On 24 March, Business Events Victoria delivered the final session of the “Position for Growth with the MICE Market” workshop, in collaboration with Tourism Midwest Victoria and Melbourne Convention Bureau (MCB) for regional industry.
What stood out most was the mix in the room — from operators already active in business events, to those just beginning to explore what this market could mean for their business. The common thread? A strong appetite to better understand the opportunity and how to unlock midweek demand.
Business events continue to present a high-value growth pathway for regional Victoria, helping drive yield, dispersal, and year-round visitation. But success in this space goes beyond having capacity. It’s about being market-ready, understanding planner expectations, and packaging your offering in a commercially compelling way.
There was strong engagement from operators looking to diversify into business events, along with valuable peer conversations and networking throughout the session.
We’re focused on supporting industry to take the next step — from awareness to action — by:
• Strengthening MICE readiness
• Developing bookable, competitive offers
• Connecting businesses to lead generation opportunities
If you’re looking to grow your midweek business and tap into the business events market, we’re here to support you.
We look forward to continuing the journey with regional industry.
