Melbourne secures six international incentive groups as business returns to Victoria

Melbourne Convention Bureau (MCB) has secured six international incentive groups from Malaysia, Singapore, Indonesia and New Zealand. The wins signal the first return of such incentive bookings for Melbourne and regional Victoria since Australia’s international borders closed in 2020. The wins also endorse the destination’s appeal for incentive meeting planners and corporations looking to offer a premium programme to reward, motivate and retain staff. The first influx of delegates sets 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 and expected to inject more than A$898,000 (US$643,057) in economic contribution to Victoria’s economy. MCB chief executive Julia Swanson said the city was “thrilled” to welcome back incentive groups. “MCB works to boost hotel occupancy in the traditionally quiet shoulder periods with visitors staying mid-week,” she said. Pre-pandemic, Melbourne attracted on average just over 100 incentive groups with approximately 55,000 international delegates each year spending on average A$1,019.00 per day, across accommodation, tourist attractions, local shops and cafes. The incoming groups will visit some of Victoria’s most popular regions, including the Yarra Valley, Mornington Peninsula, Phillip Island Nature Park for the iconic Penguin Parade as well as a trip to 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 centre – from coastal attractions, wine and dine experiences to nature and adventure-based activities,” said Swanson. For programme ideas, check out MCB’s ‘Itinerary Inspirations’ page.