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26 November 2009
Through a series of strategies to extend Melbourne’s international reach, and by increasing government and member partnerships, the Melbourne Convention + Visitors Bureau (MCVB) has achieved a fourth year of record results.
Speaking at MCVB’s Annual General Meeting, MCVB’s CEO, Ms Sandra Chipchase, said that the 2008/09 financial year saw a record year of achievement across a number of areas – from increasing delegate numbers for Melbourne, to instituting world-first CSR initiatives.
“Against a backdrop of economic uncertainty in the global meetings and incentive industries, MCVB secured Business Events expected to inject more than $340 million into the State economy (19% above target), attracting more than 81,000 delegates to Victoria over the next five years (20% above target).
“Other significant achievements include generating 77% more delegate days for the Melbourne Convention Centre this year than last, and generating 28% more room nights for
Victoria
– no small feat given the current economic climate.”
Ms Chipchase said a combination of strategies to extend MCVB’s international reach and to increase its partnerships contributed to MCVB’s successes, with each function of the MCVB team excelling in the last year.
“Over the last year, MCVB has extended our international reach into both new and emerging markets, particularly in relation to incentive sales, and through our PR activity.
“In 2008/09, incentive sales initiatives included a record nine travel familiarisations (hosting 150 travel and corporate buyers and media from around the world), 14 sales missions, spanning from Vietnam to Mumbai, and an Asia Roadshow, visiting Singapore and Taipei with 15 of our members. These initiatives contributed to generating $32 million worth of incentive business for
Victoria
.
“We also targeted new markets, such as
Spain
, and emerging markets, such as
India
, through PR and advertising initiatives, and increased our PR focus in the
US
market – initiatives which contributed to a 340% increase in publicity this year compared to last.
“From a sales perspective, we secured many large-scale, prestigious international Business Events, including the World Diabetes Congress 2013. One of the world’s top 10 medical events, this Congress is expected to attract 12,500 delegates to
Melbourne
.
“Our Business Development team generated leads with a potential economic impact of $1.6 billion, whilst our membership team grew new member revenue by 27%.
“Our Asia-Pacific Incentives & Meetings Expo also continues to set new records, increasing total attendance by 10% compared with 2008, attracting 854 exhibiting companies (up 4%) and new exhibitors (up 22%).”
Ms Chipchase said that the creation of a new senior role to manage Government and strategic partnerships was an important factor in increasing Government support for Business Events in
Victoria
within the last year.
“Further strengthening our partnerships with Government increases
Melbourne
’s competitive edge, and I am delighted that the City of
Melbourne
became one of MCVB’s strategic partners this year. This partnership cements
Melbourne
’s whole-of-government approach to Business Events, and allows us to further our reach internationally.”
Ms Chipchase said that MCVB also continues to lead on the CSR front.
“Within the last year we have led the Business Events industry with a series of new CSR initiatives. Many of these, such as our Event Carbon Calculator and low-carbon-impact incentive travel website, were firsts for any Australian Convention Bureau, and I’m delighted that MCVB’s CSR initiatives were awarded at the Meetings & Events Australia Awards earlier this year.”
Ms Chipchase said that, although recognising the challenges presented by the current economic climate, she looked forward to a positive year ahead for
Melbourne
.
“With
Australia
’s best convention facilities, constantly evolving and innovating hotels and venues and a commitment by
Victoria
’s Business Events industry to reduce the impact of events on the environment,
Melbourne
continues to lead as a world-class, ‘green’ destination in which to hold successful, memorable events.”
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