Melbourne is positioning itself as a leading destination for incentive travel, capable of hosting groups ranging from tiny leadership retreats to massive international gatherings, according to industry leaders who recently convened at the ‘Australia Next’ showcase.
Julia Swanson, CEO of the Melbourne Convention Bureau (MCB), emphasized the city’s versatility. “Melbourne is a very well-rounded destination that can cater for a lot of different markets,” she said. “We’re a large city, urban, very sophisticated, very multicultural and so we really cater for people from all different backgrounds and size and scale.” The MCB has successfully managed events as intimate as 20 attendees and as large as 16,000, hosting five waves of the Amway China incentive program – Australia’s largest incentive group to date.
Accessibility is a key advantage for Melbourne, with direct flights from major Asian hubs streamlining travel for large groups. Swanson highlighted China, India, and Singapore as core markets, while also noting growth from Southeast Asia, specifically Kuala Lumpur, Indonesia, and Vietnam, as air capacity increases.
However, the demand for incentive travel is evolving. Swanson noted a shift away from traditional sightseeing tours towards more immersive and unique experiences. “People are wanting really immersive experiences,” she said. “They want things that are different, and they want things that are new.” She stated that the era of “long bus tours and sightseeing” is largely over, with a growing focus on creating memorable and emotionally resonant programs.
Experiences like riding the Puffing Billy steam train through the Dandenong Ranges, hot air ballooning over the Yarra Valley, and private wildlife encounters at Phillip Island are proving particularly popular, offering opportunities unavailable in many delegates’ home countries. Melbourne’s diverse culinary scene is also a draw, with attendees seeking adventurous and unique dining experiences.
The city’s ability to blend urban sophistication with access to natural attractions is a significant asset. “People love getting out and experiencing Australian wildlife,” Swanson said, “but they’re also quite inspired by urban, sophisticated city experiences.” Melbourne offers a 24-hour environment with a vibrant arts, culture, and events scene, including the Australian Open, Formula One Grand Prix, and a year-round calendar of festivals.
A recent media lunch hosted during ‘Australia Next’ exemplified this approach to experience design. Held at the Arts Centre Melbourne’s Playhouse, the event transformed a working theatre into an intimate dining space. Guests were greeted by a performance before being seated at a table lowered from the ceiling onto the main stage, with dancers and live performances unfolding throughout the meal. The event was designed to showcase Melbourne’s creative potential and encourage planners to move beyond conventional incentive formats.
Swanson also highlighted a growing emphasis on wellbeing and balance in incentive travel programs, a trend accelerated by the COVID-19 pandemic. Victoria’s wellness offerings, including Peninsula Hot Springs and the mineral baths of Daylesford, are increasingly being incorporated into itineraries, allowing delegates to combine action-packed activities with opportunities for relaxation and rejuvenation.
“Melbourne’s strength, is its depth,” Swanson said. “It’s big enough and there’s enough diversity that every time people come back, there’s something new to see and do.” She added that incentive travellers often return to Melbourne for leisure travel, drawn back by their positive experiences.
