as hosting familiarisation trips in New Zealand.
The economic impact of AIME extends well beyond the show floor. With 18 hotel partners supporting hosted buyers and a surge in business meetings – up from 16,000 last year to over 18.500 in 2025 – the event provides a substantial boost to Melbourne’s hotels, restaurants, and local economy.
Sustaining Quality Amidst Growth
Despite its growth, Calder emphasised that AIME’s primary focus remains on maintaining quality rather than simply increasing in size. “It’s not just about growth for growth’s sake. What we deliver here is well respected and much loved. Our main aim is quality, to keep that quality and make sure to bring in only high-quality buyers, while also rotating in new buyers,” she said.
The event’s success is underpinned by close collaboration with stakeholders, year-round relationship-building, and a dedicated team passionate about the industry. “We’re not just selling space; we’re doing so much more. Only together can we make this happen,” Calder reflected.
Looking to the future, Calder sees innovation and sustainability as key pillars for business events. She points to AIME’s creative activations, such as immersive experiences and interactive technology showcases, as examples of how the event is pushing boundaries and setting new standards for engagement. “Our job is to come up with new ideas and show our events industry what you can do in a number of different ways,” she said.
Sustainability is also high on the agenda, with AIME working closely with partners to reduce environmental impact and drive positive social outcomes. Initiatives range from waste reduction and sustainable catering to supporting local communities and promoting responsible travel among attendees.
Looking Ahead
With Talk2 Media & Events reappointed to deliver AIME through to 2028, the future looks bright for this flagship event. Planning for next year is already underway, with Calder and her team committed to innovating and responding to industry needs, hinting at more creative activations and experiences on the horizon.
As the business events landscape continues to evolve, AIME’s blend of quality, innovation, and global reach ensures it remains at the forefront, delivering value not just for Melbourne, but for the entire Asia-Pacific region and beyond. Calder’s vision is clear: to keep AIME relevant, respected, and a must-attend event for the global business events community.
AIME show floorFor further information about AIME, or to register, click here – AIME – Asia Pacific’s Premier Business Events Platform
