MELBOURNE is busy welcoming 16,000-plus delegates for the Amway China Leadership Seminar who are arriving in six waves throughout April for Australia’s largest incentive program, say convention bureau officials.
While the event marks Amway China’s 30th anniversary, officials say it is also the largest outbound incentive program from China.
Melbourne Convention Bureau clinched the bid for event in 2022, against competition from several national and international contenders.
Delegates are arriving in groups of 2,000 to 3,000 for five days of business seminars, tours, and a gala dinner at Melbourne Showgrounds. The economic impact of this event is projected to be worth A$100 million.
Eight hotels across the city are being used by the delegates, accounting for approximately 32,000 hotel room nights. Amway China attendees will also be dining at 50 restaurants throughout Melbourne and Victoria, further boosting the local economy.
Tours will showcase 20 attractions and landmarks including Sovereign Hill, Healesville Sanctuary, Werribee Zoo, Phillip Island Nature Park, the Twelve Apostles rock formations along the Great Ocean Road, Rochford Winery, Melbourne Skydeck and the National Gallery of Victoria.
Carl Wen, Director of Special Events at Amway China, said: “On the special occasion of Amway China’s 30th anniversary, we are excited to meet in Melbourne for our Leadership Seminar. Our delegates look forward to gathering to share knowledge and discover all that this incredible city has to offer.”
Speaking to MIX during AIME 2025, Melbourne Convention Bureau Chief Executive Julia Swanson said: “Amway China is one of the largest and most prestigious incentive groups in the world. So we’re really delighted to work with Tourism Australia to win that bid. It’s also an anniversary event for them, so it’s expected to be a bit larger than ever, and they’ll be coming to Melbourne throughout most of April. We’ve partnered with them to create some amazing experiences.
“They’ll be doing business sessions at the Royal Melbourne Showgrounds, gala events at the Royal Exhibition buildings, which will be stunning, and extensive touring into regional Victoria.”
On the post-Covid recovery of the China market, Swanson told MIX: “I think we’re seeing China returning quite steadily now. We’re seeing more inquiries coming through, larger groups coming through.
“We’ve had further developments in aviation with really good connectivity into China now, so there’s no issues there. We put a new director in China about a year ago, with the Victorian Government Trade and Investment Office and Visit Victoria, so there’s a really strong all-of-Victoria engagement approach in that market and we’re seeing that go from strength to strength.
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“So with Amway coming out here it shows that large mega incentives for business can be done again and will probably inspire other groups to take the same course of action. The China markets are certainly coming back strong.”
Swanson added that the India outbound market is also showing strong potential for Melbourne. The opening of trade offices in India and Vietnam and seen a strengthening of business event tines with Melbourne.
“We opened an office in India two years ago, and that’s paying dividends, because we have people in that market who really understand the Indian traveller, what experiences they’re looking for, and can help curate options.
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“We’ve had 300 per cent increase in aviation out of that market since before Covid, which is fantastic, and there’s more from emerging in markets like Vietnam.”
Tourism Australia Managing Director Phillipa Harrison said in a statement issued by Melbourne Convention Bureau: “Tourism Australia is proud to have supported the Melbourne Convention Bureau’s bid for Amway China’s Leadership Seminar. We were competing with other international destinations and the Bid Fund helped to secure the program for Australia which will be a huge boost for our visitor economy.”
Main picture… Flashback to 2023 with a group of Amway China delegates on a visit to Brighton Beach in Melbourne
