India, a key market for Melbourne
Julia Swanson, CEO, Melbourne Convention Bureau, reveals that India has now become the largest source of leads out of the APAC market.
How important is M!CE traffic from India for Melbourne? Currently, India has become the largest source of leads in the APAC market, for which we have been increasing our engagement activity. We are seeing smaller groups travelling more frequently, with a focus on team-building and more sustainability focused activities.
How do sports and entertainment events help Melbourne attract more high-spending visitors?
Melbourne prides itself on being the sports capital of Australia, with its enviable sporting precinct of stadiums, pools, tracks, and fields. It hosts international events such as the Australian Open, the legendary Boxing Day cricket test at the MCG and the Formula 1 Grand Prix. These major events attract a large number of visitors from around the world and also expose Melbourne to the world via international broadcasting.
What is the average night stay in Melbourne?
The average length of stay in Melbourne for Indian visitors is around four nights, and the city is easy to navigate. The natural beauty of regional Victoria is just a short drive away for those looking to venture further afield.
What kind of engagements is Melbourne CB looking to conduct with M!CE stakeholders in India?
While travel was not optimised through COVID19, we ensured the Indian market was up to date with the latest happenings in our city with inspiring product showcases via live-streaming and webinars from a host of interesting locations. One of my favourites was with Australian cricket coach and former Australian cricketer Brad Hodge, who joined the Melbourne Convention Bureau at the Melbourne Cricket Ground to present a destination training webinar for key Indian travel agents.
Now that travel is back, we have started hosting FAMs.
Is Melbourne prepared to conduct hybrid events?
While there is a pent-up demand for in-person events, hybrid event options are par for the course today. Melbourne is well set up to service this, with many venues adding hybrid and streaming options to their AV mix. The growth of technology was already happening but escalated from COVID-19. Together with our innovative partners, MCB can support the delivery of events and ensure you are maximising your reach and growing your audience. We have created a user-friendly hybrid events guide for Melbourne, which details hybrid solutions and professional conference organiser services.