60 years young: that’s the spirit of Melbourne Convention Bureau, one of the world’s most successful and innovative DMOs. The MCEC – Melbourne Convention and Exhibition Centre – is a relative youngster with only 30 years under its belt, but the venue laid out its ambitions at birth by achieving a six Green Star sustainable buildings rating, anticipating the demands of clients far into the future. Where MCEC Chief Executive Natalie O’Brien and MCB CEO Julia Swanson are in full agreement is their view that early and consistent political understanding of Melbourne’s business events vision was absolutely critical to their destination’s long-term success.
Victoria’s current political leaders, Premier The Hon John Crumby AO (who also serves as Chair of MCEC) and Hon Steve Dimopoulos, Minister for Tourism, Sport & Major Events, expressed this sentiment at an event held in MCEC to celebrate the two major milestones. Prioritising long-term business and societal impact from carefully-targeted events has led to inward investment in cutting-edge fields including the setting up of unique research and development institutions, elevated the quality and reputation of Victoria’s universities, and helped create a virtuous circle of ongoing investment in Melbourne’s meetings infrastructure, enabling them to stay competitive and technologically at the cutting edge. Monash Technology Precinct is just one of the many success stories whose excellence is both the result of hosting past international events, but which also now helps attract future events.
Hon John Crumby AO, Premier of Victoria and Chair of MCEC: “Every single one of the events we host here leaves a legacy”
Melbourne-based meetings consultant Gary Grimmer from Gaining Edge had this observation: “Without this extensive history of hosting some of the world’s most advanced bio-medical congresses, Melbourne would never have become the only location in the Southern Hemisphere which was able to manufacture MRNA vaccines during the recent Pandemic.”
Also critical to Melbourne’s success has been the constant evolution of the way MCB and MCEC work with local academics, scientists and business leaders to attract international association meetings, recently re-invented as the Victorian Ambassador Network. The vision: to move from a club-like concept to an ecosystem, a live, interactive and constantly refreshed community of intellectual leaders across the whole state of Victoria.
