Amway Brings 16,000-Person Incentive Group to Melbourne

The first wave of delegates from Amway China’s Leadership Seminar arrived in Melbourne this week — the biggest incentive group ever to visit Australia. The event was a long time coming — the bureau successfully won the bid for the business back in 2022.

A total of 16,000 Amway delegates will be spread across six waves of 2,000 and 3,000 people for five days each throughout the month of April. Amway is using eight hotels across the city for the program, and 50 different restaurants. The expected economic impact for the state of Victoria is $100 million.

The logistics are staggering, even for the most seasoned planner. For the gala dinners at the Melbourne Showgrounds, the anchor venue for the event, caterer Dean & McPherson sourced a total of 11,000 crayfish and 4.5 tons of marble score 9 porterhouse steaks. 

The incentive winners will take day trips to some of Victoria’s most iconic attractions, including the Twelve Apostles, Puffing Billy, the Melbourne Skydeck, and the National Gallery of Victoria.

About 400 delegates will extend their trips to Tasmania, which will include luxury accommodations at The Tasman, customer charters with Tasmanian Seafood Adventures where guests will catch and prepare their own meals, and wilderness adventures.

Incentive Segment is Growing    

Amway China also invested in branding for the Summit, which is its 30th Birthday Celebration, including a spectacle at the Melbourne Showgrounds and a bespoke hot air balloon that will float above the city.

Incentives are an integral part of the business model of direct sales companies like Amway, and very popular in Asia. 

“We anticipate that this segment of the market will continue to grow, especially following the success of the Amway China program,” said Julia Swanson, Melbourne Convention Bureau CEO.