Melbourne Convention Bureau Celebrates 60 Years with Upcoming Events

2026 promises to be an exceptional one for the Melbourne Convention Bureau (MCB) as it celebrates its 60th anniversary.
As MCB chief executive Julia Swanson stated at AIME 2026’s opening today: “This is our diamond jubilee and we need to recognize some of the wonderful moments we’ve had in our contributions to the city.”

MCB has existed for six decades, and the past 25 years saw rapid changes that enhanced Melbourne’s global profile as a leading capital for MICE, reinforced by its focus on quality and sustainability.

According to Swanson, “In the last 25 years, Melbourne has welcomed 4,000 business events to the state, contributing AU$7 billion in economic contribution and bringing 1.6 million delegates. In the year 2000, MCB became a founding member of the Best Cities Global Alliance.”

MCB’s history in a nutshell:
Established in 1966, MCB has always aimed to promote Melbourne as a business events destination impacting the city and state economically and socially.
Originally, MCB achieved success in connecting Victorian businesses with the global market. In 1974, it was awarded as Australia’s top destination for international conventions.

A decade later, the Bureau’s leadership set up Melbourne Meeting Mart to promote Melbourne and Victoria as a premier business events spot. Through its endeavors, Melbourne gained recognition for hosting large international events and has been a top choice for mega-events.

For 2026, the MCB is gearing up for notable events like the NFL match featuring LA Rams and San Francisco 49ers, Women Deliver conference, and the World Sustainable Build Conference, among others.

In conclusion, Swanson expressed excitement for the future while considering the contributions made over the years, “We’re really excited for these shows as we continue to grow; and Melbourne Convention Bureau is looking forward to the next 60 years.”