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Melbourne to host major Chinese incentive in 2025

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Melbourne to host major Chinese incentive in 2025
After a multi-year bidding process, Amway will bring over 10,000 delegates from China to Melbourne in 2025 to celebrate the 30th anniversary of the direct selling company.

Amway’s China Leadership Seminar is expected to fill 20,000 hotel room nights in Melbourne and inject $46.4 million in Victoria’s economy. The event has the potential to be one of Amway China’s largest international gatherings.

Melbourne Convention Bureau (MCB) led the bid to secure the event, with support from the Victorian Government and Tourism Australia.

“As one of the largest delegations of Chinese delegates to visit Melbourne, this mega Chinese incentive group is a major coup for our city,” said MCB’s CEO Julia Swanson.

“We look forward to welcoming Amway China, ready to showcase an abundance of new attractions, hotels, dining experiences, and cultural gems across Melbourne and its regions, ensuring an unforgettable trip for their delegates.”

Delegates for the Amway China event will spend time at Melbourne Convention and Exhibition Centre as well as visiting tourism attractions, cultural institutions, restaurants and retail hotspots in Melbourne and regional Victoria over four or five days.

Amway China last brought a major incentive to Melbourne in 2008, but the direct selling company has visited several other Australian cities since, including Sydney in 2011, bringing over 10,000 delegates and Cairns in 2019, which saw more than 6,000 delegates gather in Far North Queensland.

“We are excited to work closely with the Melbourne Convention Bureau and Tourism Australia once again, to create memorable experiences that will give our delegates an opportunity to further develop their minds and perspectives,” said Amway China president Frances Yu.

“I am confident our annual seminar in Melbourne in 2025 will help our delegates get inspired and build stronger bonds through creative team-building ideas and cultural experiences.”

Australia’s national visitor marketing agency, Tourism Australia, was also delighted with the Amway win.

“Australia has a world-class offering and the expertise to deliver successful incentive events and we look forward to welcoming more than 10,000 delegates as part of Amway China in 2025,” said Tourism Australia’s managing director Phillipa Harrison.

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