AIME Expects to Set New Records with its 2025 Event

The Asia Pacific Incentives and Meetings Event (AIME) opened today its 2025 event that it hopes will break through with its size, number of buyers, exhibitors and attendees.

Over three days AIME will host more than 640 buyers from around the world, welcome more than 4500 attendees and 675 exhibitors from various business events sectors from around Asia Pacific and the world.

Held at the Melbourne Convention and Exhibition Centre (MCEC), there will be more than 200 new exhibitors attending AIME 2025, along with two new international pavilions, Singapore and Thailand, joining 30 countries and territories represented at the event.

“This year, we’re proud to welcome not just AIME but also UFI, ABEA, AIPC and a number of industry associations under the same roof. MCEC is the perfect venue for events of this scale and is truly the epicentre of the business events industry this week,” said Melbourne Convention and Exhibition Centre Chief Executive, Natalie O’Brien AM.

There will also be 170 hosted international buyers from New Zealand, Europe, UK, South-East Asia, North Asia, India, South America, USA, and Canada and more than 470 domestic buyers - with 3 in 4 hosted buyers attending AIME for the first time.

These figures follow the overall growth from 2024 - where more than $330 million of business was forecast to be traded between exhibitors and buyers in the 12 months following  - and cements AIME as the leading event for the international business events community in the Asia Pacific region.

The event is owned by Melbourne Convention Bureau (MCB) and managed by Talk2Media & Events and this will be the fourth show delivered by AIME Event Director Silke Calder and her team.

With more than 20,000 meetings taking place across AIME - including more than 15,000 meetings pre-scheduled between highly vetted buyers and matched exhibitors - the expanded showfloor will be the place where the business events world meets in Asia Pacific to do business.

An official press conference launched AIME 2025 this morning featuring Matt Pearce, CEO Talk2 Media & Events; Julia Swanson, CEO, Melbourne Convention Bureau; and Phillipa Harrison, Managing Director Tourism Australia.

  
(L-R Matt Pearce CEO Talk2 Media & Events, Julia Swanson CEO Melbourne Convention Bureau, Silke Cader AIME Event Director)

Talk2 Media & Events CEO Matt Pearce announced that AIME 2025 will be the largest show the team has produced, building upon AIME 2024 that was the largest AIME in a decade. There will be 100 more exhibitors than last year as well as the largest contingent from New Zealand to ever attend AIME.

“AIME is about more than just impressive numbers. It's about creating an experience that exceeds expectations, fosters meaningful connections, and drives the business events industry forward. And this week Melbourne and AIME truly is where the business events world meets in Asia Pacific.”

Pearce also announced the Knowledge Program has experienced five-fold growth over the past years - from a program with just a few hundred participants pre-COVID to more than 1500 people today.

MCB CEO Julia Swanson launched Melbourne Convention Bureau’s ‘The Positive Impact of Business Events Report’, which highlights the immense value that business events deliver to Victoria. The report features case studies from business events in Melbourne over the past decade, demonstrating the many ways in which these events have contributed to the Victorian economy as well as having far reaching impacts in terms of technological advancements, community involvement and lasting legacies of change.

“As demonstrated in our new Positive Impact of Business Events report, the value that business events bring in inspiring change, fostering social connection, driving economic growth, and creating enduring legacies is undeniable. Business events are transformative, both for everyone involved and the cities they take place in, and this report presents a fantastic opportunity to highlight the many advantages that decades of events have had on Melbourne and Victoria.”

AIME’s Knowledge Program is the launchpad for the global events industry to come together for learning and development. More than 1500 people are registered to attend Knowledge Program sessions held today (Monday 10 February) at Plenary at MCEC.

AIME’s 2025 Knowledge Program is themed “We Matter!” and focuses on the global business events industry as a powerful driver of economic growth. Two keynote speakers will open the day: former Chief Technology Officer of Lonely Planet Gus Balbotin (brought to you by ICMI) and neuro-performance scientist and best-selling author Dr Kristy Goodwin (brought to you by Ovations! Speaker Bureau).

This year the Knowledge Program will feature a new panel discussion, Global Insights and Business Outlook for 2025, featuring Carina Bauer, Chief Executive Officer - IMEX Group; Senthil Gopinath, Chief Executive Officer - International Congress and Convention Association (ICCA); Tim Groot, Chief Executive Officer and Founder – Grip; and Sven Bossu, Chief Executive Officer at AIPC.

Curated by El Kwang and BEAMexperience with the support of an Advisory Committee consisting of eight industry leaders from the APAC region, the Knowledge Program continues with 20 breakout sessions with topics that range from nurturing emerging talent and harnessing AI to safeguarding creativity and understanding the impact of consumer experience on event outcomes.

Concluding AIME’s first day, the eagerly anticipated Welcome Event will be held this evening (Mon 10 Feb) at il Mercato Centrale in Melbourne’s city centre. Themed the AIMalfi FESTA, more than 2000 people will experience the interactive Italian artisan food market that’s been transformed into the Amalfi Coast exclusively for the AIME Welcome Event.

The AIME trade expo takes place on Tue 11 and Wed 12 Feb. In 2025 AIME will have extended opening hours to allow hosted buyers and visitors more time to meet with exhibitors. AIME opens at 8.30am on both days and runs until 6pm on 11 Feb and closes at 5pm on 12 Feb.

The International Association of Convention Centres will be holding AIPC @ AIME 2025, a half-day summit for convention and exhibition centre executives, at MCEC on the final day of AIME, Wed 12 Feb.

Tourism Australia Managing Director Phillipa Harrison has said: “AIME remains a key opportunity for global buyers to connect with the Australian industry, and to experience first-hand Australia’s exceptional business events offering. We congratulate MCB and Talk2 Media & Events on a record-breaking AIME this year, and for the event’s role in encouraging international buyers to choose Australia for their next business event.”

In 2025, for the first time the global exhibitions association UFI will co-locate its 2025 Asia-Pacific Conference in Melbourne, holding it at MCEC following AIME on 13-14 Feb.

The AIME Leaders Forum hosted by the Australian Business Events Association will take place on the morning following AIME, 13 Feb.

Follow all the developments of this journey here