The Melbourne Convention Bureau (MCB) is the official business events agency for Melbourne, Victoria, responsible for attracting international conferences, corporate meetings, incentive travel, and exhibitions. Leveraging the city’s world-class convention infrastructure, strong research ecosystem, and vibrant cultural appeal, MCB positions Melbourne as a leading global business events destination. India remains a key growth market for MCB, with expanding opportunities in meetings, incentives, and association conferences. Through strategic partnerships and targeted engagement, MCB continues to strengthen its presence and collaboration with the Indian market.
Speaking to TravelBiz Monitor on the sidelines of an event in Mumbai, Joanna Garrie, Director – Corporate Meetings and Incentives, MCB, said that India has emerged as an important source market for MCB.
“India is the second-largest market for incentives after China. The purpose of this sales mission is to promote Melbourne and Victoria as the ultimate incentive destination,” said Garrie.
Talking about the preferences of Indian clients, she said that Indians are increasingly looking for more adventurous itineraries. “The Indian market loves the comfort of Indian cuisine, and we offer that,” she added.
On average, MCB hosts 20 Indian incentive groups every year. “Obviously, we want to increase that further,” said a confident Garrie. She also noted that the shared love for cricket between the two nations has been a major advantage. “We are fortunate to have the Melbourne Cricket Ground, and visiting the stadium is a must in any incentive itinerary,” she asserted.
Besides incentives, MCB also supports Indian delegates who visit Melbourne to attend global conferences. “We also support them, but our primary focus is on incentives,” Garrie asserted.
“We receive incentive groups from industries such as pharmaceuticals, insurance, IT, cement, banking, and finance. However, the banking and finance segment is our biggest contributor,” she said.
MCB is a full-service convention bureau and offers end-to-end services, from destination planning and venue identification to logistics, ensuring memorable events for its clients.