Australia welcomed its largest incentive group on record in Melbourne, with more than 16,000 delegates arriving in six waves. Photo Credit: Adobe Stock/f11photo
Australia's largest-ever incentive event kicked off in Melbourne last week, when the city hosted the first of several groups for Anway China's Leadership Summit.
The event is welcoming more than 16,000 delegates in six waves, who will stay at eight hotels across the city, with attendees arriving in Melbourne in groups of between 2,000 and 3,000 people for five days. Activities include business seminars, touring experiences, and a gala dinner at the Melbourne Showgrounds. It is estimated that the event will generate A$100 million in economic impact. Amway China attendees will also dine at 50 restaurants across Melbourne and Victoria.
A variety of tours will allow delegates to experience the best of the city and the regions, with trips to popular attractions including Sovereign Hill, Healesville Sanctuary, Werribee Zoo, Phillip Island Nature Park, Twelve Apostles, Rochford Winery, Puffing Billy, Melbourne Skydeck, and the National Gallery of Victoria.
Carl Wen, director of special events at Amway China said: “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.”
Melbourne Convention Bureau Chief Executive Julia Swanson added: "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.”
Brisbane’s business events surge
Data from Tourism Research Australia meanwhile has highlighted how Brisbane’s business travel sector is booming, with a record 5.8 million visitor nights in the year ending December 2024, equating to a 30.5% year-on-year surge.
The city is set to welcome more than 99,000 attendees over the rest of 2025 for a range of conferences spanning sectors such as food, agriculture, health and science. The events are expected to generate over 180,000 visitor nights and are forecast to inject more than $125 million into the local economy.
Events in the pipeline include global food and agriculture conference World Angus Forum, the Brisbane Truck Show, the International Conference on Microneedles, the Conference for the Organisation for Human Brain Mapping and the International Mental Health Nursing Conference.
Lord Mayor Adrian Schrinner said: “As well being a global leader in agriculture, health and tourism, must-do destinations like Howard Smith Wharves, South Bank and Fish Lane are exciting drawcards for visitors to connect outside of business hours.”