Melbourne Convention Bureau CEO: My AIME Memories
17 January 2024 • AIME News
Melbourne Convention Bureau CEO Julia Swanson shares her most treasured AIME memories, and what she is looking forward to most in the lead up to the 2024 show.
When was your first AIME, and what made it memorable?
I’m guessing it was around 2001 as a visitor, and not long after I became an exhibitor. So over 20 years of being involved. AIME 2020 was my first one as Melbourne Convention Bureau CEO. We managed to sneak it in just before COVID. I’ve thoroughly enjoyed seeing AIME take the lead on kickstarting the industry’s recovery in 2022, and then taking it to a new level in 2023. It has a new energy and we’re delighted to see the show floor grow again for 2024.
The sense of community amazed me. It really is the one place the whole business events industry gets together. We collaborate, do business and have fun too. Life-long business connections and friendships are formed there.
What are some of your most memorable AIME moments over the years?
I always remember each AIME by the Welcome Event. I love how every year it’s different and how that reflects the diversity that Melbourne offers. Both in terms of venues and experiences.
2012 at the Melbourne Pavillion was a highlight. An unconventional venue with a non-descript exterior, but then you opened a door and wow! What an impressive event! A very Melbourne experience, a bit like opening a door in a laneway to reveal an amazing bar. I also remember 2014 at Birrarung Marr was amazing. ‘Pop Up Melbourne’ was the theme and everyone enjoyed the perfect summer weather overlooking the city.
And of course, AIME 2023 celebrating 30 years on the grounds of Marvel Stadium is hard to beat. There was so much energy in the air that evening. A dance floor was set up on the field, with sofas for people to relax under the stars. Everyone danced the night away to top hits from the last 30 years – it was so much fun!
What has your relationship with AIME been over that time? How has it evolved as CEO of Melbourne Convention Bureau?
I started off in the hotel industry and then just became more and more passionate over time. From a visitor, to an exhibitor and now as CEO of Melbourne Convention Bureau. AIME has really seen me through a few chapters in my career.
AIME is now the foremost business events trade show in the Asia-Pacific region. This is a significant testament to the longevity and legacy of the show and its importance to the global business events industry.
For close to a third of a century, as owners of AIME, Melbourne Convention Bureau has been bringing the business events industry together, building connections and sharing knowledge at AIME, right here in Australia’s events capital, Melbourne.
We’re proud of Melbourne Convention Bureau’s involvement as a key player in the growth of the business events industry through AIME.
Just like the Australian Open is the first tennis grand slam of the year, AIME is the first international trade show of the business events sector. And we are delighted to kick start the international calendar for 2023.
What role does AIME play in business events across Victoria?
AIME builds connections, supports knowledge sharing and drives commercial outcomes. Not just for us here in Victoria, but for the wider Asia Pacific Region.
Deals done on the show floor last year have been valued at $200 million. We expect the 2024 event to top that.
Now in its 31st year, excitement is building for AIME 2024. The 2024 show will bring over 600 qualified hosted buyers to Melbourne. All of whom are ready to do business with our venues, organisers, hotels and the whole supply chain.
It’s one of the reasons why AIME is one of the most trusted shows in the Asia Pacific Region. The Uncover Melbourne Program connects hosted buyers and media with the city’s best business events suppliers.
Why is AIME the leading event in the Asia Pacific region?
I think the awards speak for themselves. When AIME earned the coveted accolade, Best Exhibition or Trade Show at the 2023 Australian Event Awards & Symposium earlier this year, we were delighted. And that’s on the back of winning Australian Event of the Year and Australia’s Best Congress, Conference or Exhibition in 2022.
In true Melbourne style, AIME continues to innovate, listen and look for ways to improve. With a focus on connecting high quality buyers with the right exhibitors to generate real results.
What does the future hold for Melbourne Convention Bureau in 2024 and through to 2030?
Melbourne is looking forward to welcoming 96 events in 2024. This includes 9 large hero events, such as the International Congress of Biochemistry and Molecular Biology (UBMB2024) and 19th World Congress on Menopause. Also in 2024 we will be welcoming the Lions International Convention, projected to attract more than 13,000 delegates from over 100 countries across the globe. Conventions of this size create huge economic contribution – this one event alone will generate over $84M to the Victorian economy and will have hundreds of side events.
Longer term, Melbourne has 133 international and national business events confirmed from now until 2030. These events are worth more than $698million and expected to attract close to 137K delegates filling over 365K room nights. This is enough to fill the city 15 times over! In 2025 alone, we’re expecting over 10,000 delegates arriving for Amway China Leadership Seminar and will welcome more than 1,000 to the World Chambers Congress.
Right now, we’re managing $3.4 billion worth of international event leads that have the potential to contribute 1.8 million room nights for the hotel and accommodation sector and support 40,000 jobs across various sectors.
What are you most looking forward to about AIME 2024?
I’m looking forward to the business events industry starting a new chapter under ABEA (Australian Business Event Association). It’s been years in the making. We now have one industry body that can unite the sector under one umbrella, which I am thrilled about. With a strong focus on research, advocacy, education, industry development and community. AIME 2024 is the first time we will have ABEA taking a lead role and we can all work collectively to grow the sector and ensure its value is recognised across Australia and internationally.