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Home » TOURISM NEWS » Australia Builds A Long-Term Pipeline Of High-Spending Visitors By Securing A Strategic Alliance With Amway To Host Asia’s Largest Group Travel Incentives Across Major And Regional Hubs Monday, June 2, 2025Australia is building a long-term pipeline of high-spending international visitors by forming a strategic alliance with Amway, one of the world’s largest direct-selling companies, to host Asia’s largest group travel incentives across its major cities and regional destinations. This renewed partnership not only cements Australia’s position as a premium destination for large-scale business events, but also ensures a steady influx of incentive travelers—especially from China and Korea—who contribute significantly to the local economy through luxury stays, immersive excursions, and extended multi-city itineraries.Tourism Australia has entered into a renewed strategic partnership with global direct-selling company Amway in a move that is expected to bring thousands of high-spending international delegates to Australia over the coming years. A newly signed Memorandum of Understanding (MOU) outlines joint efforts to attract Amway’s future Leadership Seminars and Diamond Invitational programs, both of which reward the company’s top performers through curated incentive experiences abroad.Australia has remained a top choice for Amway’s international incentive programs for decades, with the partnership dating back to 1985. Since then, the country has welcomed thousands of delegates through a series of high-profile group events. That long-standing relationship reached a historic peak recently when Melbourne played host to 16,000 Amway China delegates arriving in six waves for a large-scale leadership seminar. It became the largest incentive travel event ever held on Australian soil and the most significant outbound group ever assembled from China. This milestone also redefined expectations for the global incentive travel sector in terms of scale, logistics, and delivery.The MOU aims to build on that momentum, ensuring that Australia continues to capture future high-profile incentive opportunities across major cities and regional destinations alike. By locking in stronger cooperation with Amway, Tourism Australia is strategically positioning itself to compete for the world’s most lucrative business events, especially those tied to Asia’s growing direct-selling markets.In recent years, Amway has organized several other incentive trips to various parts of Australia. In 2019, 730 delegates participated in a large-scale event on the Gold Coast. In 2024, the western city of Perth hosted approximately 1,000 delegates for another international gathering. Later this year, around 2,700 delegates are expected to travel to Cairns in northern Queensland as part of the Amway Korea Leadership Seminar. These trips serve as powerful endorsements of Australia’s readiness to host business events that deliver scale, quality, and high-value economic impact.Incentive travel serves as a powerful engine for Australia’s business events industry, delivering far-reaching economic benefits. These organized group programs usually span several days and feature detailed schedules, premium accommodations, customized activities, and rich cultural immersion. Because of their upscale nature, these trips generate much higher spending per visitor compared to standard leisure travel. Beyond financial impact, they help spotlight under-the-radar destinations, encourage return visits, and boost local economies in regions that often sit outside the main tourism spotlight.During the most recent Amway China event in Melbourne, delegates experienced a deeply personalized program that showcased the natural beauty and cultural depth of the state of Victoria. Participants ventured out to explore the breathtaking scenery along the Great Ocean Road, including the dramatic limestone formations of the Twelve Apostles. Wildlife lovers spent time at Phillip Island Nature Park, home to the famous penguin parade, while others delved into Australia’s colonial past at Sovereign Hill, an open-air museum that recreates life during the gold rush era.Nature-themed excursions included visits to Healesville Sanctuary, where delegates had the chance to encounter native Australian animals up close, and rides on the heritage Puffing Billy steam train through the lush forests of the Dandenong Ranges. These excursions reflected a growing demand among international incentive travelers for meaningful, experiential travel that connects them with nature, culture, and community.The Melbourne program culminated in a show-stopping gala dinner held in the city’s vibrant central district. Delegates were treated to an evening of gourmet dining, immersive performances, and a breathtaking hot air balloon display emblazoned with Amway branding. The spectacle underscored the importance of delivering memorable experiences that foster loyalty, motivation, and inspiration among the company’s top achievers.In addition to the core itinerary, many delegates extended their stay in Australia to explore more of the country. Popular post-event extensions included visits to Sydney, where iconic landmarks like the Sydney Opera House and Harbour Bridge offered photo opportunities and cultural immersion. Others traveled to Hobart in Tasmania to experience Australia’s southernmost capital, or to Adelaide, where world-class wine regions and coastal escapes provided a more relaxed conclusion to their journey.These extensions serve as valuable multipliers for the tourism sector, spreading the economic benefit of incentive groups beyond a single location and across multiple states and territories. Australia’s ability to offer a seamless blend of business infrastructure, natural attractions, urban sophistication, and warm hospitality gives it a competitive edge in the global incentive travel space.The new partnership with Amway demonstrates a shared commitment to elevating Australia’s presence in the international business events arena. By deepening ties with one of the world’s largest direct-selling companies, Australia is not only securing future travel demand but also building a stronger case for investment in event infrastructure, tourism development, and cross-border collaboration.Australia is securing a steady flow of high-spending visitors by partnering with Amway to host Asia’s largest incentive travel groups, boosting tourism across both major cities and regional destinations through premium events and extended itineraries.As global travel patterns rebound and Asia’s incentive market continues to grow, Australia stands well-positioned to capture a larger share of high-yield visitors. The focus on creating immersive, high-quality experiences for incentive travelers will remain central to this strategy, helping to drive economic growth, brand visibility, and international goodwill for years to come.
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