AMWAY Korea is sending 2,700 delegates to Cairns next year after a bid win by Tourism Tropical North Queensland.
The incentive is expected to deliver A$11.6 million into the city’s regional economy. The delegates from across Asia Pacific are due to arrive in six phases from November 17 to December 9, 2025.
“This event is an incentive rewarding Amway’s top performers with each wave of delegates doing three full days of touring and at least two offsite events as well as opportunities to explore Cairns at leisure,” said Tourism Tropical North Queensland (TTNQ) chief executive Mark Olsen.
“International incentive groups are the highest-yielding market in tourism with an average spend of $1,000 per delegate per day compared to $735 for other international business events.
“As well as spending more, incentive delegates tend to stay longer, and we are confident many will extend their stay with their family to explore the Great Barrier Reef and the world’s oldest rainforest.
‘The timing of the event is particularly good for Tropical North Queensland as it comes in one of the quieter periods of the year and will be a welcome boost ahead of the festive season,” Olsen said.
TTNQ secured the rights to host the event in a bidding process against destinations from around Australia. Cairns had previously hosted a 6,000-strong Amway China incentive in 2018
“The world-class business events infrastructure in Cairns, the ease of getting here and moving around the city, stunning off-site locations and our natural World Heritage backdrops ticked many of the boxes for the organisers,” Olsen said.
“Winning the bid for Amway Korea will once again cement the reputation of Cairns as a sought-after location for incentives and prove that our regional destination can compete with the capital cities.”
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Cairns recently hosted Australia Next, Tourism Australia’s incentive travel showcase, with the Great Barrier Reef and north Queensland’s natural heritage among the features highlighted to International buyers.
The 2025 Amway Korea incentive is being supported by the Queensland state government trough Tourism and Events Queensland.
Tourism Australia managing director Philippa Harrison said: “Business events such as corporate incentives are incredibly important to Australia’s visitor economy, and we are so pleased to be supporting Tourism Tropical North Queensland to secure this latest win through our Bid Fund program.
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“Just a few months ago we hosted our signature event – Australia Next – in Cairns and we hope that showcase of the region as a world-class incentive destination will help to secure many more events for Tropical North Queensland,” she said.
“Tourism Australia’s Business Events Bid Fund has been helping to build a strong pipeline of future international business events over a number of years now and these continue to deliver significant benefits for destinations and businesses across the country.”
