Amway Convention Sydney

More than 8000 Amway representatives from China visited NSW in four waves of arrivals in January in one of the largest and most lucrative corporate visits in the state's history. Amway China’s highest achieving sales distributors visited New South Wales for five days for their Australian incentive tour. This was the second time Amway China has selected Sydney to be the incentive travel and leadership seminar destination to reward their top performing sales distributors.

They injected more than $40 million into the local economy through accommodation, travel, sightseeing and shopping. Delegates enjoyed exclusive access to the Sydney Harbour Bridge's eastern walkway as part of their busy itinerary, donating money for the privilege towards buying special bikes for disabled Australian children.

The sightseeing schedule included a day trip to the Hunter Valley vineyards,  Sydney Harbour cruises and excursions to the Blue Mountains.

As I live in the Hunter Valley region of NSW, it was good to see that the Chinese Amway delegates visited our area. They were bussed to the area and visited Hope Estate, Wyndham Estate, Lindeman’s or Calais Estate Winery over eight days.

Gus Maher, Director of Hunter Valley Events,.commented on the huge amount of logistical organisation that went into organising the visit to the Hunter Valley. “It is an event, not just a day tour”, Mr. Maher said.

Hunter Valley Wine Country Tourism executive manager, Dean Gorddard, said the high profile event was “good financially and good for profiling”. “It is a very large conference from a really important emerging market that is growing very strong and very fast,” he said.

Mr. Maher agreed: “From a wine perspective, China is a great emerging wine market and a lot of Australia and Hunter Valley producers are working hard in China as an export market, therefore, this is a great opportunity for us to highlight characteristics of Hunter Valley wines,” he said.


Mr. Maher said Amway has placed an order of 20,000 bottles of premium First Creek wines being produced as a commemorative gift for their delegates.
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Amway Delegates were treated to wine games including wine stomping; an extensive wine tasting and detailed tuition; a “Chill Out Café” where fruit platters, juices and ice cream were enjoyed; and a fresh product market. A range of local suppliers, including chocolate companies, Hunter Valley Cheese, The Hunter Olive Centre and The Australian Regional Food Store showcased their produce. At each venue there was a band, koalas from the Australian Reptile Park, indigenous artists, up to 80 translators, as well as extensive decorations and entertainment. They then enjoyed a magnificent dinner at the winery. The four major wineries each employed 20 to 30 staff on each of the eight days, while Hunter Valley Events also employed an additional 40 staff for each day of the visit.