Tourism Tropical North Queensland (TTNQ) has secured a major win for the region, securing an international business event that will inject over A$11.6 million (US$7.5 million) into the local economy.
Amway Korea will bring approximately 2,700 delegates to Cairns in 2025, arriving in six waves between November 17 and December 9.
“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 TTNQ’s CEO Mark Olsen.
He pointed out that international incentive groups are the “highest-yielding market in tourism” with an average spend of A$1,000 per delegate per day compared to A$735 for other international business events.
He added: “Announcing this so soon after hosting Australia Next in Cairns in September will really resonate with the international incentive organisers who were wowed by our destination and are now planning where to hold their next event.”
The successful bid for the Amway Korea event highlights the collaborative efforts of various stakeholders, including TTNQ, Business Events Cairns & Great Barrier Reef, Cairns Regional Council, Queensland Government (through Tourism and Events Queensland), and Tourism Australia.
Previously in 2018, Cairns hosted the 6,000-strong Amway China incentive.
