O-SHOW 2026 to return to Melbourne with new Mastery Program and expanded space
The Optical Distributors and Manufacturers Association (ODMA) has officially announced the relocation of its flagship event, O-SHOW, to Melbourne for August 2026. This shift marks a significant return for a major optical trade fair to Victoria, with O-SHOW26 set to take place on Sunday 16 and Monday 17 August at the Melbourne Convention and Exhibition Centre. This new-look schedule aims to better accommodate attendees and reflect the evolving landscape of the optical industry in Australia and New Zealand.
O-SHOW has established itself as a premier boutique event, curating the latest and finest in optical products and services. Following two sold-out editions in Sydney in 2022 and 2024, the decision to move the event was driven by ODMA’s recognition of the substantial investments that suppliers and distributors make to participate in industry events. “The decision now seems obvious, but it took considerable planning and reflection to ensure we did what’s right for the industry,” remarked Amanda Trotman, CEO of ODMA.
One of the key enhancements for O-SHOW26 is its alignment with a new Mastery Program designed to help practices grow and thrive. While details are still being finalised, the program will focus on offering practical, evidence-based sessions aimed at applying industry insights to business growth strategies. Trotman noted that ODMA plans to introduce a Myopia Mastery Event alongside O-SHOW26, bridging the gap between clinical science and business strategy, ultimately fostering better patient care and enhanced profitability for practices.
Transitioning to Melbourne provides more exhibition space compared to the previous venue at Hordern Pavilion in Sydney, enabling a greater number of exhibitors to participate and visitors to explore the full range of offerings. “Alternating our events between Sydney and Melbourne ensures accessibility for attendees nationwide while retaining the necessary scale to deliver value for all involved,” stated Trotman.
Moreover, the rescheduling of O-SHOW from May to August serves several strategic purposes. It allows for a more extensive display of new products, particularly those aligning with international launches, such as those at SILMO Paris. Additionally, the timing circumvents the busy end-of-financial-year period, offering suppliers the flexibility to allocate their budgets across two financial years. “Anything we can do to support them helps them support practices who are also navigating rising operational costs,” Trotman added.
The Sunday-Monday format is also a deliberate choice to empower practices, allowing them the opportunity to attend on either a weekend or weekday. This flexibility is particularly beneficial for those not operating seven days a week, ensuring that all team members can partake without disrupting their schedules.
Past iterations of O-SHOW have generated a palpable excitement amongst attendees, fostering a dynamic environment for business discussions and networking. “We’re excited to bring that same energy to Melbourne, with the hope that entire practice teams will engage and explore innovative ways to enhance their businesses,” commented Craig Chick, ODMA board chair.
As the 2026 event draws closer, anticipation for further details concerning the programmes and exhibitor line-ups continues to build. The ODMA is committed to delivering a sophisticated and enriching experience for industry stakeholders, with future announcements expected to shed light on the specific offerings of the new Mastery Program and additional event features.
O-SHOW26 is poised to not only serve as a robust platform for product showcasing but also as a vital resource for professional development within the optical sector, ensuring that practitioners are well-equipped to adapt and excel in a changing market landscape.