Melbourne taps India’s MICE potential

Melbourne has emerged as a prominent hub for MICE tourism, with India taking centre stage in its strategy. Brendan McClements, CEO, Visit Victoria, shares insights into Melbourne’s growing engagement with Indian market, highlighting the city’s robust offerings, unique venues, and strategies tailored to Indian preferences.

TT Bureau

With its strategic focus, unique offerings, and strong engagement with Indian travel and MICE agents, Melbourne is set to become a favourite destination for Indian corporates and event planners.  “The Indian market has been fantastic,” said Brendan McClements, Chief Executive Officer, Visit Victoria, attributing the growth to improved direct connectivity between India and Melbourne, with flights from Delhi and Mumbai. “India may well become the biggest MICE market for Australia in the world in the next couple of years,” he added. Melbourne’s MICE sector is projected to contribute $45 billion by 2025, with India expected to play a pivotal role.

Why Melbourne?

Melbourne’s unique blend of offerings makes it an attractive destination for Indian corporates and event organisers. “From the iconic Melbourne Cricket Ground (MCG) to the National Gallery of Victoria, everything is centrally located, making it a very walkable city for delegates,” he shared.

He also highlighted Melbourne’s culinary appeal, which resonates with Indian travellers. “The MCG and leading hotels in Melbourne have staff trained to meet Indian dietary requirements, and many venues even allow organisers to bring their own chefs. Melbourne and Victoria are the food bowl of Australia, offering farm-to-plate experiences that are world-class,” explained McClements.

Additionally, Melbourne’s adventure offerings add to its allure. “You can take a hot air balloon ride over the city or even skydive and land on the foreshore. For Indian delegates seeking adventure, Melbourne has it all,” said McClements.

Focused engagement with Indian MICE agents

Melbourne Convention Bureau (MCB), a subsidiary of Visit Victoria, is spearheading efforts to deepen ties with Indian MICE agents. “The MCB is a one-stop shop—a plug-and-play solution for organisers. They can connect you to over 80 venues and 8,200 members to create a seamless experience,” shared McClements.

The bureau has also appointed a representative agency in India to ensure consistent engagement. “We are pounding the pavement, knocking on doors, and building relationships,” he said. “Trade missions and familiarisation trips are regular features of MCB’s strategy, offering Indian agents a first-hand experience of Melbourne’s potential,” he added.

Way forward

In recent months, Melbourne has hosted several large-scale Indian MICE groups, including Herbalife and a leading Indian bank, with delegations exceeding 1,500 participants. “We are seeing increasing interest from Indian corporations rewarding their staff and building relationships. The momentum is undeniable,” shared McClements.

Melbourne’s collaboration with Tourism Australia enhances its visibility in India. “The largest trade show in the southern hemisphere, AIME (Asia Pacific Incentives and Meetings Event), is based in Melbourne. It’s a fantastic opportunity to showcase what we offer,” he highlighted.

Commitment to excellence

McClements said that financial incentives are also available for Indian organisers considering Melbourne. “We provide additional support on a case-by-case basis to make Melbourne an attractive choice,” he shared, emphasising that Melbourne’s value proposition lies not in competing on price but in offering a distinctive and enriching experience. On an optimistic note, he said, “Melbourne offers everything Indian delegates and organisers could wish for—a vibrant city, seamless logistics, and unforgettable experiences. With 26.7 million Indians expected to travel this year—equivalent to the population of Australia—the potential is immense. For Melbourne, this is just the beginning.”

 

 

 

 

 

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