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  • Amway China to bring thousands of delegates to Melbourne

    June 15, 2023

    More than 10,000 delegates from China will make their way to Melbourne for the Amway China Leadership Seminar in 2025 and celebrate the direct selling company’s 30th anniversary. 

    Following a multi-year bidding process led by the Melbourne Convention Bureau with support from the Victorian Government and Tourism Australia, the Seminar has the potential to be one of the largest overseas events for Amway China and is expected to fill 20,000 hotel room nights and inject A$46.4 million to the Victorian economy. 

    MCB Chief Executive Julia Swanson said China is one of Victoria’s most valuable business and tourism markets and the city is excited to welcome Amway China back in 2025. 

    “As one of the largest delegations of Chinese delegates to visit Melbourne, this mega Chinese incentive group is a major coup for our city. 

    “As a premier destination for incentive groups, Melbourne is constantly changing its offering. We look forward to welcoming Amway China, ready to showcase an abundance of new attractions, hotels, dining experiences, and cultural gems across Melbourne and its regions, ensuring an unforgettable trip for their delegates,” Ms. Swanson said. 

    Marking the company’s second trip to the Australian city since 2008, Amway China’s 2025 program will include sessions at Melbourne Convention and Exhibition Centre alongside an engaging mix of experiences to reward the large delegation of high-performing Amway sellers. 

    Delegates will spend four to five days visiting Melbourne’s tourism attractions, cultural institutions, restaurants, retailers and boutiques, and will also travel to regional Victoria, spreading the economic benefits across hundreds of businesses. 

    The proximity of Melbourne’s vibrant city to regional Victoria makes Melbourne an ideal destination to host incentive groups which focus on providing fun and rewarding experiences for their delegates. 

    “We are delighted to secure the 2025 Amway China Leadership Seminar for Melbourne to ensure there is a strong pipeline of future international business events for our destination,” said Tourism Australia’s Managing Director Phillipa Harrison. 

    “Australia has a world-class offering and the expertise to deliver successful incentive events and we look forward to welcoming more than 10,000 delegates as part of Amway China in 2025,” Ms. Harrison said. 

    Amway China President Frances Yu said Melbourne is an ideal destination for its 30th anniversary event. 

    “We are excited to work closely with the Melbourne Convention Bureau and Tourism Australia once again, to create memorable experiences that will give our delegates an opportunity to further develop their minds and perspectives.” 

    “I am confident our annual seminar in Melbourne in 2025 will help our delegates get inspired and build stronger bonds through creative team-building ideas and cultural experiences,” Ms. Yu added. 

    The Amway China Leadership Seminar core program will be hosted in Melbourne with extended trips across Australia, providing delegates with the opportunity to experience the country’s iconic and diverse landscapes, bucket-list experiences and welcoming people. 


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    Media enquiries:

    Giselle Lloyd, Melbourne Convention Bureau 

    T+61 429 553 183 E [email protected]