Melbourne’s growing status as a vibrant international incentive destination has been recognised with the announcement by Amway China that it will hold its incentive and training conference for  10,000 people in Melbourne in 2008.

“Amway China will be the largest incentive group to visit Melbourne and we are delighted that they have chosen our destination before other Australian and international competition,” said Sandra Chipchase, CEO, Melbourne Convention + Visitors Bureau (MCVB).

“In Australia, Sydney and Queensland have traditionally dominated the international incentive travel market. However, with our new offices in Singapore and Hong Kong, new products in the Victorian market and more promotional dollars delivered by the State Government and our members, we can finally capitalize on this new market segment,” she said.

The Amway incentive and training conference will attract delegates from Greater China including Hong Kong, who will have the chance to experience all Melbourne has to offer, such as its first class shopping, restaurants and regional attractions.

Ms Chipchase said the conference would inject more than AU$59,314,000 into the Victorian economy.

“Delegates will arrive in waves of separate groups and spend up to three weeks in Melbourne. They will fill many of our city hotels and be highly visible throughout the city. I am sure every Victorian will make them very welcome.” Qantas and a number of other airlines are expected to transport the thousands of passengers to Melbourne and transport providers will be busy escorting groups to attractions throughout the State.

The Amway China incentive was secured by MCVB in collaboration with Tourism Australia. MCVB is the body responsible for promoting Melbourne as a destination for international business events.