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Largest ever incentive program delivers for the Victorian visitor economy
May 16, 2025
Throughout April, Melbourne hosted the Amway China 30th Anniversary Leadership Summit in a spectacular incentive program on a massive scale. Led by Melbourne Convention Bureau with support from Tourism Australia, the event was won in a highly competitive bidding process against international locations, demonstrating Melbourne’s global reputation as an exceptional business event destination.
The event was the largest incentive program to ever come to Australia, and the biggest group from China, with 16,000 delegates exploring Melbourne and Victoria across six waves during the 24-day program. It is estimated to have generated $100 million in economic impact for the state.
Over eighty local businesses took part in the program, allowing Amway China delegates to experience the best that the city and the regions have to offer. This included eight hotels across the city, generating approximately 32,000 hotel room nights; 50 restaurants across Melbourne and Victoria; and tourist hotspots such as Melbourne Skydeck, the National Gallery of Victoria, Hosier Lane, Queen Victoria Market and Chadstone.
In addition to the significant boost to the local economy in Melbourne, the Amway China incentive program had a positive impact on the Victorian regions. Delegates enjoyed some much-loved activities and destinations such as Phillip Island Nature Park, the Twelve Apostles, Healesville Sanctuary, Sovereign Hill, and Puffing Billy steam train. In total, 7,356 delegates visited the Great Ocean Road, 8,094 visited the Yarra Valley, 6,684 visited Phillip Island and 3,667 visited Ballarat.
Two airlines, China Southern Airlines and China Eastern Airlines, added additional services to Melbourne during April to accommodate the high number of travellers, with a total of 11 carriers being used by Amway China delegates. Over 100 buses, plus minivans and limousines, were used to transport delegates around Melbourne and Victoria.
The Amway China program also included the opportunity for professional development and networking at the Melbourne Showgrounds, where delegates took part in business seminars followed by an incredible gala dinner complete with performances, a delicious three course menu of local produce, and a bespoke branded hot air balloon.
The strong cultural ties between Victoria and China were part of the reason why Amway chose to host their 30th anniversary event in Melbourne, and the success of the event promises to continue to build this positive business events relationship.
Quotes to be attributed to Melbourne Convention Bureau Chief Executive Julia Swanson:
“It has been incredible to witness the phenomenal impact of the Amway China incentive program. It is a testament to Melbourne’s ability to host large-scale, bespoke events that showcase the best that our city and state have to offer.”
Quotes to be attributed to Carl Wen, Director of Special Events, Amway China:
"Amway China and Victoria have truly been each other’s best partners, creating extraordinary success stories together.”
Quotes to be attributed to Melbourne Showgrounds Executive General Manager Hannah von Bibra:
"Being the anchor venue for Amway China’s 30th anniversary celebration was a huge milestone for Melbourne Showgrounds and also a testament to Victoria’s standing as a world-class destination for global business events. This event reinforced the strength and capability of our events industry and showcased the flexibility, scale, and creativity of what we can deliver at the Melbourne Showgrounds and more broadly in Victoria.”
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Media enquiries:
Emma Hall, Melbourne Convention Bureau
T +61 429 553 183 E [email protected]
