Melbourne's strong MICE infrastructure, including a convention centre, a wide range of hotels, and a robust dining and coffee culture, has left a mark on delegates at AIME 2023. Photo Credit: Adobe Stock/Taras Vyshnya
Melbourne, with a strong MICE infrastructure that includes a convention
centre, a wide range of hotels, and a robust dining and coffee culture,
hasn't gone unnoticed among first-time Asian buyers attending AIME 2023,
which recently took place in the Australian city in February.
Reflecting
on the event, the venue and the city with M&C Asia, these buyers
were enthusiastic about Melbourne’s potential to host meetings and
incentives for Asian-based groups and expressed their interest to add
Melbourne to their key destination list.
“Although Melbourne is a big city, it’s also very convenient. In
terms of Melbourne Convention and Exhibition Centre (MCEC), I think it's
a great size and I like its central location, there are so many hotels
nearby and many activities close to the convention centre," said
Natchavee Angsuwattananon, the executive officer in charge of membership
and conference services for the Asia Pacific chapter of the World
Aquaculture Society.
The society, which comprises academics, industry researchers, market
and industry analysts, government officials, policy makers and industry
representatives in the field of seafood production, is already committed
to an event this year in the coastal city of Darwin, in Australia's
Northern Territory.
Holly Strout, who is based in South Korea as the sponsorship and
advertising sales manager for the US Army’s NSM Division, Marketing as
well as the global accounts manager for Helmsbriscoe, finds
accessibility a strong drawcard for Melbourne.
The MCEC was easily accessible by major hotels like Crowne Plaza,
which also offers water taxis to the convention centre. "My favourite
part of the convention centre was the Lume art exhibitions. I thought
that was a great addition to the convention centre as it was open to the
public,” said Strout.
Notably, it's Melbourne's "diversity and inclusivity" that surprises Strout.
“You
could have somebody with tattoos all up their arm working right next to
somebody in a three-piece suit, which you would never see in many areas
of the U.S. For me, I loved the diversity and the true inclusivity of
Melbourne and Australia."
Melbourne's rich offerings on the streets also impresses Ivan
Wahyudi, head of operations at the Jakarta headquarters of Samasta Tour
and Travel, one of Indonesia’s largest travel agencies specialising in
corporate travel management and business events.
“From my perspective as a travel agent, I think Melbourne is good for
the Asian market because we have diversity in Melbourne. Walking tours
are great, the streets have many food options, everything is so easy.
There's a free tram and every place is interesting for the Asian market.
This is my first time in Melbourne, but the city impressed me.”
Julia Swanson, CEO of Melbourne Convention Bureau, which owns AIME,
said that the city’s appeal is based not only on “our multiculturalism
and our food and wine which we're known for” but also for access beyond
the city into regional Victoria, ideal for incentive or mixed
meeting/incentive events.
“We have one of the highest rates of restaurants per capita in the
world. And then there is the breadth of experience across regional
Victoria. Within one to three hours you can ski, you can surf, you can
tour wineries, you can see Australian wild animals, you can even pan for
gold," she added.
"All these diverse opportunities. The challenge is how do you fit all the good stuff into a short time period.”