TMS. Can you tell us about yourself and about your company?
Silke Calder. The Asia-Pacific Incentives and Meeting Event – AIME – is owned by Melbourne Convention Bureau (MCB) and managed by Talk2 Media & Events. This will be the fourth show delivered by myself as Event Director and my incredible team.
TMS. As Event Director of AIME, what will make AIME 2025 unique compared to previous editions?
Silke Calder. The 2025 event is set to be our biggest yet! We have expanded our footprint at our MCEC home to accommodate more than 665 exhibitors, 640 hosted buyers and the 20,000 meetings that are set to take place on the show floor. This builds on the growth of 2024 and cements AIME as the leading event for the international business events community in the Asia Pacific region.
In 2025, for the first time the global exhibitions association UFI will hold its 2025 Asia-Pacific Conference following AIME at MCEC. We’re thrilled to have UFI delegates in Melbourne in the same week as AIME 2025. The senior level attendees from large global organisations will be a welcome addition to our event, and we are working with UFI to make sure that they feel welcome at AIME. New zones first introduced to the 2024 show floor, including The Boutique and DMC Network, have been significantly boosted – whether it’s wineries, distilleries, or intimate, design-led luxury venues, these bespoke and highly customisable experiences are in high demand and will feature prominently in 2025. Reflecting the increased demand for travel and accommodation, the hotel zone has also grown significantly. AIME is now in its 32nd year, which is a significant testament to the longevity and legacy of the show and its importance to the global business events industry.
TMS. What is the key vision for AIME 2025, and how does it align with the evolving needs of industry?
Silke Calder. The whole team works tirelessly year-round to create an event that truly is an outstanding, world-class “must-attend” business event in the Asia Pacific region. We are so proud that AIME was again awarded the Best Exhibition or Trade Show at the 2024 Australian Event Awards. It is the third year running AIME has received this prestigious award, which we believe cements AIME as the premier business event for the meetings and events industry in Asia Pacific.
AIME 2024 was the biggest AIME for a decade and this year we’re continuing that growth, expanding the show floor at our MCEC home and welcoming more than 665 exhibitors – with more than 200 new to AIME. But it’s our “secret sauce” that keeps AIME at the top of the game: the sheer amount of work that goes into matching exhibitors with visitors, or Sellers with the right Buyers. We work on this year-round to ensure we’re attracting a range of high-quality buyers to suit the broad spectrum of exhibitors at AIME. We use AI aided systems to drive the right matches and this will culminate in more than 20,000 meetings set to take place across AIME in 2025.
TMS. How is technology going to be integrated in AIME 2025 to enhance the attendee experience?
Silke Calder. The AIME app has been revamped for 2025, to make for an even better experience for exhibitors and attendees. The app helps everyone stay on schedule with meetings, ensures all the key activities are highlighted and with an interactive floorplan, people can easily find their way around the show floor – which is even bigger than last year.
TMS. What new advancements and innovations in Artificial Intelligence can we expect to see at AIME 2025?
Silke Calder. As above, AIME has been a pioneer in using AI to enhance the event experience, and our AI-powered meeting matching is a prime example. We’ve partnered with Grip that uses sophisticated algorithms to analyse attendee profiles, preferences and goals, which allows us to pre-schedule highly targeted meetings between buyers and exhibitors, maximising their time and ensuring they connect with the most suitable partners. This technology has been incredibly successful, contributing to millions of dollars in business generated at previous events. We’re committed to refining and expanding our AI capabilities to further enhance the AIME experience and drive success for our attendees.
TMS. What message would you like to give to the Industry at large?
Silke Calder. We love welcoming the business events world to Melbourne every year and this year our city truly will be the hub of the business events world in Asia Pacific. We are thrilled that for the first time the global exhibitions association UFI will co-locate its 2025 Asia-Pacific Conference with AIME, holding it at the Melbourne Exhibition and Convention Centre on 13-14 February.
We can’t wait to see you in Melbourne!
