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| Bree James, Amy Eden, Mark Olsen |
Amway Korea, one of the largest direct-selling companies in the world, has chosen Cairns as the destination for its 2025 incentive trip, bringing approximately 2,700 delegates from across the Asia-Pacific region to the city. The event will take place over six waves, from November 17 to December 9, 2025, and will reward Amway’s top-performing employees with an unforgettable experience in the tropical north.
A Boost for the Local Economy
TTNQ’s Chief Executive Officer, Mark Olsen, highlighted the significance of the win for the local economy, noting the high value of international incentive groups. These delegates are expected to spend around $1,000 per day—significantly more than the average spend of other international business travellers, which is $735 per day.
“This event is a major coup for Cairns, especially as it falls during one of the quieter times of the year,” said Olsen. “The economic boost will be felt across the region as delegates enjoy a mix of touring, off-site events, and leisure time to explore Cairns, the Great Barrier Reef, and the world’s oldest rainforest.”
Incentive travel, which rewards employees for outstanding performance, is considered the highest-yielding market in tourism, with delegates typically staying longer and spending more on accommodation, dining, and activities. Olsen also expects many delegates will extend their stays with family, taking the opportunity to explore the unique natural wonders of Tropical North Queensland.
Why Cairns Won the Bid
Cairns was chosen over other Australian destinations due to its proven track record in hosting successful large-scale incentive events, such as the Amway China incentive in 2018, which brought 6,000 delegates to the region. The city’s world-class infrastructure, ease of access, and stunning natural backdrops, including the Great Barrier Reef and ancient rainforests, made it the perfect choice for Amway Korea.
“The Cairns business events industry’s experience, coupled with our stunning off-site locations, made a compelling case for Amway Korea,” said Olsen. “Our ability to seamlessly manage large-scale events like this ensures Cairns remains a competitive and attractive destination for international business groups.”
The timing of the event also aligns well with the regional tourism calendar, providing a valuable economic boost just ahead of the festive season.
Support from Local and State Authorities
Queensland’s Environment and Tourism Minister, Andrew Powell, welcomed the announcement, noting the importance of business events to the state’s economy.
“Business events are booming, and as one of the highest-yielding sectors in Australia’s visitor economy, they play a critical role in driving tourism to Queensland,” said Powell. “We’re thrilled to host Amway Korea in Cairns, where delegates will experience our world-class tourism offerings and great lifestyle.”
Cairns Mayor Amy Eden expressed her pride in securing the event, calling it a testament to the city’s capability to host world-class business events that deliver significant economic benefits.
“This $11.68 million boost will support local businesses and showcase Cairns as a premier destination for international incentive groups,” Mayor Eden said. “It’s especially exciting that the event is scheduled for a quieter period, bringing an uplift to our community as we head into the holiday season.”
Eden also praised the collaboration between Cairns Regional Council, TTNQ, and local tourism and business sectors, which played a key role in securing the event.
A Collaborative Effort
The bid for Amway Korea’s incentive event was supported by funding from Tourism Australia and Tourism and Events Queensland. Tourism Australia’s Managing Director, Phillipa Harrison, congratulated TTNQ on its success, emphasizing the importance of business events to the Australian economy.
“We are proud to support TTNQ through our Business Events Bid Fund program,” Harrison said. “Incentive events like Amway Korea’s are a significant driver of economic growth, and the recent Australia Next event held in Cairns further highlighted the region’s potential as a top incentive destination.”
Harrison noted that the strong pipeline of international business events, supported by Tourism Australia’s Bid Fund, continues to deliver long-term benefits for destinations across the country.
Looking Ahead
The 2025 Amway Korea Incentive is set to be a landmark event for Cairns, showcasing the region’s capacity to host large-scale, high-profile business events. With its combination of natural beauty, world-class infrastructure, and dedicated local support, Cairns continues to solidify its position as a leading destination for international business tourism.
Tourism Tropical North Queensland, in partnership with local authorities and industry stakeholders, is looking forward to a successful event in 2025 and hopes it will pave the way for more lucrative business opportunities in the future.
For more information about Cairns and its business events offerings, visit Tourism Tropical North Queensland.
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