Tourism Australia Executive General Manager for Commercial & Business Events, Robin Mack, and Amway COO Asha Gupta at the signing of the MOU in Amway office in Singapore.
Tourism Australia has signed a memorandum of understanding (MOU) with global direct selling giant Amway to attract more of the company’s Leadership Seminars and Diamond Invitational programmes to Down Under.
The new agreement is set to elevate an already long-standing partnership and boost the country’s business events sector.
“We’ve had a strong partnership with Amway for over 40 years but this takes it to another level,” said Tourism Australia Executive General Manager for Commercial & Business Events, Robin Mack. “It’s a strategic partnership which will allow us to even attract more Amway events into Australia in the future.”
The MOU enables both parties to collaborate more closely – sharing destination updates, curating diverse experiences, and enhancing Australia’s visibility as a prime incentive destination within Amway’s global community. “It gets us more on the consideration list, which is exactly what our job is as a destination marketing organisation,” Mack added.
Through the availability of Business Events’ subvention fund, the Business Events Bid Fund Program (BFP), Tourism Australia aims to convert new international business events through the offer of financial support at the critical bidding stage. The BFP supports international incentive events that draw 700 international visitors and/or bring an economic value of more than A$3 million to Australia. The programme supports bids where a decision will be made by 30 June 2026 for events taking place before 31 December 2029.
Australia has had 174 wins through the introduction of the BFP, and about half of these events have already occurred.
Ongoing incentive waves
Amway has brought groups to Australia since 1985. In April 2025, Melbourne welcomed a record-breaking 16,000 Amway China delegates across six waves for the company’s 30th Anniversary Leadership Seminar. It was the largest-ever incentive group to visit Australia and the biggest outbound incentive trip Amway has arranged from China.
The recent Amway China seminar brought significant economic benefits to Victoria, involving over 80 local businesses, including 66 restaurants and eight hotels.
Delegates experienced iconic Victorian attractions such as the Twelve Apostles, Phillip Island Nature Parks, Healesville Sanctuary, Sovereign Hill, and the Puffing Billy steam train. Highlights included a gala dinner in Melbourne with live entertainment, hot air balloon experiences, and extension trips for top performers to Sydney, Hobart, and Adelaide.
Related: Australia welcomes its biggest-ever incentive event
Other Amway groups include 730 delegates to the Gold Coast in 2019, around 1,000 to Perth in 2024, and an expected 2,700 to Cairns later this year for the Amway Korea Leadership Seminar.
Asha Gupta, Amway’s COO, said the company’s incentive trips are designed to offer recognition and reward to its top achievers.
“Each incentive trip is thoughtfully crafted to celebrate our top-performing Amway Business Owners, ensuring they receive the recognition they truly deserve,” said Gupta.
“These experiences also provide valuable opportunities to connect with like-minded peers from the Amway community and to grow through leadership and entrepreneurial learning. Australia is the perfect destination for such a rewarding journey.”