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Home » Australia Travel News » Australia, China, And Korea See Unprecedented Growth In Incentive Travel As Amway Partnership Drives Exceptional Corporate Group Experiences Monday, June 2, 2025Australia, China, and Korea have collaborated with Amway on an historic partnership to revolutionise the incentive travel market. Through this partnership, record numbers of corporate groups are to be brought to Australia, enjoying private, customized experiences in iconic locales. Through the power of this alliance, the partnership is to deliver historic growth in the incentive travel space, to provide outstanding, bespoke experiences, and cement Australia as the premier destination for high-end corporate events.Tourism Australia Partners with Amway to Enhance Incentive Group Travel to AustraliaTourism Australia has entered into a strategic partnership with Amway, a global direct selling company, by signing a Memorandum of Understanding (MOU) aimed at attracting more incentive groups to Australia in the future. This collaboration focuses on growing the number of attendees for Amway’s Leadership Seminar and Diamond Invitational group incentives, further boosting Australia’s status as a premier destination for international incentive travel.Since 1985, Amway affiliates have consistently chosen Australia as a destination for hosting their incentive groups, with the country becoming a popular choice for large-scale corporate events and seminars. The partnership between Tourism Australia and Amway represents a significant effort to leverage this long-standing relationship, particularly as the demand for incentive travel experiences continues to grow globally.In recent years, Melbourne played a central role in hosting one of the most significant Amway incentive events. In the 30th Anniversary Leadership Seminar, held last month, the city welcomed an impressive 16,000 Amway China delegates across six waves. This event not only set a record as the largest incentive group ever hosted in Australia but also marked the biggest outbound incentive group to travel from China, showcasing the growing demand for Australian destinations for large-scale corporate gatherings. The event highlighted the ability of Australia to host large, impactful incentive seminars with exceptional service and hospitality.The collaboration between Tourism Australia and Amway has consistently achieved success, with numerous significant incentive groups visiting the country over the years.In 2019, the Gold Coast hosted 730 Amway delegates, and in 2024, Perth is expected to accommodate around 1,000 delegates for another esteemed leadership seminar. These events highlight the consistent demand for Australian destinations and the value that incentive groups place on the country’s ability to provide unique, memorable experiences for large corporate groups.At the 30th Anniversary Leadership Seminar in Melbourne, Amway China delegates were treated to a tailored incentive experience designed just for them. They had the opportunity to explore significant attractions throughout the state of Victoria, visiting renowned sites like Phillip Island Nature Park, the Twelve Apostles, Healesville Sanctuary, Sovereign Hill, and the iconic Puffing Billy steam train. Puffing Billy steam train. These destinations offered delegates an opportunity to engage with the natural beauty and unique culture of Victoria, providing memorable experiences that aligned perfectly with Amway’s incentive travel objectives.Alongside the sightseeing tours, delegates were treated to an extravagant gala dinner in Melbourne, complete with elite performances, exquisite dining, and a custom-branded hot air balloon that added to the event’s exclusive appeal elevated the event’s exclusivity. This bespoke event was specifically designed to leave a lasting impression on the delegates, further reinforcing Australia’s reputation as an ideal destination for incentive travel. A significant number of the Amway China delegates opted for extension trips to additional Australian cities such as Sydney, Hobart, and Adelaide, allowing them to prolong their stay and experience even more of what the country has to offer. what Australia has to offer.The signing of the Memorandum of Understanding took place in Amway’s office in Singapore, cementing the ongoing collaboration between the two organizations. The MOU lays the foundation for Tourism Australia and Amway to work together to further grow the incentive travel segment to Australia, ensuring that more Amway affiliates can enjoy the exceptional hospitality, stunning landscapes, and unique experiences the country offers.The continued partnership with Amway highlights Australia’s potential as a leading incentive travel destination, catering to both large and diverse incentive groups. The country’s infrastructure, range of natural and cultural experiences, and proven track record of hosting successful events make it an attractive option for companies looking to reward and motivate their top performers. This partnership also reflects the importance of the incentive travel market in Australia’s broader tourism strategy, contributing to the growth of the economy and creating lasting relationships between the country and key global corporate players.As the incentive travel market continues to evolve, Tourism Australia’s collaboration with Amway stands as an example of the growing importance of experiential travel in the corporate sector. By offering tailor-made experiences that allow incentive groups to immerse themselves in local culture, enjoy unique sightseeing, and participate in high-end events, Australia is cementing its place as one of the top global destinations for corporate incentive travel.The future of this partnership looks bright, with both Tourism Australia and Amway committed to continuing their efforts to attract even larger incentive groups to the country. As the demand for immersive and bespoke travel experiences grows, Australia’s ability to provide exceptional services and memorable experiences will be key to its continued success in the incentive travel market. By focusing on quality, customization, and unique experiences, the collaboration between Tourism Australia and Amway is sure to remain a key driver in Australia’s tourism growth for years to come.
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