The incentive marking Amway China’s 30th anniversary leadership summit brought 16,000 delegates to Australia in six waves over 24 days and has an estimated economic worth to Victoria of $100 million.
More than 7,350 delegates visited the Great Ocean Road, over 8,000 visited the Yarra Valley, more than 6,680 visited Phillip Island and over 3,660 visited Ballarat, all in regional Victoria.
Regional attractions visited by Amway delegates included the Twelve Apostles, Sovereign Hill, Puffing Billy and Healesville Sanctuary.
During the Amway program, 32,000 hotel nights were filled across eight hotels in Melbourne and delegates ate at 50 restaurants across the city and the state.
More than 80 local businesses benefited from the incentive.
Eleven airlines brought Chinese delegates into Melbourne, with both China Southern Airlines and China Eastern Airlines adding more Melbourne services during April to accommodate higher passenger numbers.
“It has been incredible to witness the phenomenal impact of the Amway China incentive program,” said Melbourne Convention Bureau (MCB) CEO, Julia Swanson.
“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.”
MCB won the incentive for Melbourne, with the event also receiving support from the national business events subvention fund managed by Tourism Australia.
“Amway China and Victoria have truly been each other’s best partners, creating extraordinary success stories together,” said Amway China’s director of special events, Carl Wen.
The impact of the incentive in Australia reached beyond Victoria, with Tasmania also seeing an influx of around 400 Amway China delegates as part of a trip extension.
And this is not the only Amway incentive for Australia this year.
Cairns is set to host approximately 2,700 delegates from Amway Korea in November and December, with that group having an estimated worth of over $11.6 million to the north Queensland region.
