Thursday, April 3, 2025
Melbourne is gearing up to welcome the first group of delegates for Amway China’s prestigious Leadership Seminar, which will kick off a month-long event this April. This incentive program is set to be the largest of its kind ever hosted in Australia.
Secured by the Melbourne Convention Bureau in 2022 after a competitive bidding process against both domestic and global contenders, this event represents a significant triumph for the city.
With over 16,000 delegates attending in six distinct waves, the Leadership Seminar will become the largest outbound incentive event from China and the most monumental incentive gathering ever held in Australia. The delegates, arriving in groups of 2,000 to 3,000, will engage in five days of business sessions, local sightseeing tours, and a grand gala dinner at the Melbourne Showgrounds. The event is expected to inject around $100 million into the local economy.
Attendees will be accommodated in eight hotels, collectively offering approximately 32,000 room nights. Additionally, Amway China delegates will indulge in dining experiences across 50 restaurants throughout Melbourne and the greater Victoria area.
The seminar also provides delegates with the chance to discover Melbourne’s highlights and regional treasures. Among the 20 featured attractions are Sovereign Hill, Healesville Sanctuary, Werribee Zoo, Phillip Island Nature Park, the Twelve Apostles, Rochford Winery, Puffing Billy, Melbourne Skydeck, and the National Gallery of Victoria. These tours will showcase the diverse and unique experiences the city and its surroundings have to offer.
Quote to be attributed to Carl Wen, Director of Special Events, Amway China:
“On the special occasion of Amway China’s 30th anniversary, we are excited to meet in Melbourne for our Leadership Seminar. Our delegates look forward to gathering to share knowledge and discover all that this incredible city has to offer.”
Quote to be attributed to Melbourne Convention Bureau Chief Executive Julia Swanson:
“Melbourne is thrilled to welcome Amway China, the largest incentive program ever in the country. Our city is home to so many unique and exciting experiences which delegates will get a chance to enjoy during their stay.”
Quote to be attributed to Tourism Australia Managing Director Phillipa Harrison:
“Tourism Australia is proud to have supported the Melbourne Convention Bureau’s bid for Amway China’s Leadership Seminar. We were competing with other international destinations and the Bid Fund helped to secure the program for Australia which will be a huge boost for our visitor economy.”
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