• January 5, 2026

Melbourne’s Moment: Julia Swanson on the city’s growing incentive appeal

Melbourne’s Moment: Julia Swanson on the city’s growing incentive appeal

Melbourne’s Moment: Julia Swanson on the city’s growing incentive appeal 1024 683 micebook.

Last month, Melbourne took centre stage as the host of Australia Next 2025, Tourism Australia’s premier incentive showcase presented in partnership with Melbourne Convention Bureau (MCB).

Over three inspiring days, more than 200 international buyers, media and Australian industry leaders experienced some of the iconic venues and unique experiences that make Melbourne a premier destination for business events.

We caught up Julia Swanson, CEO of MCB, during the event to talk all things Melbourne…

Melbourne is traditionally known for hosting large conferences and sporting events – what’s the focus for you right now?

The incentive sector is growing quickly for us. We’re probably best known for conventions because we have such a large convention centre and we host events up to 20,000 delegates, particularly in sectors like health and medical research. But incentives are the fastest-growing part of inbound MICE business to Melbourne right now.

How significant is that shift towards incentives?

Incentives are currently around 40% of our inbound MICE business, but we expect that to move closer to 50% quite soon as the incentive travel sector continue to evolve. Traditionally incentives were more about sightseeing and ticking boxes, whereas now programmes are much more intentional. Buyers are thinking carefully about what they want delegates to see, feel and take home from the experience.

How does Melbourne fit into those changing incentive expectations?

Destinations are being viewed differently now. It’s not just about coming, taking a photo and leaving. There’s growing demand for sophisticated, contemporary, urban experiences. Melbourne might previously have been second or third choice behind a more traditional Australian experience, but now there’s strong demand for big-city experiences and adventures – and Melbourne is very well positioned for that.

What makes Melbourne stand out as an incentive destination?

We have what we call compact diversity. We’re the only city in the world to host both the Australian Open and a Formula 1 Grand Prix. Throughout the year we also have fashion events, comedy, food and wine festivals, theatre, and major international concerts. There’s always something happening.

And beyond the city itself?

Victoria has a big footprint, and you can do a lot on a day trip. You can drive several hours in every direction and have completely different experiences.

Some of the experiences groups are enjoying as part of the Australia Next program include the Mornington Peninsula, a beautiful bayside area with a bay beach on one side and ocean beaches on the other. There are wineries by the beach, sculpture parks, farms showcasing local produce and fantastic cool-climate wines. It’s also a major wellness destination, with thermal hot springs, bathing experiences and day spas.

The Yarra Valley, just outside the city, has around 100 wineries and outstanding restaurants, and if budgets allow, groups can even get there by helicopter in around 15 minutes. Nearby is Healesville Sanctuary, where delegates can get up close to Australian native wildlife – kangaroos and koalas are always a highlight.

There’s also the Great Ocean Road, which offers spectacular scenery and memorable experiences. Groups can take helicopter flights along the coastline and continue to the Bellarine Peninsula for lunch at a winery overlooking the bay and back towards the city. That diversity is a real strength for Melbourne – groups can enjoy the energy of the city while adding a completely different experience just a short distance away.

Wellness is becoming increasingly important for incentive programmes. How is Melbourne responding?

Wellness is a strong and growing sector for us. We already have thermal hot springs, day spas and bathing experiences, and we’ve got more wellness product coming online across the state – from Phillip Island to Gippsland, along the Great Ocean Road and inland. It’s an area where demand is growing rapidly, and we’re very well positioned.

What’s new on the hotel front in Melbourne?

We’ve had some major openings recently, including the Ritz-Carlton and 1 Hotel – both iconic five-star properties but very different in style. 1 Hotel is the first property from the brand in Australia and has a strong sustainability focus.

We’ve also seen the opening of the Hyatt Centric Melbourne, and a large dual-branded Holiday Inn and Hotel Indigo right in Bourke Street Mall, in the absolute centre of the city.

How are you incorporating traditional cultural experiences into business events?

There’s a growing demand for deeper, more authentic First Nations experiences. Last year we launched Australia’s first First Nations guide specifically for business events decision-makers. It goes beyond Welcome to Country and looks at how to meaningfully incorporate First Nations culture into programmes.

The guide includes information on which Indigenous groups to work with, endorsed suppliers, food and beverage experiences, and cultural activities. We’ve worked closely with Kinaway, the Victorian Indigenous Chamber of Commerce, and there’s also product across the city weaving First Nations storytelling into experiences – from the National Gallery of Victoria to the Royal Botanic Gardens.

Sustainability is another area where Melbourne is gaining attention. What’s driving that leadership?

Sustainability has been very intentional for us. Melbourne Convention and Exhibition Centre was the first convention centre in the world to achieve a six-star Green Star rating, and it continues to innovate around waste, recycling and food repurposing.

The city itself is so compact – you don’t need transport and can walk everywhere. We also have free tram travel within the city centre, which makes it easy for delegates to get around and explore. Our tram network is powered by solar energy, and many of our major hotel groups and suppliers are deeply committed to sustainability. Once delegates arrive, it’s very easy to host a low-impact event.

We also provide clients with sustainability toolkits and guidance as part of our bidding process. It raises standards across the whole supply chain. Being ranked number one in Asia Pacific and fourth globally for major cities in the GDS-Index was something we’re incredibly proud of.

Read our full Destination of the Month feature to find out more about what Melbourne has to offer the MICE market

Join Our Community

Join our community and receive the latest trending industry news in our weekly Departure Lounge and exclusive invites to events





    WordPress Ads