Interview with Julia Swanson, CEO of the Melbourne Convention Bureau (MCB) at IMEX 2025 – Travel And Tour World

The Melbourne Convention Bureau (MCB) stands at the forefront of the city’s business events sector, strategically positioning Melbourne as a global leader in hosting high-profile conventions, conferences, and trade shows. With a commitment to fostering economic growth and enhancing Melbourne’s global profile, MCB is dedicated to attracting and supporting business events that drive both tourism and industry development.

A key factor behind MCB’s success is its ability to secure a diverse range of international events, such as the World Congress of Gastroenterology and the World Chambers Congress. These prestigious gatherings not only bring thousands of delegates to the city but also contribute significantly to Melbourne’s economy. MCB has secured 132 events through 2028, forecasting a remarkable £539 million boost to the Victorian economy.

MCB’s approach includes maintaining a strong global presence with offices in key international cities such as London, Washington DC, and Kuala Lumpur, ensuring Melbourne remains competitive in the global business events market. Additionally, the Asia Pacific Incentives and Meetings Expo (AIM), hosted by MCB, attracts hundreds of exhibitors and buyers, showcasing Melbourne as a premier destination for business tourism.

Looking forward, MCB continues to expand its infrastructure with new venues like the Neal Bandel Georg Convention Centre in Geelong, offering a unique combination of regional charm and business functionality. With a growing hotel capacity and investment in sustainable, high-quality facilities, Melbourne is poised to remain a top choice for global business events for years to come.

Julia Swanson, CEO of the Melbourne Convention Bureau (MCB), to gain insights into how the city maintains its competitive edge and what the future holds for the business events sector discusses with travel and tour world at IMEX Frankfurt 2025.

Thank you for joining us, Julia. To start, could you please tell us about the anticipated economic impact of the events you are hosting in Melbourne, especially the World Congress of Gastroenterology and Hepatology in September?

Absolutely! We’re very excited about the World Congress of Gastroenterology and Hepatology that we’re hosting this year. We’re expecting around 3,000 delegates and 9,000 hotel rooms booked. This event will have an estimated economic impact of about £18 million. In fact, Melbourne has really positioned itself as a hub for international association meetings. We have about 132 events booked through 2028, which will attract just over 100,000 delegates and contribute a £539 million economic boost to the Victorian economy.

That’s quite impressive! Moving on, how has Melbourne managed to achieve record-breaking success in its business events sector?

We’ve been very lucky to have a strong global presence. Melbourne has a dedicated team based here, but we also have international offices in London, Washington DC, Kuala Lumpur, Shanghai, and India. So when it comes to events like IMEX, which is the biggest trade show for our sector, it plays a vital role. It’s a significant part of our international program, where we engage with media, existing clients, and potential clients. Every year, we come to IMEX to showcase Melbourne as a destination and look forward to supporting clients in bringing their events to the city.

With global challenges and the current world situation, how do you think these factors have contributed to your success, particularly with the IMEX trade show?

That’s an excellent question. Melbourne Convention Bureau owns AIM, the Asia Pacific’s leading business events trade show, which has been running for 32 years. It’s a fantastic platform for Melbourne, and we’re really proud of it. The AIM show attracts 650 exhibitors and transacts hundreds of millions of dollars in business. It’s the one event where the spotlight shines on Melbourne for the entire region. Our 2024 event was incredibly successful, and for 2026, we’re planning to expand further. We’ve booked additional space and are expecting around 700 hosted buyers to attend. It’s an exciting time for business events in Melbourne, and I’m confident 2026 will be even more successful.

That sounds fantastic. Could you share the key findings of the Positive Impact of Business Events report that the Melbourne Convention Bureau produced in early 2025?

Yes, the Positive Impact of Business Events report was a critical piece for us. We wanted to highlight not just the tourism outputs of our events—things like room nights and delegate spending—but also how business events have a broader impact on the community and the sectors we engage with. For example, these events create significant social benefits, providing a platform for people to network and engage with sector-specific issues such as finance, engineering, and health and medical. The case studies in the report provide real-world examples of how events have positively influenced these sectors. It’s a way to demonstrate to both the industry and the public that business events in Melbourne do more than just bring tourists to the city—they help the economy, create jobs, and foster community development.

That’s insightful. Now, looking ahead, what are the future plans for Melbourne’s business events sector?

