Earlier this month, Melbourne played host to AIME (Asia Pacific Incentives and Meetings Event) 2025—it’s been called the “IMEX of APAC” —at Melbourne Convention and Exhibition Centre. The event broke previous records by drawing over 4,500 attendees and 675 exhibitors, all while leveraging an AI-powered meeting matching platform that’s been fine-tuning business connections at AIME for three years.
Smart Meetings was there, and as part of a growing influx of international visitors—from American buyers to global industry leaders—I had the opportunity to speak with three key players in the region’s MICE industry: Robin Mack, executive general manager for commercial and business events at Tourism Australia; Julia Swanson, CEO of Melbourne Convention Bureau; and Matt Pearce, CEO of Talk2 Media & Events, which produces AIME. Their insights reveal not only how Australia is bouncing back post-pandemic, but also the trends and innovations they’re seeing across the meetings and events industry.
Australia Is Back
Robin Mack of Tourism Australia emphasized that, following the pandemic, the destination is rebounding robustly. “We’re back 100% on the spend we had pre-Covid for the sector. Overall, we’re about 76% back on numbers [of visitors], so we’re getting fewer people spending more when they come in,” he explained. That percentage is expected to climb; Mack also noted, “The outlook we’re hearing from our industry is super positive—incentives and associations are driving a healthy pipeline with wins already lined up out to 2029.”
Read More: The World Is Open for Business
When asked what makes Australia unique as an incentive destination, Robin pointed to the There’s Nothing Like Australia campaign. “It sets us apart from other destinations. One of the key selling points is our natural environment—you can be in a bustling city and still be minutes away from expansive natural wonders. For instance, in Far North Queensland you’ve got the Great Barrier Reef alongside the world’s oldest living rainforest. This kind of diversity, combined with excellent connectivity and competitive pricing, really gives you a sense of place that’s hard to match.”
When asked about headwinds facing the business events sector in Australia, he remarked, “I think the challenges we had have been overcome. Aviation is returning, and for the U.S. market, we’re now seeing connectivity improvements with direct links from Dallas, L.A. and San Francisco into Brisbane, Sydney and Melbourne. With new long-range aircraft on the horizon, the future looks very bright.”
Melbourne: A World-Class Destination
Julia Swanson of Melbourne Convention Bureau highlighted how the city differentiates itself on the global stage. “We really are a significant international player within the Asia Pacific region,” she said. “Our bureau is a full-service partner that goes beyond simply providing venues. We build deep connections across sectors—from health and science to business and engineering—and bring in keynote speakers, policymakers and subject matter experts to support every event from the bidding stage through to execution.”
Discussing the trends shaping the industry, Swanson noted the increasing importance of sustainability and innovation. “Sustainability is at the forefront. We focus on low environmental impact by leveraging our convention center’s 6-star Green Star rating [Note: MCEC was the first convention center globally to attain this level of environmental sustainability] and promoting walkable, transit-free event options. Moreover, the use of AI for business matching, like with the Grip platform that’s been running for three years, is transforming how meetings are scheduled and ensuring that every connection is meaningful,” she explained.
Read More: Sustainability Tools for Easier Green Planning
The AIME Advantage: Making Every Connection Count
Matt Pearce of AIME shed light on what sets the event apart. “AIME has established itself over its 32-year history as the place where Asia Pacific meets,” he stated. “While IMEX might be in [America’s] backyard, people still travel from Europe and beyond because they know the value and distribution opportunities that IMEX brings to the table. It’s the same with AIME.”
When discussing how AIME fosters meaningful connections, Pearce explained, “We’re not just about hitting vanity statistics, like 20,000 meetings. It’s about ensuring the right people are meeting for the right reasons. With our AI-driven platform, we go behind the scenes to fine-tune every match. We’re not a transactional sale—it’s about building relationships that lead to real business outcomes.”
On the emerging trends, he shared these thoughts: “It used to be all about value for money, but now it’s value for time and personal development. People expect their time at a show to yield not just business opportunities but also meaningful professional growth.”
That professional growth should also come with efficiency and sustainability in mind. Pearce said, “There’s also a growing trend toward scheduling multiple, complementary meetings—maximizing travel efficiency without necessarily increasing your carbon footprint.” It’s a trend AIME jumped on this year; Pearce told me at the time, “So this week, we have AIPT (Australian Institute of Personal Trainers), and there is also UFI, which is the International Exhibition Association. They have their Asia Pacific Congress here on Thursday and Friday. That was deliberate because there is a group of people who cross over, so they can come to AIME, they can go into AIPT and they can go to UI.”
Wrapping Up
The insights from Mack, Swanson and Pearce underscore a pivotal moment for Australia’s business events industry. With robust recovery, innovative technology and a strong focus on sustainability, AIME 2025 is more than just an event—it can be used as a blueprint for the future of global meetings. As Australia maintains its status on the international stage, planners now have a wealth of lessons and trends to guide them in crafting events that are engaging, efficient and forward-thinking.
Whether it’s harnessing AI for smarter meeting matching or capitalizing on Melbourne’s unique blend of urban connectivity and natural beauty, the takeaways from AIME 2025 are clear: the business events landscape is evolving, and Australia is among those leading the charge.
