Melbourne Showgrounds stood at the forefront of Australia’s largest-ever incentive program as the first waves of delegates from Amway China’s Leadership Seminar arrived throughout April.
Utilising more than 35,000 square metres of adaptable space, Melbourne Showgrounds proudly served as the anchor venue for the event’s business sessions and spectacular gala dinners, hosting approximately 2,500 delegates across each of the six event waves.
As the largest incentive group ever to visit Melbourne, Amway China’s arrival reaffirmed the city’s status as a premier destination for major business events.
Securing this landmark program followed several successful site visits by Amway representatives to Melbourne Showgrounds, including during the 2024 Melbourne Royal Show, where the dedicated team showcased its ability to deliver the high-quality service required for an event of this scale and prestige.
Executive General Manager Experience and Commercial, Hannah von Bibra, said Melbourne Showgrounds was proud to have contributed to such a significant milestone and to have showcased its world-class facilities to an international audience.
“The selection of Melbourne Showgrounds as the anchor venue for these key events followed a highly competitive process, and the team was immensely proud to play such a pivotal role in this landmark program,” she said.
“Melbourne Showgrounds’ proven event delivery capability — most notably demonstrated through the Melbourne Royal Show — was a major factor in the decision.”
In close collaboration with Encore Event Technologies and Dean & McPherson, Melbourne Showgrounds ensured every detail was meticulously planned and executed, creating memorable and impactful experiences as part of Amway China’s 30th-anniversary celebrations.
“On the special occasion of Amway China’s 30th anniversary, we were thrilled to gather in Melbourne for our Leadership Seminar. Our delegates enjoyed sharing knowledge and discovering everything this incredible city has to offer,” said Carl Wen, Director of Special Events, Amway China.
In partnership with Dean & McPherson, Melbourne Showgrounds delivered a unique and immersive dining experience, blending Indigenous and Modern Australian culinary influences, and featuring standout menu items such as over 11,000 crayfish and 4.5 tonnes of marble score 9 porterhouse steak.
“Securing this prestigious event was the result of Dean & McPherson’s strong partnership with Melbourne Showgrounds and our shared reputation for excellence in large-scale event delivery,” said Paul Tyas, Head of Hospitality.
The Amway China Leadership Seminar generated an estimated $100 million in economic impact for Melbourne and Victoria. Delegates stayed across eight hotels, accounting for approximately 32,000 hotel room nights, and dined at more than 50 restaurants throughout the region.
Melbourne Showgrounds was honoured to be at the heart of this historic event, helping to deliver an unforgettable experience and highlighting its status as one of Australia’s premier event destinations.