The future is looking incredibly bright for Melbourne. We have a strong pipeline of events up until 2030, with several high-profile congresses already secured. These include the World Congress of Gastroenterology, the World Chambers Congress, and the World Cancer Leaders Summit. There’s really strong demand from both domestic and international markets, and the city is showing a lot of buoyancy. One of the most exciting developments is the substantial growth in hotel room capacity—we now have over 26,000 hotel rooms across various standards, and we’re continuing to expand.

In terms of upcoming facilities, we’re excited about the opening of a new hotel next month, directly opposite the Melbourne Convention Centre. This environmentally-friendly, five-star hotel will offer a premium experience for our clients. Additionally, next year, a new convention centre is being added to Victoria’s portfolio: the Neal Bandel Georg Convention and Exhibition Centre in Geelong, just about an hour from Melbourne’s city center. This new venue will allow us to cater to smaller clients looking for a regional experience, offering them a beautiful backdrop for their events, all while being close to the Great Ocean Road.

It sounds like Melbourne is gearing up for a very exciting few years! How will the addition of the Neal Bandel Georg Convention Centre impact the local tourism market?

The Neal Bandel Georg Centre will add a whole new dimension to Victoria’s convention offerings. Geelong, Melbourne’s second city, is known for its stunning landscapes and seaside charm, which will provide event organizers with unique opportunities to host their gatherings in a more tranquil and inspiring environment. This expansion into regional Victoria will not only support domestic tourism but also attract international clients looking for a more diverse set of venues. With Geelong’s proximity to the Great Ocean Road, it will undoubtedly be a major draw for those wanting to combine business and leisure in one trip.

It seems Melbourne is creating an ecosystem that benefits both business events and tourism. How does this tie into the broader strategy for Victoria’s tourism growth?

Exactly! The combination of Melbourne and regional Victoria offers a well-rounded experience for any traveler. As a business events destination, we’re focusing on building a product that can cater to different types of meetings, from large international congresses to smaller, more intimate gatherings. The expansion of accommodation options and new venues also positions Victoria as a premier destination for business tourism in Australia. What we’re seeing is a holistic tourism growth strategy, where events like these not only boost the economy but also promote our cultural heritage and natural beauty to a global audience.

How do these developments affect travelers’ experience when visiting Melbourne and Victoria for business events?

For travelers, Melbourne’s evolving business events infrastructure means a more seamless and enjoyable experience. With more hotel options, increased accessibility, and flexible venues catering to both large and small events, visitors can expect a high level of convenience and comfort. We’ve worked hard to ensure that whether travelers are attending a large international conference or a smaller regional meeting, they will have access to top-notch facilities, ease of transportation, and a wide array of leisure activities to enjoy when they aren’t in meetings.

For international travelers, these new venues and increased connectivity between Melbourne and Geelong enhance the overall experience, making it easier to travel, attend, and explore. The combination of a world-class convention scene with the surrounding beauty of Victoria makes it a destination that offers both business opportunities and leisure experiences in one place.

IMEX Frankfurt 2025: The Epicenter of Global Business Events

IMEX Frankfurt 2025 is gearing up to be one of the most anticipated events in the meetings, incentives, conferences, and exhibitions (MICE) industry. Set to take place from May 20 to May 22, 2025, at the renowned Messe Frankfurt, this global trade show is poised to bring together thousands of professionals from across the world. With over 3,100 exhibitors and 4,200 hosted buyers expected to attend, IMEX Frankfurt will offer an unparalleled opportunity for networking, learning, and business development.

This year’s theme, “Impact 2.0 – Activating the Future,” is designed to highlight how the MICE sector can drive meaningful change on a global scale. The event will delve into key topics such as attracting the next generation of talent, combating social isolation and loneliness, and advancing sustainability initiatives in the events industry. These discussions are essential as the global landscape continues to evolve, and the MICE sector works to remain at the forefront of innovation and social responsibility.

One of the standout features of IMEX Frankfurt 2025 is the comprehensive program it offers. EduMonday is a dedicated day of professional development, featuring insightful sessions for various industry sectors. For association professionals, Association Day & Evening provides a unique opportunity to exchange best practices and network in a focused environment. Additionally, Exclusively Corporate offers a tailored platform for corporate event planners to meet with suppliers and collaborate on future projects.

IMEX Frankfurt also encourages wellness with its IMEXrun, a fantastic initiative where attendees can network while staying active. This shows the event’s commitment not just to business growth, but also to the well-being of its participants.

For anyone in the MICE industry, IMEX Frankfurt 2025 is an unmissable event. Whether you’re looking to grow your business, gain new insights, or simply connect with peers, this event will provide the tools and inspiration you need to stay ahead in the ever-evolving world of business events.