Melbourne Convention Bureau CEO Julia Swanson points to growing opportunities for business events, incentive travel, investment and international collaboration. With globally-recognised sporting events such as the Australian Open, Formula 1 Australian Grand Prix and the city currently preparing to host the first regular season game of the US NFL in Australia, Swanson says major events are increasingly strengthening Victoria’s appeal well beyond leisure tourism.
“What sets Melbourne apart is not only its ability to host major events, but the depth of experiences surrounding them,” she says. “Vibrant precincts, cultural offerings, our food and beverage scene and diverse visitor experiences make Melbourne a truly experience-led city.”
Major events can inevitably put pressure on hotel availability and rates, but they can also add significant value to a business event program. For planners able to secure accommodation early, the chance to tap into the atmosphere, hospitality and exclusive experiences surrounding a major event can become part of the destination’s appeal.
For business events, this also creates opportunities to leverage the energy and international profile of these major events while offering delegates experiences that would be difficult to replicate elsewhere.
Swanson says corporate and incentive groups are increasingly incorporating major events into their Melbourne programs, with planners using them both as itinerary anchors and as a way of delivering exclusive delegate experiences. And the appeal extends beyond the event itself.
She says they’re seeing incentive programs “designed to align with major events, giving delegates the chance to experience Melbourne at its most vibrant”. It also allows delegates to enjoy exclusive behind-the-scenes access and VIP opportunities, she adds.
“This can include once-in-a-lifetime experiences such as walking the Formula 1 pit lane, accessing premium hospitality experiences or attending special event-related functions.
“Beyond the events themselves, Melbourne’s major events create an energy across the city that enhances the overall delegate experience,” Swanson says.
Combined with the city’s dining, cultural attractions and event precincts, they can help create memorable delegate programs that genuinely reward and motivate participants.
That halo effect will be particularly evident around the NFL, which is expected to attract significant international attention when the Los Angeles Rams and San Francisco 49s play a regular season game at the Melbourne Cricket Ground.
Swanson says the game provides a platform for broader engagement across business, culture and industry.
“The NFL presents a particularly exciting opportunity,” she says. “Beyond the game itself, a range of business, cultural and industry events will bring high-profile international delegates, decision-makers and leaders to Melbourne.”
Among those activities will be Melbourne Global Exchange, running from 31 August to 11 September 2026.
The two-week program will bring together leaders from business, sport, government and industry for a series of events focused on ideas, innovation and international collaboration.
Swanson says the program positions Melbourne as a global meeting place for ideas, innovation and collaboration while also attracting high-profile international delegates and decision-makers from around the world.
“It’s designed to foster meaningful connections that can lead to new partnerships, investment opportunities and international collaboration.”
For Melbourne Convention Bureau, that ability to turn major events into broader business opportunities is an important part of their value.
“The benefits of major events extend far beyond visitor expenditure,” she says, adding that international exposure can introduce entirely new audiences to Melbourne. Visiting executives and industry leaders also create opportunities for knowledge exchange, trade discussions and relationships extending long after an event finishes.
“They contribute to cultural enrichment, support Melbourne’s liveability and create opportunities, she says.
Capturing those wider benefits requires coordination between multiple stakeholders, with MCB working alongside Visit Victoria and other Melbourne and Victorian partners.
“By aligning efforts across government, tourism, business events and other industry stakeholders, we can leverage these major events to not just drive visitation, but strengthen international relationships, showcase Victoria’s strengths and create lasting benefits…for businesses across the state,” says Swanson.
For planners, it also gives Melbourne another card to play in an increasingly competitive international market: the chance to build an event around a city that, quite literally, already has an event happening.
