Disha Shah Ghosh - Mumbai Cricket has always been a draw for Indians visiting Australia. Julia Swanson, Chief Executive, Melbourne Convention Bureau, spoke to Disha Shah Ghosh about Melbourne being a melting pot of events in Australia, and securing incentive groups for Boxing Day Test Match.
Q. What role does MCB play in terms of supporting inbound MICE movement into Melbourne?
The Melbourne Convention Bureau has extensive knowledge of the destination and can advise planners on the best activities, attractions, and accommodation to include in an incentive program in Melbourne and regional Victoria. We’ve been doing this for over 50-years. Our team collaborates closely with event planners to create bespoke itineraries and access to exclusive experiences ensuring that every detail is meticulously arranged to ensure delegates take part in a programme that is truly interactive, engaging and memorable.
Whether it’s a group of 20 or 2,000-plus, MCB provides free advice and assistance, supplier recommendations for over 130 business event vendors, help with site inspections, and to facilitate a smooth international experience, we also offer information about customs and immigration procedures. And depending on the size of the group and number of nights spent in Melbourne, MCB can offer financial incentives to planners.
Q. At a time when the MICE movement from India is seeing a steady surge, how are you working on securing incentive groups from India for the Boxing Day Test Match 2024?
Melbourne is Australia’s events capital. With its year-round calendar of vibrant events, there’s always something to see and do in the city and the regions. Now in its fourth decade, the Boxing Day Test Match takes place every year from 26th December (Boxing Day) to 30th December. Regarded as pinnacle of cricket in Australia and an absolute bucket-list item for the cricket and sporting enthusiast, this year’s Boxing Day Test promises to be the hottest cricket ticket in town as Australia vs India. The last time India played at the Melbourne Cricket Ground (MCG) was 2020, and the ICC T20 World Cup in 2022 saw roughly 20,000 Indians travel to catch the action. We see several corporates planning their incentive and MICE groups to include sporting events and this year’s Test is guaranteed to be a highlight for incentive event planners and bound to attract several Indian cricket enthusiasts.
Q. Cricket has always been a pull factor for the Indian market. How are you combining cricket with the overall leisure in Melbourne experience for bleisure travellers?
Cricket enthusiasts are always in for a treat in Melbourne because of the iconic MCG, or as locals call it ‘The G’. Fans can take an exclusive behind-the-scenes tour of the stadium and visit the interactive Australian Sports Museum within the MCG. MCG Events Indian chef Naman Kochar can whip up an Indian spread for MICE events catering to groups of various sizes overlooking the MCG arena. MCB can assist in organising it this exclusive dining experience.
Our city is renowned for its exciting food and drink scene, quirky laneways, street art, and the world’s best coffee. A short drive out of the city, delegates can experience stunning landscapes, native nature and wildlife, and award-winning wineries.
The Great Ocean Road is one of the most scenic driving routes in the world with stunning coastal beauty. Here, delegates can see the 12 Apostles and even take a helicopter ride.
Come face-to-face with Australia’s famous little penguins as they make their way home from the sea, a phenomenon that takes place only in Phillip Island in Victoria. Only 90 minutes from Melbourne, Phillip Island Nature Parks is a multi-award-winning ecotourism organisation. Home of the world-famous penguin parade with new eco viewing options, Phillip Island Nature Parks also operates other attractions, including the Koala Conservation Centre, Churchill Island Heritage Farm and the Nobbies Centre situated on rugged ocean cliff tops.
Step back in time to Victoria 1850s gold rush era at Sovereign Hill which offers several group experiences such as gold panning and underground goldmine tour.
No trip to Victoria is complete without a visit to a vineyard in the Yarra Valley. With over 80 wineries to choose from within the region, make sure Rochford Winery is top of the list. Not only will you taste some of the most highly awarded Australian wines and enjoy a delectable meal at a vineyard restaurant, Rochford offers immersive incentive team building activities from barrel rolling, wine blending or stomp on grapes and be a part of the wine making process.
And while you’re in the Victoria’s regions, groups can ride on Australia’s oldest running steam train, Puffing Billy or experience gourmet menus and stunning views on the Q Train.
There’s so much more to see and experience in Melbourne and beyond.
Q. How are the F&B offerings in Melbourne being weaved in your tourism promotion plan?
Melbourne is a melting pot of gastronomy with the plethora of food and drink options available in the city and surrounds. The city is home to some of the world’s best restaurants offering a rich diversity of cuisines that appeal to delegates of all backgrounds. With an abundance of restaurants, food tours, and interactive culinary experiences, delegates have the opportunity to indulge in the city’s renowned gastronomic offerings. Moreover, the city has several offering an array of Indian cuisine options, internationally acclaimed chef Jessi Singh’s Daughter in Law is fast becoming a Melbourne favourite. Located in the one of the city’s iconic laneways is a unique experience and offers an extensive menu.
Q. Which are some of the iconic venues in Melbourne to host a variety of MICE events?
Melbourne proudly has the highest number of conference venues in the country, all conveniently situated in the city centre. The Melbourne Convention and Exhibition Centre (MCEC) is a premier choice, with over 197,000 square meters of conference space available in the convention district. In addition to MCEC, there are more than 80 distinctive venues within Melbourne’s city centre, offering a diverse range of options for unique events from CENTREPIECE at Melbourne Park home of the Australian Open, to Showtime Events Centre situated along South Wharf Promenade, parallel to the Yarra River and gazing over the Melbourne city skyline and the Melbourne Showgrounds – this large and versatile venue where MasterChef Australia is filmed, offering unique and flexible indoor and outdoor spaces to name just a few. The possibilities are vast, accompanied by top-notch cuisine, entertainment, and service.
Q. Please comment on the connectivity to Melbourne in terms of flights and visas ?
Melbourne is well-connected to India with 11 weekly direct air services to Melbourne from Delhi and Mumbai on Air India and from Delhi on Qantas Airways. Premium airlines like Singapore Airlines, Malaysian Airlines and Sri Lankan Airlines also have excellent one-stop connections. The Australian visa application process for Indians is the best in class with faster turnaround times and completely online processing (no need to handover the physical passport). MICE groups are offered a single window service with more efficient processing. There has never been a better time for Indian groups to travel to Melbourne.
