2026 promises to be an exceptional one for the Melbourne Convention Bureau (MCB) as it celebrates its 60th anniversary.
As MCB chief executive Julia Swanson put it at the opening of AIME 2026 earlier today, 9th February: "This is our diamond jubilee and we need to recognise some of the wonderful moments we've had in making contributions to the city."
While the MCB has been around for six decades, the past 25 years have been a period of rapid evolution and the raising of Melbourne's global profile as a major capital for MICE, its reputation bolstered by its focus on quality and sustainability.
Swanson said: "In the last 25 years, Melbourne has welcomed 4,000 business events to the state, contributing AU$7 billion in economic contribution and bringing 1.6 million delegates. In the year 2000, MCB became a founding member of the Best Cities Global Alliance and, many years later, I'm very proud to chair that organisation and it's really grown to be the leading alliance of convention bureaus around the world that's driving positive impact in business events. We were early adopters of having a really strong international footprint."
MCB history in a nutshell
Established in 1966, MCB's primary ethos has always been to promote Melbourne as a business events destination to drive economic and social impact for the city and the state.
According to Swanson: "From the outset, we've had success in creating connections between Victorian businesses and the global market."
In 1974, Melbourne was awarded top destination in Australia for international conventions and conference.
Close to a decade later in 1983, the Bureau's leadership team at the time established Melbourne Meeting Mart to promote Melbourne and Victoria as a leading destination for business events.
This event helped set down the foundations of AIME, setting forth the high standard for excellence that has characterised the event to this day.
By the '90s, Melbourne attained recognition on a global scale as it was named among the top 20 cities for international conventions in 1991, welcoming events with delegates exceeding 20,000 people paving the way for the city's current status as a venue of choice for mega-events.
With the opening of the Melbourne Exhibition Centre in 1996 and the Melbourne Convention Centre in 2009, the city has cemented its position as one of the world's leading MICE destinations.
In 2016, MCB became a subsidiary of Visit Victoria, the statewide entity responsible for driving tourism major events and business events.
Thanks to the work of the MCB and its partner organisations, ICCA ranked Melbourn first in Australia for the number of delegates at international association business events.
Indeed, Melbourne's delegate numbers were noted to be more than twice the number reported by any other Australian city.
Melbourne was also ranked the top MICE destination in Oceania and fifth in the world for average number of delegates attending international business events.
A glorious past leads to a promising future
With regard to more recent and upcoming events, Swanson said: "Coming off the back of a great Australian Open, we're about to walk into the Grand Prix and in the last couple of days announced the NFL coming to Melbourne in September with LA Rams and San Francisco 49ers."
Aside from sporting events, 2026 will also see the opening of the Nyaal Banyul Geelong Convention and Events Centre, a truly unique Australian venue that will immerse visitors into the richness of the First Nations' heritage and traditions.
Likewise , Melbourne is set to welcome Women Deliver, the largest conference on gender equality, in April.
Women Deliver will be opening its doors to 6,500 delegates from 170 countries as a way of advancing gender equality and the health and rights of women and girls.
Melbourne will also be hosting the World Sustainable Build Conference, the International Diabetes Federation, along with Data Centre World and the AI Summit.
Swanson concluded by saying: "We're really excited for these shows as we continue to grow; and Melbourne Convention Bureau is looking forward to the next 60 years."
