Held from 9-14 April 2025, more than 16,000 delegates arrived across six waves for the program celebrating 30 years of Amway in China.
Approximately $100 million has been injected into the Victorian economy as Melbourne Showground was anchor venue for the Amway China Leadership Seminar across 35,000 square metres of events space.
More than 2500 delegates were part of each wave, attending business sessions and gala dinners at the showgrounds.
Delegates stayed at eight hotels across Melbourne, accounting for approximately 32,000 hotel room nights, and dined at 50 restaurants across the city and surrounding region.
“The selection of Melbourne Showgrounds as the anchor venue for these key events was a highly competitive process and the team is immensely proud to have been chosen to play such a pivotal role in this landmark event,” says Melbourne Showgrounds’ executive general manager, experience and commercial, Hannah von Bibra.
“Melbourne Showgrounds’ proven event curation capabilities, most notably demonstrated through the successful delivery of the annual Melbourne Royal Show, were a significant factor in the decision.”
Melbourne Showgrounds worked in partnership with Encore Event Technologies and caterers Dean & McPherson to execute the large-scale event.
“Securing this prestigious event results from Dean & McPherson’s strong partnership with Melbourne Showgrounds and its established reputation as an industry leader in large-scale events” says Paul Tyas, head of hospitality at Dean & McPherson, which is Moonee Valley Racing Club’s hospitality group.
Speaking ahead of the Amway China arrivals, Melbourne Convention Bureau chief executive Julia Swanson was pleased the company chose Victoria for its leadership seminar.
“Melbourne is thrilled to welcome Amway China, the largest incentive program ever in the country,” she said.
“Our city is home to so many unique and exciting experiences which delegates will get a chance to enjoy during their stay.”
Tourism Australia managing director Phillipa Harrison echoes this sentiment.
“Tourism Australia is proud to have supported Melbourne Convention Bureau’s bid for the Amway China Leadership Seminar,” she says.
“We were competing with other international destinations and the Business Events Australia Bid Fund Program helped to secure the program for Australia, which will be a huge boost for our visitor economy.”
On the back of the seminar, Hobart hosted approximately 400 of Amway’s top performers for an extended incentive visit.
“Tasmania is thrilled to welcome Amway China to indulge in all the island has to offer,” said Business Events Tasmania CEO Marnie Craig.
“Our island offers something rare – space to think clearly and connect deeply.”
Photo at top: iStock/patsperspective.
