Amway China celebrated its 30th anniversary with its largest-ever incentive programme, bringing 16,000 delegates to Melbourne / Narrm, Australia for a month-long showcase of business, culture and celebration.
Brought to you by Business Events Australia
Direct selling company Amway China’s 30th Anniversary Leadership Seminar in April 2025 was an event of unprecedented scale and impact that solidified Melbourne/Narrm’s reputation as a world-renowned business events destination.
Melbourne Convention Bureau, together with the support of Tourism Australia’s Bid Fund Program, successfully secured the event following a competitive international bidding process, resulting in a win that not only highlighted Melbourne/Narrm’s global appeal, but also brought significant benefits to the local visitor economy.
Welcoming a staggering 16,000 delegates across six separate waves, this landmark event was the largest incentive group ever to visit Australia.
Over the course of the month-long incentive event, delegates immersed themselves in a dynamic programme of business sessions, world-class hospitality, unique cultural experiences, and regional exploration – all of which showcased the depth and diversity of what Melbourne and greater Victoria have to offer.
“Melbourne was the perfect destination for this landmark event for Amway China and our delegates have had a fantastic time exploring this wonderful city and state,” said Carl Wen, director of Special Events, Amway China.
A region-wide celebration of business and culture
The Melbourne Showgrounds served as the central hub for daytime business seminars and nightly gala dinners, showcasing its versatility as one of the city’s premier indoor-outdoor event venues.
Each wave of 2,000 to 3,000 delegates took part in high-energy networking sessions by day, then returned to the Showgrounds in the evening for gala events featuring live entertainment and exquisite catering showcasing the best of Victorian produce.
The accommodation and hospitality elements were equally impressive, with eight of Melbourne’s leading hotels – including the Grand Hyatt Melbourne, Pullman on the Park, Sofitel Melbourne on Collins, and Pan Pacific Melbourne – accommodating delegates and generating 32,000 room nights. Melbourne / Narrm’s famed dining scene was on full display, with 66 restaurants across the city and regions taking delegates on a culinary journey through Victoria’s diverse flavours.
Beyond the boardrooms and ballrooms, Amway China delegates got a taste of the city’s rich culture and creative energy by exploring iconic attractions such as Melbourne Skydeck, Hosier Lane (where local artists created Amway-themed street art), Queen Victoria Market, and the National Gallery of Victoria.
However, it was the regional experiences that truly elevated the incentive programme, with thousands of delegates venturing beyond the city to discover Victoria’s breathtaking landscapes and regional treasures. Highlights included: wildlife encounters, including the famous penguin parade, on Phillip Island; wine tasting and food pairing in the Yarra Valley; helicopter tours to the Twelve Apostles on the Great Ocean Road, and immersive historical experiences at Sovereign Hill in Ballarat.
The VIP experience was a particular standout, with select guests enjoying a flight over the Yarra Valley in an Amway China branded hot air balloon – an unforgettable way to mark Amway’s milestone anniversary.
“Hosting an incentive of such scale was a key opportunity for us to showcase Australia’s world-class event capabilities and what truly sets us apart – our diversity of destinations, exclusive experiences in beautiful natural settings, and our friendly welcoming people,” Robin Mack, Tourism Australia Executive General Manager for Global Markets & Business Events.
A benchmark for future events
Melbourne/Narrm’s seamless delivery of this monumental incentive programme demonstrated the city’s capability and creativity in delivering high-calibre international events, cementing its reputation as a leading destination for large-scale business events.
The Amway China Leadership Seminar delivered an estimated A$100 million (approximately US$64.8) in economic impact for Victoria and involved over 80 local businesses, directly boosting the tourism, hospitality, and event industries.
The event wasn’t just the largest incentive programme in Australian history – it was a testament to what’s possible when collaboration, culture, and innovation come together. It leaves behind not only economic value but a lasting legacy of connection, inspiration, and opportunity.
“It has been incredible to witness the phenomenal impact of the Amway China incentive programme. 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,” Julia Swanson, Melbourne Convention Bureau chief executive.
Want more inspiration? Contact Business Events Australia today:
Edward Kwek
Senior business events manager, South East Asia
ekwek@tourism.australia.com.
