Australia Case Study News

Amway China Leadership Seminar makes waves in Cairns

More than 6,000 top sellers descend on the regional city, where collaboration among local operators proves size doesn’t matter.

More than 6,000 top sellers from Amway China recently descended on Cairns and the Great Barrier Reef for the direct-selling company’s annual leadership seminar.

In seven waves of more than 900 guests at a time, delegates were welcomed to the city by locals and tourism operators who collaborated to provide five days of bespoke experiences, ranging from wildlife encounters to fine dining.

“The seamless operation of Amway China’s large-scale leadership seminar programme is proof that Cairns has the infrastructure and capability to welcome large groups,” says Rosie Douglas, general manager of Business Events Cairns and Great Barrier Reef

“This visit by Amway China was not the first time they have visited Australia, but importantly it was the first to a regional Australian destination,” adds Penny Lion, executive general manager events, Tourism Australia.  


“Cairns has demonstrated it can deliver a flawless event to the important Chinese Leadership seminar audience, and we are thrilled that Amway sales agents enjoyed yet another inspiring trip in Australia.”

Groups got their bearings with a scenic ride on the Skyrail Cableway where they cruised above rainforest that dates back more than 150 million years. By using the Skyrail mobile phone app, Amway China sales agents were able to have a running commentary in Mandarin and up to 100 sales agents took off every 15 minutes in the cable cars.

Groups encountered native Australian wildlife at the Rainforestation Nature Park a full day tour of the Great Barrier Reef with Great Adventures.

A new extension to the Australian Armour and Artillery Museum in Cairns hosted a series of business sessions by day, and gala dinners by night. The gala dinner series was the work of Ochre Restaurant and Catering, whose focus was to serve local fresh produce, and Encore Event Technologies.

The two companies transformed the venue into a reef and rainforest wonderland, with guests entertained throughout the evening with immersive technology and performances by leading Chinese artists. 

To accommodate the large groups across the month-long programme, the delegation stayed at a number of hotels throughout the city, including the recently refurbished 184-room Shangri-La Hotel, and the renovated Pullman Reef Hotel Casino. 

“We couldn’t be more impressed by the collaboration of all parties involved in ‘Team Australia’ who supported us seamlessly from the pitching process to final delivery of the event,” says Carl Wen, director of special events, national sales, Amway China.

Delegate satisfaction rates for Amway China’s 2019 Leadership Seminar in Cairns ranked among the company’s highest ever.

“The feedback from sales agents has been outstanding and they have left Cairns more motivated and inspired to perform when they get home,” Douglas says. “They embraced our tropical lifestyle, enjoyed our local seafood and fresh produce and a new knowledge of the Great Barrier Reef and Australian wildlife.”