Amway China Leadership Seminar 2025

Amway, one of the world’s leading direct selling companies, regularly hosts large-scale incentive events to reward and inspire its top-performing business leaders. In April 2025, the company celebrated the 30th anniversary of Amway China with its largest-ever incentive program, bringing 16,000 delegates to Melbourne / Narrm for a month-long showcase of business, culture and celebration.

A milestone event for Melbourne / Narrm

The Amway China 30th Anniversary Leadership Seminar was an event of unprecedented scale and impact that solidified Melbourne / Narrm’s reputation as a world-renowned business events destination. Melbourne Convention Bureau, together with the support of Tourism Australia’s Bid Fund Program, successfully secured the event following a competitive international bidding process, resulting in a win that not only highlighted Melbourne / Narrm’s global appeal, but also brought significant benefits to the local visitor economy.

Welcoming a staggering 16,000 delegates across six separate waves, this landmark event was the largest incentive group ever to visit Australia. Over the course of the month-long incentive event, delegates immersed themselves in a dynamic program of business sessions, world-class hospitality, unique cultural experiences, and regional exploration – all of which showcased the depth and diversity of what Melbourne and greater Victoria have to offer.

A region-wide celebration of business and culture

At the heart of the Seminar’s success was Melbourne / Narrm’s capacity to host large-scale, multifaceted events while providing a memorable and engaging experience for guests. The Melbourne Showgrounds served as the central hub for daytime business seminars and nightly gala dinners, showcasing its versatility as one of the city’s premier indoor-outdoor event venues. Each wave of 2,000 to 3,000 delegates took part in high-energy networking sessions by day, then returned to the Showgrounds in the evening for gala events featuring live entertainment and exquisite catering showcasing the best of Victorian produce.

The accommodation and hospitality elements were equally impressive, with eight of Melbourne’s leading hotels – including the Grand Hyatt, Pullman on the Park, Sofitel, and Pan Pacific – accommodating delegates and generating 32,000 room nights. Melbourne / Narrm’s famed dining scene was on full display, with 66 restaurants across the city and regions taking delegates on a culinary journey through Victoria’s diverse flavours.

Beyond the boardrooms and ballrooms, Amway China delegates got a taste of the city’s rich culture and creative energy by exploring iconic attractions such as Melbourne Skydeck, Hosier Lane (where local artists created Amway-themed street art), Queen Victoria Market, and the National Gallery of Victoria.

However, it was the regional experiences that truly elevated the incentive program, with thousands of delegates venturing beyond the city to discover Victoria’s breathtaking landscapes and regional treasures. Highlights included: wildlife encounters, including the famous penguin parade, on Phillip Island; wine tasting and food pairing in the Yarra Valley; helicopter tours to the Twelve Apostles on the Great Ocean Road; and immersive historical experiences at Sovereign Hill in Ballarat.

The VIP experience was a particular standout, with select guests enjoying a flight over the Yarra Valley in an Amway China branded hot air balloon – an unforgettable way to mark Amway’s milestone anniversary.

A benchmark for future events

Melbourne / Narrm’s seamless delivery of this monumental incentive program demonstrated the city’s capability and creativity in delivering high-calibre international events, cementing its reputation as a leading destination for large-scale business events.

The Amway China Leadership Seminar delivered an estimated A$100 million in economic impact for Victoria and involved over 80 local businesses, directly boosting the tourism, hospitality, and event industries.

The event wasn’t just the largest incentive program in Australian history – it was a testament to what’s possible when collaboration, culture, and innovation come together. It leaves behind not only economic value but a lasting legacy of connection, inspiration, and opportunity.