Events Deliver Economic, Social, and Environmental Impact in Melbourne, Geelong, and Beyond

MCEC

Melbourne’s vibrant event scene has long been a key driver of the city's economy, and new developments in the region continue to bolster this thriving industry. The Melbourne Convention and Exhibition Trust (MCET), which oversees the iconic Melbourne Convention and Exhibition Centre (MCEC) and the upcoming Nyaal Banyul Geelong Convention and Event Centre, has released its Annual Report and Impact Report, revealing the transformative role events have played in shaping Victoria's economic, social, and environmental landscape.

Driving Economic Impact

In the 2023-24 financial year, MCET generated a staggering $777 million in economic impact for the state of Victoria. This contribution was fueled by a bustling calendar of 720 events hosted at MCEC, which welcomed 3.2 million visitors—a significant 23% increase from the previous year. High-profile events such as the ASEAN Commemorative Summit, the Lions International Convention, the largest AIME (Asia-Pacific Incentives and Meetings Expo) in a decade, and the BBC Earth Experience, which debuted at MCEC after its world premiere in London, were among the standout events that showcased the centre’s capacity to attract global attention and drive economic growth.

Melbourne’s events scene is not just about the big-ticket events. Every conference, trade show, and convention helps to support local businesses, from hotels and restaurants to transportation and retail. By hosting over 700 events annually, MCEC plays a crucial role in keeping Melbourne’s hospitality and tourism sectors thriving, which in turn supports thousands of local jobs.

Sustainability at the Forefront

In line with its commitment to sustainability, MCEC has implemented several groundbreaking environmental initiatives. One of the centre’s most notable achievements was the introduction of a returnable coffee cup program, which served over 894,000 delegates using reusable stainless-steel cups. This initiative helped prevent thousands of disposable cups from ending up in landfills, marking an important step towards MCEC’s broader sustainability goals.

In addition, MCEC completed a carbon emissions inventory that accounts for Scope 1, 2, and 3 emissions, going beyond direct operations to include emissions from its entire supply chain. With this data, the venue has set a clear roadmap to achieve net zero emissions by 2050, aligning with its overarching sustainability strategy. This includes a commitment to waste reduction, energy efficiency, and the promotion of sustainable practices across the value chain.

Social Responsibility and Community Support

MCET’s impact extends far beyond environmental initiatives. MCEC has long supported Australian charities and community organizations, and the 2023-24 year was no exception. The centre celebrated a decade of support for the Good Friday Appeal and OzHarvest, with workplace giving increasing by an impressive 297%. These efforts ensure that MCEC continues to give back to the community and support those in need.

Moreover, the construction of the Nyaal Banyul Geelong Convention and Event Centre stands as a model for social procurement. Project partners have established a gold-standard program that provides fully funded training for 28 apprentices and trainees, many of whom have faced barriers to employment. These initiatives not only benefit the individuals involved but also contribute to a more inclusive and equitable workforce.

The Cultural Impact of Nyaal Banyul

In Geelong, the development of the Nyaal Banyul Convention and Event Centre is a milestone for both the region and the broader Victorian events landscape. This exciting new venue, set to open in the coming years, represents a collaboration with Wadawurrung Traditional Owners to create a space that celebrates the rich cultural heritage of the region. The award-winning brand identity for the venue was inspired by the Wadawurrung Country’s landscapes and heritage, ensuring that the venue’s design and mission reflect a deep respect for the Traditional Owners and their ongoing connection to the land.

A Bright Future for Events in Victoria

MCET’s achievements over the past year highlight the critical role that events play in the growth and prosperity of Victoria, from economic impact and sustainability to community engagement and cultural celebration. As Chief Executive Natalie O’Brien AM explains, “We’re proud of the innovative sustainability programs we’ve implemented at MCEC, as well as the progress we’ve made in Geelong, in collaboration with our project partners and Wadawurrung Traditional Owners. We look forward to continuing to make a positive impact in the communities we serve.”

Looking forward, MCET remains committed to shaping a future where events not only drive economic growth but also contribute to a better, more sustainable world. With plans for further expansion and continued focus on accessibility, sustainability, and community impact, the future of Victoria’s event scene is bright.

As Minister for Tourism, Sport and Major Events Steve Dimopoulos adds, “MCET plays a key role in our booming visitor and events economy, which keeps our hotels and hospitality venues thriving and backs local businesses and jobs.”

The work being done at MCEC and the Nyaal Banyul Geelong Convention and Event Centre is setting a new standard for the industry, and Victoria’s event sector is poised for even greater success in the years to come.