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WHY EVENTS LOVE MELBOURNE

Melbourne is the events capital of Australia. In Victoria, events live beyond a venue - they spread life and colour throughout a community.

The key to a successful event legacy is the lasting connection between the event, the host city and the community.

At Visit Victoria, we are uniquely positioned to bring together the best people, venues and partners with a proven foundation for event planning and execution. That's why events choose Melbourne.

For rights holders, a partnership here means accessing the world’s best venues, access to dedicated marketing and communications teams that assist in promoting your event, an experienced and integrated events network, a proven track record of delivering successful events and a genuine enthusiasm for bringing to life new concepts, unlike anywhere else.

We are event specialists in: Sport, Visual Arts, Creative Arts, Culinary, Fashion and Retail.

A Ready-Made Events Market

Melbourne has proven itself as an outstanding host of quality international events over many decades. Major events are well organised, well-resourced and well marketed.

‘Melburnians’ are renowned for their passionate support of major events and few places in the world can equal Melbourne’s event appetite. Due to the depth and breadth of offerings, Melburnians expect – and get – the best quality events, venues and entertainment.

International events in Melbourne have resulted in spectacular attendance records, drawing crowds from around Australia and overseas as well as enthusiastic locals.

Visitors and Population

Event owners find Melbourne commercially appealing, safe and secure because of its growing stream of diverse savvy visitors with high disposable incomes, providing ease of entry into the Asia Pacific market.

  • 11 million visitors annually (domestic and international).
  • 4.08 million population in Melbourne.
  • 5.554 million population in Victoria.
  • Blend of peoples and cultures from 200 countries.
"To see a whole city come alive, as Melbourne does,makes you appreciate why this is one of the world’s greatest major event destinations."
Peter Bingeman, Visit Victoria CEO

Venues in the Heart of the City

Melbourne offers event owners a stunning backdrop for major events, whether it’s in the heart of the city or in Victoria’s diverse regions. Melbourne boasts six international standard sporting venues, including the Melbourne Cricket Ground (MCG), within easy walking distance of the city and is Australia’s cultural capital with a regionally unrivalled theatre district attracting the very best productions to the city.

Aerial Victoria Day

Reliable and Accessible

Melbourne’s efficient transport network has never been made easier and more affordable for visitors to make their way around the vibrant city.  

  • 24-hour public transport available all weekend with the largest tram network outside of Europe, including a free tram zone in the city centre.  
  • Two international curfew-free airports - Tullamarine and Avalon Airports.
  • Largest air and seaports in Australia.
  • The perfect walking city - between venues, hotels and restaurants.
Major Events Reliable And Accessible Tram

The Visitor Experience

Melbourne is one of the world’s most liveable cities - a stylish, sophisticated and dynamic city with hidden laneways and arcades offering vibrant shopping, bars, restaurants and live music venues for visitors to discover. Home to a rich calendar of sporting and cultural events, the city boasts a lively atmosphere all year-round.

Visitors are encouraged to discover the diversity and beauty of Victoria with trips to the iconic Great Ocean Road, world-class wineries, championship golf courses, natural hot springs and spectacular beaches and coastal villages.

Highlights:

  • Melbourne – Culture, Laneways, Gardens
  • Great Ocean Road – Bells Beach and Twelve Apostles
  • Phillip Island – Little Penguins
  • Yarra Valley – Wine Region
  • Daylesford – Australia’s Spa Capital
  • Mornington Peninsula – Seaside Villages


Our Partnership Promise

  • A holistic and agile partnership approach with the ability to tailor-make solutions for every event.
  • An assigned Event Marketing Relationships Manager, providing you with continued access to experienced event professionals with extensive stakeholder networks and a committed government.
  • A well-resourced and experienced marketing team that will explore the very best collaborative opportunities to drive higher reach and event attendance.
  • Dedicated public relations support, committed to amplifying your communications efforts in Melbourne.
  • Unrivalled access to the digital assets and marketing channels of Visit Victoria, driving event awareness and attendance.