Tourism Australia and Amway sign Memorandum of Understanding

Media release

Tourism Australia and Amway, the world’s largest direct selling company, have signed a Memorandum of Understanding (MOU) with the objective to help Australia attract more of Amway’s Leadership Seminar and Diamond Invitational group incentives in the future.

Amway affiliates have been hosting groups to Australia since 1985 and, last month, major Australian city, Melbourne, hosted 16,000 Amway China incentive delegates across six waves for its 30^th Anniversary Leadership Seminar – the largest incentive group in history to visit Australia, and the biggest outbound incentive group ever arranged from China.

Australia has also hosted several other Amway incentive groups in recent years including 730 delegates on the Gold Coast in 2019, around 1,000 delegates in Perth in 2024 and around 2,700 delegates will be in Cairns later this year for the Amway Korea Leadership Seminar.

Tourism Australia Executive General Manager for Commercial & Business Events, Robin Mack, said securing more Amway incentives would provide a huge boost for Australia’s business events industry.

“Australia has a proud history of hosting Amway incentive groups and this Memorandum of Understanding shows our commitment to continue to work together to secure a pipeline of incentives,” Mr Mack said.

“The Amway China 30^th 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.”

As part of the tailor-made incentive event, Amway China delegates explored destinations across the state of Victoria such as Phillip Island Nature Park, the Twelve Apostles, Healesville Sanctuary, Sovereign Hill, and the Puffing Billy steam train. The delegates also enjoyed an incredible gala dinner in Melbourne complete with performances, delicious dining and a bespoke branded hot air balloon. Many Amway China delegates also joined extension trips to other Australian cities Sydney, Hobart and Adelaide.

“Hosting an incentive of such scale last month was a key opportunity for us to showcase Australia’s world-class event capabilities and what truly sets us apart – our diversity of destinations, exclusive experiences in beautiful natural settings, and our friendly welcoming people.”

“We’re excited to continue working closely with the Amway team, to highlight the variety of Australian destinations on offer for Amway incentive groups, and host more here in Australia in the future.” Mr Mack said.

Amway Chief Operating Officer, Asha Gupta, explains that every Amway Incentive Business Trip is created to offer amazing, life-changing opportunities and 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,” 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.”

Tourism Australia and Amway signed the Memorandum of Understanding in the Amway office in Singapore.

-ENDS-

About Amway

Amway is a business owner-led global health and wellbeing company based in Ada, Michigan, USA. It is committed to serving Amway Business Owners and their customers across more than 100 countries and territories worldwide. Top-selling brands for Amway are Nutrilite™, Artistry™ and XS™ – all sold exclusively by entrepreneurs who are known as Amway Business Owners. Amway is the No. 1 direct selling business in the world, according to the 2025 Direct Selling News Global 100 list. For company news, visit: https://www.amwayglobal.com/newsroom

About Tourism Australia

Tourism Australia is the Australian Government agency responsible for promoting Australia to the world as a destination for business and leisure travel. The organisation is active in 15 key international markets where it aims to grow demand for the destination’s tourism experiences by promoting the unique attributes which will entice people to visit. Tourism Australia’s activities include social and digital media, traditional advertising, public relations and media programs, trade shows and programs for the tourism industry, consumer promotions, online communications and consumer research. For more information visit www.tourism.australia.com or to plan an event in Australian, visit businessevents.australia.com