DESTINATION MELBOURNE: SELLING A CITY TO THE WORLD

SELLING A CITY TO THE WORLD

When it comes to staging world-class business and public events, Melbourne proudly spruiks its hosting capabilities on the international stage, writes Gavin Dennett

It’s been a huge start to 2025 on Melbourne’s events calendar. The annual Australian Open tennis and Formula 1 Grand Prix cast the world’s eyes on the Victorian capital, while AIME 2025 at Melbourne Convention and Exhibition Centre, in February, set new records for its size, and number of hosted buyers, exhibitors and attendees.

Melbourne also recently hosted Australia’s largest-ever incentive program, with 16,000 delegates descending on the city for the Amway China Leadership Seminar at Melbourne Showgrounds in April. The incentive program – which celebrated 30 years of Amway in China – injected $100 million in economic impact into the Victorian economy as guests accounted for approximately 32,000 hotel room nights and dined at 50 restaurants across the city and surrounding region.

Melbourne Convention Bureau chief executive Julia Swanson is pleased the international multi-level marketing company chose Victoria for its leadership seminar.

“Melbourne was thrilled to welcome Amway China to the largest incentive program ever in Australia,” she says. “Our city is home to so many unique and exciting experiences which delegates got the chance to enjoy during their stay.”

Securing the Amway China Leadership Seminar was aided by the Business Events Australia Bid Fund Program, which is a subvention fund from Tourism Australia’s dedicated business events unit designed to increase the conversion of new international business events for Australia.

“Tourism Australia is proud to have supported Melbourne Convention Bureau’s bid for the Amway China Leadership Seminar,” says Tourism Australia managing director Phillipa Harrison. “We were competing with other international destinations and the Business Events Australia Bid Fund Program helped secure the program for Australia, which is a huge boost for our visitor economy.”

We are being quite targeted about the types of events we bid for and what markets we work in.

Melbourne confidently sells itself as the events capital of Australia. While this claim may be hotly contested by other capital cities across the nation, what can’t be denied is the Victorian capital’s standing as an international destination with a proven track record of delivering big business and public events.

“We have come out of COVID-19 really strong,” Swanson tells Spice. “Sometimes you bounce back harder than you were before. It’s been a good opportunity to think about the business and build it back up from scratch. We are really pleased with where things are at.

“AIME has been a big focus for us during the past four years, and the show has had four years of solid growth, which gives you energy and passion for the rest of your business. It’s the only trade show owned by a convention bureau and we see it as very valuable for Melbourne’s positioning as a business events hub.

The former HM Prison Pentridge has been repurposed as a luxury hotel and hospitality site.

“Our business pipeline is really healthy, and we get tremendous support from the Victorian Government, which often provides letters of support when bidding for events. We are being quite targeted about the types of events we bid for and what markets we work in, especially in aligning with UN Sustainable Development Goals and policy priorities of the Victorian Government.

“We are keen to target events that make a difference, such as Women Deliver in April 2026, or have values alignment with government policies, such as gender equity and First Nations engagement.”

In a sign Melbourne’s business events landscape is in good shape, Melbourne Convention Bureau isn’t afraid to pass up opportunities that don’t align with the state’s objectives.

“It’s not just about churning through a large volume of events; rather it’s about targeting the ones that will create a trade and investment outcome, or will create an enormous community benefit rather than just a fiscal benefit,” says Swanson.

Pentridge

In Melbourne’s northern suburbs, the 170-yearold former HM Prison Pentridge site is one of the largest bluestone restoration projects ever undertaken in Australia, and it is one of just 40 prison hotel conversions worldwide.

The former prison was established in 1851 and was once home to penal convicts, infamous outlaw bushranger Ned Kelly, and some of Australia’s most hardened criminals, including Mark “Chopper” Read, Julian Knight and Christopher Dale Flannery. These days, it is an inviting hotel and hospitality site that honours its historical past while offering contemporary luxury and comfort.

The rooms are spacious, particularly the 10 two-bedroom apartments which hug the curve of the building.

The centrepiece of the impressive redevelopment is The Interlude, a hidden sanctuary that has converted the bowels of the former prison into a spectacularly unique and immersive accommodation offering with 19 restored suites, plus Olivine wine bar that seats 100 guests.

Also found at the $1 billion Pentridge site is Adina Apartment Hotel Pentridge Melbourne, a 106-room high-rise building with nine conferencing and event spaces; North & Common bistro; Brewdog brewery; Palace Cinema; and the excellent The Boot Factory cafe.

1 Hotel

Excitement is building in Melbourne ahead of the opening of 1 Hotel on the banks of Yarra River. The waterfront luxury hotel will be the first for the 1 Hotel brand in Australia, having established properties in Los Angeles, London and Paris.

Boutique luxury at The Motley Hotel Richmond.

Opening in June 2025, the Docklands sustainability hotel will feature 280 guest suites, a state-of-the-art wellness centre, multiple dining venues, a cocktail bar, and a 1000-seat function centre as part of the $600 million Seafarers redevelopment in Melbourne’s CBD.

The Motley Hotel Richmond

The Motley Hotel Richmond, in Melbourne’s inner east, recently joined the Hilton family, with the Melbourne property taking its upscale offering to a wider demographic by joining the Tapestry Collection by Hilton brand in its Australian debut.

It’s a prime spot for anyone wanting to experience Melbourne’s vibrant sports and entertainment culture.

The 5-star boutique hotel features 80 guest rooms, Ms Parker restaurant and Threads Rooftop Bar.

“As a proud Richmond local, I’m thrilled The Motley Hotel offers a prime location for visitors,” says Geoff Brady, owner, The Motley Hotel Richmond. “With just four tram stops to the MCG, guests can catch all the action from AFL games and major cricket matches.

“A short walk will take you to AAMI Park, and Rod Laver Arena and Margaret Court Arena for the Australian Open. It’s a prime spot for anyone wanting to experience Melbourne’s vibrant sports and entertainment culture.”

Adina Apartment Hotel Melbourne Southbank

Having opened in 2020, Adina Apartment Hotel Melbourne Southbank is an eco-friendly, 220-room property made from cross-laminated timber – the world’s tallest engineered timber extension.

Modern comfort is found at Adina Apartment Hotel Melbourne Southbank.

Offering views across the CBD and boasting excellent meetings facilities, just a stone’s throw from Yarra River, the stylish, modern property offers convenience and comfort.

“The rooms are spacious, particularly the 10 two-bedroom apartments which hug the curve of the building on every level, covering 75 to 80 square metres,” says TFE Hotels’ regional general manager for Victoria, Stephen Moore, of the hotel that also offers 70 studio apartments and 140 one-bedroom apartments.