AIME Closes Today Marking a Grand Prospect for Future Tourism Surge in Melbourne

Today, Wednesday, 11 February 2026, the Melbourne Convention and Exhibition Centre (MCEC) pulses with a unique energy as it hosts the final day of the Asia Pacific Incentives and Meetings Event (AIME 2026). As the premier trade show for the business events industry in the region, this year’s gathering has not only met expectations but shattered previous records, cementing its status as the most influential platform for networking, education, and professional growth.

A Record-Breaking Gathering in Melbourne

The scale of AIME 2026 is truly unprecedented. This edition stands as the largest AIME to date, a testament to the resilient and thriving nature of the global meetings and incentives sector. The Melbourne Convention and Exhibition Centre has been transformed into a global village, featuring over 750 exhibitors hailing from 36 countries.

With more than 5,000 attendees navigating the floor, the sheer volume of human capital present is staggering. However, the true value lies in the structured connections being made. Across the three days of the event, over 25,000 pre-scheduled meetings between vetted buyers and exhibitors have been conducted. These face-to-face interactions are the engine room of the industry, driving future contracts and fostering long-term international partnerships.

Expertise Matters: The Driving Philosophy

At the heart of the 2026 program is the central theme: “Expertise Matters!” This directive has shaped every discussion and keynote, moving the conversation beyond mere logistics toward strategic influence, credibility, and leadership. In an era of rapid technological change and shifting global priorities, AIME 2026 emphasizes that the human element—specialized knowledge and professional authority—remains the most valuable currency in the business events industry.

The Final Day Itinerary: Wednesday, 11 February

The concluding day of the event offers a packed schedule designed to maximize every remaining minute of the trade show.

• 07:45 AM – 09:00 AM: The morning began with the ICCA Oceanic Members Breakfast Meeting. This by invitation only session provided a private forum for regional leaders to discuss high-level strategies.
• 08:30 AM – 05:00 PM: The AIME Trade Show Floor remains fully operational, facilitating the final round of pre-scheduled business meetings.
• 09:30 AM – 04:00 PM: The Ideas Academy on the Floor (presented by Spice) continues its run, delivering fast-paced, high-impact learning sessions.
• 04:05 PM – 04:15 PM: A Final Networking Session & Group Photo will take place on the exhibition floor to commemorate the success of the week.
• 04:15 PM – 05:00 PM: The event concludes with a Closing Address, featuring Reflections & Awards Presentation to honor the standout contributors of the year.

Global Reach and Sustainability

A significant highlight of AIME 2026 is its expanding global footprint. This year welcomed new exhibitors from diverse regions, marking the first-time participation of countries such as South Africa, the United Arab Emirates, and Uganda. This expansion signals the growing importance of the Asia Pacific market to the African and Middle Eastern sectors.

Furthermore, the event has doubled down on its environmental responsibilities. AIME 2026 is a proud participant in the Net Zero Carbon Events initiative. This commitment includes a rigorous 2030 target to reduce direct emissions by 50%, ensuring that the future of large-scale trade shows is both economically and ecologically sustainable.

The Ideas Academy: Innovation Presented by Spice Magazine

For the third consecutive year, Spice magazine has presented the Ideas Academy on the Floor. This dedicated space on the Exhibition Show Floor is designed for short, accessible talks that provide “take-away” insights for all attendees. Simon Cooper returned as the MC for the program, bringing his signature energy to moderate panels featuring some of the industry’s brightest minds.

Morning Sessions: Digital Strategy and Culture

The day’s educational journey began at 09:30 AM with a session on Digital marketing for the events and incentive travel industry. This panel focused on how to drive traffic and destination visibility through integrated strategies. Expert insights were provided by:

• Robin Stafford, Founder of Half Eaten Donut
• Jacinta Simms, Managing Director of ENDURE Collective
• Rebecca Easterman, Director of PillowMINT

At 11:20 AM, the focus shifted to the internal health of organizations with Cultivating exceptional workplace culture to attract top talent. Karen Kirton, Managing Director of Amplify HR, addressed how a strong culture is the bedrock of business performance and talent retention.

Afternoon Sessions: Risk, Leadership, and Engagement

As the clock struck 12:15 PM, the Ideas Academy tackled one of the most critical aspects of modern planning: Managing risk: Strategies for running safe and stress-free events. A powerhouse panel of professionals shared their expertise on risk assessment and contingency planning:

• Kealan Coleman, Business Development Director at AV1
• Simon Lomas, Group Operations Manager for Spectapular Events
• Sarah Markey-Hamm, CEO of ICMS
• Simone Taube, Senior Sales Manager at CENTREPIECE at Melbourne Park
• Megan O’Toole, Head of Stadium Operations at Marvel Stadium

At 02:15 PM, the conversation moved to Visionary leadership: Harnessing event recruitment and fulfilling team potential. This session addressed the global skills shortage and how to identify the next wave of talent. Speakers included:

• Bonnie Hamilton, Managing Director of Apex Event Recruitment
• Oliver Sheer, Strategic Director at Be Challenged
• Sam Tooley, Stakeholder Engagement Manager – Tourism for Service and Creative Skills Australia (SaCSA)

Finally, at 03:15 PM, Belinda Meredith, Business Development Manager at Outstanding Displays, presented The power of pause: Keeping conference delegates focused and inspired. This session explored the delicate “balancing act” of providing high-quality content while allowing guests the breathing space necessary for deep information digestion.

Looking Ahead: The Transition to Wellington

As the Ideas Academy closes its doors for 2026 at 04:00 PM, the momentum does not stop. While many will celebrate the conclusion of AIME in Melbourne tonight, a significant contingency of international delegates will begin their transition to New Zealand.

These professionals are set to depart for the ICCA Business Workshop in Wellington, which runs from 12–14 February 2026. This seamless transition highlights the interconnected nature of the Oceanic business events circuit.

AIME 2026 has proven that when the industry gathers under the banner of Expertise Matters!, the results are transformative. Melbourne has once again served as the perfect backdrop for an event that defines the future of global business engagement.

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