Collectively these events have an anticipated economic impact of $110 million and will draw just over 17,100 delegates to Melbourne.
Unlike association conferences, which typically have a multi-year lead time from bid win to delivery, these incentive groups are delivering immediate results for Melbourne, with 87 per cent of the business in this segment won since last May having already travelled.
Incentive groups out of China are the largest single market represented within the incentive wins over the last year, with the largest group – a 1,500 pax incentive – coming from China and Chinese groups booked to come to Melbourne through the rest of 2026.
There are also significant numbers of incentives travelling from India and Indonesia, while Taiwan, Vietnam and Thailand are rising markets for Melbourne.
Collectively, 92 per cent of the wins are from Asia, with the average group size sitting at 150 pax.
MCB has noted the influence of the mega incentive from Amway China in Melbourne last April and the city’s hosting of Tourism Australia’s incentive showcase Australia Next in December on the incentive success the bureau has experienced over the last 11 months.
Australia Next boosted Melbourne’s profile amongst incentive planners, leading to new opportunities for the city, while some incentive groups are taking inspiration from activities in the 2025 Amway China program.
“Hosting corporate meetings and incentive programs in Melbourne taps into the strength of one of the world’s most liveable and dynamic cities, where world‑class infrastructure, creative energy and authentic experiences converge to drive motivation and lasting impact,” said MCB’s CEO, Julia Swanson.
In addition to the 138 wins, MCB has 29 more incentive leads in the works, worth a potential $75 million in economic impact.
Overall, Melbourne has seen a 38 per cent increase in incentive wins this financial year compared to last financial year.
