The best of the best - Melbourne shines for large-scale incentive event

April 30, 2025

Throughout April, Melbourne hosted the Amway China Leadership Seminar 2025 – the largest incentive program to ever come to Australia. With 16,000 delegates in attendance across six waves, the event showcased Melbourne’s capacity to host large-scale incentives that capture the diverse range of experiences that the city and the regions have to offer.

Luxury experiences capturing the best of Melbourne and beyond

Amway China delegates have experienced the best of Melbourne and Victoria’s unique and engaging experiences. From cultural tours of the city centre to day trips to a range of regions, delegates had the chance to see everything that makes Melbourne special.

In the city, Amway China’s itinerary included a visit to the iconic Hosier Lane, where The Blender Studios showcased their own unique Amway-themed street art. Delegates took in the state’s best artwork at the National Gallery of Victoria, saw the city from the sky at Melbourne Skydeck, sampled local produce at Queen Victoria Market and South Melbourne Market, shopped up a storm at Chadstone, and explored the Fitzroy Gardens. 

Further afield, delegates enjoyed day trips to the most popular regions in Victoria. Some of the incredible experiences included a helicopter flight with Microflite to the Twelve Apostles on the Great Ocean Road, watching the penguin parade at Phillip Island Nature Parks, visiting Werribee Open Range Zoo, and meeting Australian native animals at Healesville Sanctuary. Delegates stepped back in time to learn more about Victoria’s history at Sovereign Hill and enjoyed the scenic steam train route of Puffing Billy.

They also explored the beautiful wine region of the Yarra Valley, sampling local wines and engaging in fun activities at Rochford Winery, such as barrel rolling, line dancing and cheese tastings.

For a truly once-in-a-lifetime experience, Amway China VIPs had the chance to take to the skies in their own Amway China branded hot air balloon, thanks to Global Ballooning.

Business by day, gala by night: the Melbourne Showgrounds

As the anchor venue for their large-scale event, Amway China chose the iconic Melbourne Showgrounds. As the city’s largest and most versatile indoor-outdoor event venue, the Melbourne Showgrounds provided the perfect central stage for this milestone event.
During the day, Amway China delegates attended business sessions and networking events, utilising the Exhibition Pavilion as a dynamic seminar space. At night, the venue was transformed into an incredible spectacle for the six gala dinners held throughout April, featuring 2,500 guests with delicious catering, live entertainment, and immersive AV experiences from Encore Event Technologies.

Accommodation to cater for every group size

To cater for such a large number of delegates, the Amway China incentive program utilised eight of Melbourne’s best hotels across the city. Delegates enjoyed the excellent accommodation at Pullman on the Park, Sofitel Hotel, Grand Hyatt, and Pan Pacific Hotel. The convenient locations of these hotels also allowed for easy transfers for delegates attending the Melbourne Showgrounds and other experiences during their stay.

As well as the amazing accommodation options, Amway China delegates got a taste of Melbourne’s amazing dining culture, visiting 50 restaurants across Melbourne and Victoria during their stay.

Host your next incentive program in Melbourne

Discover how Melbourne can host an incredible incentive event tailored to your needs. Let Melbourne Convention Bureau help you plan an unforgettable experience.