AIME drew a record crowd to the Asia Pacific’s primary marketplace for business events.
The Asia Pacific Incentives and Meetings Event (AIME) 2026 drew record-breaking numbers to the Melbourne Convention and Exhibition Centre in Melbourne, Australia, this week. The event’s main message for the global meetings and events community? Growth and responsibility must go hand in hand.
Now in its 33rd year, the Asia Pacific region’s flagship business events trade show welcomed more than 5,000 attendees, including 1,500 vetted buyers and more than 750 exhibitors from 36 countries and territories — with South Africa, the United Arab Emirates and Uganda represented on the show floor for the first time.
“AIME 2026 is the biggest show our team has delivered to date, and the continued growth in buyers, exhibitors and international participation reflects the confidence our industry places in the event,” said Talk2 Media & Events CEO Matt Pearce at the official opening press conference. AIME is owned by Melbourne Convention Bureau (MCB) and managed by Talk2 Media & Events.
More than 25,000 pre-scheduled meetings took place over the course of the meeting, with organizers planning on the dealmaking this year building on the momentum of the more than $400 million in business generated by last year’s show, according to organizers. The growth also is an indication that AIME has grown beyond its roots as a regional showcase toward its goal of being positioned as the Asia Pacific gateway for global business event suppliers, from convention bureaus and venues to hotels, tech providers, production companies, airlines and cruise operators.
“AIME is now in its 33rd year and we are thrilled by the continued growth and success of the show,” said Julia Swanson, CEO of Melbourne Convention Bureau. “We are proud to be the leading business events trade show in the region and to provide an unparalleled opportunity for buyers and exhibitors to meet and generate business together.”
Sustainability Moves From Metrics to Mandate
Beyond scale, this year’s opening spotlighted progress on sustainability — an issue that remains front and center for planners facing increasing client and stakeholder scrutiny.
Pearce reiterated AIME’s commitment to the Net Zero Carbon Events initiative, including its milestone target of reducing emissions under its direct control by 50 percent by 2030.
“AIME signed up to the Net Zero Carbon Events initiative several years ago, with a milestone target of reducing emissions we can directly control by 50 percent by 2030. I’m pleased to share that we are well on the way to achieving that target,” he said.
A significant driver of that progress has been venue-related emissions reductions at the Melbourne Convention and Exhibition Centre, which Pearce described as “a significant component of what we can directly influence.” Organizers indicated that AIME’s next phase will move beyond measurement toward collective action, encouraging partners and suppliers to align around shared 2030 and 2050 targets.
Knowledge as Competitive Edge
AIME’s opening day featured Knowledge Monday, the show’s professional development program, drawing more than 1,500 attendees. The 2026 “Expertise Matters!” theme reflected a deliberate emphasis on credibility and strategic influence in a volatile global environment.
The program included 20 breakout sessions across five content streams that aligned with broader industry trends: as booking windows tighten and economic signals fluctuate, planners are being asked to deliver not just logistics, but strategic value.
Australia’s tourism leaders also appreciate AIME’s ability to showcase its meetings destinations. “Events like AIME are so valuable for putting Victoria and Australia’s business events offering on the world stage with planners and decision makers,” said Tourism Australia Managing Director Robin Mack. “At Tourism Australia we are very passionate about business events and we have a vast program of work to market Australia as a world-class business events destination and convert demand with our partners like Melbourne Convention Bureau.”
The trade show ran February 10–11 with enhanced zoning, expanded networking areas and an enlarged Ideas Academy presented by Spice magazine. A robust lineup of co-located events — including ICCA’s Regional Business Exchanges and Bid Workshop, the AIPC Summit, SITE and PCMA networking events, and the Australian Business Events Association Leaders Forum — further signaled AIME’s commitment to taking an ecosystem approach.
When it comes to global market signals, this year’s AIME indicated that international appetite for in-person business remains high, and expectations around environmental accountability are also still on the rise.
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