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One Year On From Launching Crown Towers Perth Crown Hotels Continues To Capitalise On A Strong Mice Market In Australia

February 22, 2018 MICE No Comments Email Email

Just over one year since its second Australian Crown Towers property launched in Perth Western Australia, Crown Hotels Events and Conferences business has continued to capitalise on a healthy MICE market and growth across both the west and eastern coasts of Australia. Crown has seen an increase of 8% in MICE business contributing over 30 million visitors annually across its Melbourne and Perth properties.

According to Tourism Research Australia, this popularity is on the rise with Australia continuing a strong run for Australia as a preferred business events destination with over 347 million1 business nights at Australian hotels booked annually to service this industry.

Crown has been quick to see the opportunity and capitalise on the nation’s growing reputation as a global events destination by providing the only truly integrated offering where you can eat, stay and conference all in one location – with both east and west coast locations to choose from.

According to Crown Hotels Senior Vice President Global Sales, Kylie Burchmore, with the Asia market’s accessibility and appetite for holding events in Australia, the concept of ‘having it all’ in one destination makes Crown Melbourne and Crown Perth two in high demand venues in Australia.

“The MICE industry in Perth has been on the rise over the past five years, which is why we embarked on a clear strategy to increase our offerings when we opened Crown Towers Perth with a new 1,500 seat ballroom. It’s created an impressive new event space for Perth that not only sets a new standard but rivals venues across the eastern seaboard as well,”Burchmore says.

Burchmore adds that Melbourne growth is equally optimistic, with the redevelopment of the Convention and Exhibition Centre and its proximity to Crown Melbourne.

“The development is a positive for us as it will enable larger and more comprehensive events into Victoria which is a fantastic thing. Crown Melbourne’s prime location literally across the road will mean our integrated resort will benefit from syndicate events and accommodation.”


Dubbed Australia’s “Capital of Cool” by American travel writer Chris Dwyer in December 2017, Perth is quickly becoming one of the world’s must-visit cities and a clear leader in the tourism industry. In December 2016, Crown Hotels unveiled its newest property, Crown Towers Perth to the world, which transformed Crown Perth’s event and conferencing capability with new state of the art facilities.

With the recent opening of Optus Stadium just next door, along with the world-class facilities on offer at Crown, the Burswood Peninsula is set to continue to transform into one of the best entertainment, urban and business event destinations in Western Australia.

Providing three tiers of accommodation along with the ability to cater for an impressive 3,500 delegates at any one time within the Convention Centre, Crown Perth is fast becoming the chosen venue for large scale conferences, cocktail receptions, creatively themed dinners, weddings, right down to small business meetings and even yoga sessions out on The Great Lawn.


Crown Hotels Melbourne continues its strong record as one of the state’s premier players in the business and conference events space in what remains of the most popular city destinations in the southern hemisphere.

Over the last two decades, the property has become an industry leader, with a combination of the most accessible and central location, exceptional professional facilities that can cater for up to 2,500 delegates and flexible onsite expertise.

The integrated resort is also home to Crown Hotel’s luxury accommodation and facilities totalling over 1,600 guest rooms, premium dining experiences, retail outlets, stylish bars and nightclubs.

As a leading Australian tourism and entertainment company, Crown remains committed to building a worldwide reputation for the best in luxury experiences, hotel accommodation, gaming, signature dining and retail.

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