Australia’s peak tourism body – via its dedicated business events unit, Business Events Australia – and global direct-selling giant Amway have signed a memorandum of understanding to attract more of Amway’s lucrative incentive groups to Australia’s shores.

Amway has been bringing delegates to Australia since 1985, and Melbourne recently hosted the nation’s biggest ever incentive group.

The Amway China 30th Anniversary Leadership Seminar brought 16,000 delegates to the Victorian city across six waves – the largest incentive group in Australia’s history and Amway China’s biggest-ever outbound event.

Other Amway events have previously landed in cities across Australia.

In 2019, 730 delegates visited Gold Coast, and in 2024, 1000 delegates visited Perth.

In late 2025, 2700 Amway Korea delegates are expected to arrive in Cairns for another leadership seminar.

Tourism Australia’s executive general manager for commercial and business events, Robin Mack (pictured, above left), says securing more Amway incentives is a big win for the nation’s business events industry.

“Australia has a proud history of hosting Amway incentive groups and this memorandum of understanding shows our commitment to continue working together to secure a pipeline of incentives,” he says.

“The Amway China 30th Anniversary Leadership Seminar in April provided a significant boost to the local economy.

“More than 80 businesses took part in the program, including 66 restaurants and eight hotels.”

Amway’s chief operating officer, Asha Gupta (pictured, above right), says every Amway Incentive Business Trip is created to offer life-changing opportunities and to celebrate the most successful Amway business owners.

“Each incentive trip is thoughtfully crafted to celebrate our top-performing Amway business owners, ensuring they receive the recognition they truly deserve,” she says.

“These experiences also provide valuable opportunities to connect with likeminded peers from the Amway community and to grow through leadership and entrepreneurial learning.

“Australia is the perfect destination for such a rewarding journey.”