Bigger and bolder: Breaking records at AIME

As the dust settles following the 2025 Asia Pacific Incentives and Meetings Event (AIME) in Melbourne in February, the business events industry reflects on the value and importance of the trade show that keeps on delivering.

It’s the biggest trade show on the Australasian event industry calendar, and for the organisers of the 2025 Asia Pacific Incentives and Meetings Event (AIME), success is a tangible metric.

AIME 2025 set new records for its size, number of hosted buyers, exhibitors and attendees, marking the event as a roaring success across its three days in February at Melbourne Convention and Exhibition Centre. However, the life of the event lives long after its Knowledge Program and show floor, with it creating a lasting legacy that is helping supercharge the business events sector.

Independent post-show research and analysis projects $400 million in business transactions between exhibitors and buyers will happen within the next year, marking a 21 per cent increase on AIME 2024.

With participation from more than 675 exhibiting organisations, 640 hosted buyers and more than 4500 attendees from around the world, AIME 2025 was the largest event ever delivered by Talk2 Media & Events, which has managed AIME on behalf of Melbourne Convention Bureau (MCB) since 2019.

“After the biggest event our team has produced, we’re thrilled to see the success of the show translate into incredible business outcomes for our exhibitors, buyers and visitors,” says Silke Calder, AIME’s event director.

“AIME’s success is testament to the unwavering support of the global business events community, our valued partners and our dedicated sponsors. Their collaboration is essential in enabling us to deliver a world-class event that drives growth and innovation.”

Melbourne Convention Bureau CEO Julia Swanson says her organisation is excited by the growth of AIME – the first tradeshow on the annual international business events calendar – and the flow-on benefits to the Australian events industry and Victorian economy.

*The buzz of the show floor at AIME 2025.*

“As the owners of AIME, MCB is thrilled to see the event continue to grow and thrive, producing positive impacts for the business events industry,” she says. “We look forward to many more years of this landmark event providing a platform for building connections and sharing knowledge, right here in Australia’s events capital.”

AIME 2026 will be held on 9-11 February 2026 at Melbourne Convention and Exhibition Centre, with Talk2 Media & Events reappointed to deliver AIME in partnership with MCB until 2028.

“AIME 2025 surpassed all expectations, and the extension of our contract with MCB is testament to our ability to deliver exceptional events,” says Matt Pearce, CEO, Talk2 Media & Events.

“Our team is committed to building on the momentum of AIME 2025, continuing to innovate, and elevating the event experience. We look forward to working with our partners and the entire business events industry to create even more impactful and successful AIME events in the years to come.”

With the growth of AIME since the COVID-19 pandemic, the question is often raised about the prospect of the event adding an extra day, but Calder says the plan is to keep the show as it currently is.

“Given we have the MCB famil program on the Sunday, the Knowledge Program on the Monday and then the trade show for two days, an extra day would make it five overall and that is a lot to ask,” says Calder.

*The 2025 AIME Ideas Academy presented by Spice.*

Across the two days of the show floor at AIME 2025, the Ideas Academy presented by Spice was a resounding success, with engaging keynote speakers and panels addressing full houses for each session.

With an enlarged footprint from 2024, the Ideas Academy provided attendees with industry insights and learnings on a range of topics including event design principles; event marketing; unleashing human potential with AI; workplace culture; sustainability; and event trends.

Spice will return in 2026 to take the AIME Ideas Academy to another level once again.

Other highlights from AIME 2025 included the spectacular “AIMalfi FESTA” Welcome Event, with 2000 guests decked out in bright outfits for the Amalfi Coast-themed gathering at the 3000-square-metre il Mercato Centrale in Melbourne’s CBD.

The AIME Knowledge Program, earlier that day, featured the theme of “We matter” and was led by inspiring keynote speakers Gus Balbontin and Dr Kristy Goodwin.

Photo at top: (From left) Natalie O’Brien AM, chief executive, Melbourne Convention and Exhibition Centre; Lyn Lewis-Smith, CEO, BESydney; Melissa Brown, CEO, Australian Business Events Association; Robin Mack, executive general manager, Business Events Australia; Julia Swanson, CEO, Melbourne Convention Bureau; and Spice editor Gavin Dennett, onstage following the session, “The power of business events: Championing a thriving industry on the rise” at the AIME Ideas Academy presented by Spice.