Cairns city will welcome 2800 Amway Korea delegates arriving in five waves on 20 charter flights from November 17 to December 7 bringing a $13 million boost to the region’s economy.
Tourism Tropical North Queensland (TTNQ) Chief Executive Officer Mark Olsen said the lucrative international business event would continuously bring groups of around 450 to 500 delegates on four-night itineraries across 22 days.
“This incentive rewarding Amway’s top performers from South Korea has been a huge logistical exercise to ensure delegates are wowed by, what will be for many, their first taste of Australia,” he said.
“Back-to-back charter flights with Korean Air and Asiana Airlines will bring the delegates to Cairns with the groups taking over Shangri-La, The Marina Cairns for more than three weeks.
“Up to 14 Tropic Wings coaches and five limousines a day will transfer groups to tours, events and their business program at the Cairns Convention Centre.
“Each group will enjoy two full days of touring taking in the Atherton Tablelands, Kuranda, the Daintree, Port Douglas and the Great Barrier Reef enjoying wildlife experiences and nature, as well as golf and shopping.
“Fogarty Park will be transformed into a picnic-style festival for the afternoon of arrival so delegates can relax on deck chairs, listen to music, enjoy customised mocktails and local gelato.
“They will meet local animals including a koala, python, crocodile and lizard and join Indigenous workshops to learn how to paint and throw a boomerang, make jewellery and watch a didgeridoo demonstration.
“Hemingway’s Brewery will host the welcome reception dinner with a band and fireworks, and the Cairns Convention Centre is the venue for the final night’s gala dinner with a stunning rainforest-themed entrance to the event, a band, dancers and aerialists.”
As the appointed local Destination Management Company for the Seminar, Arinex Chief Executive Officer Maree Di Pasquale said delivering truly unforgettable and authentic incentive experiences is Arinex’s specialty.
“For the Amway Korea Seminar, we worked closely with local Cairns suppliers, weaving rich Indigenous culture throughout the program with deep respect for the Gimuy Walubara Yidinji and Yirrganydji people, the traditional custodians,” she said.
“From interactive workshops to a fireworks finale set to Australian anthems in local Aboriginal languages, this program guarantees delegates a profound Tropical North Queensland journey.
“Amway Korea’s thoughtful choices, which ensure the Seminar is highly sustainable, are perfectly aligned with the destination’s ethos and Arinex’s own values.”
Shangri-La The Marina, Cairns General Manager Golden Whitehead said an additional staff had been added to the hotel’s team to smoothly manage the event’s 5536 room nights which include three-hour turnarounds of the rooms between the departure of one wave and the arrival of the next.
“We need to turn the rooms around in just three hours, do 900 breakfasts and then lunch for 450 at our events centre on the turnaround days,” he said.
“Our team is well prepared for this logistical challenge and has successfully managed hotel buyouts with other groups in the past including Amway China in 2018.
“We have three Korean chefs on staff and the event organisers were very happy after doing a tasting of the menu they proposed.
“Kimchi is being shipped in but everything else is being sourced locally so we are working with Cairns wholesaler Simon George and Sons to store the produce and bring it to the hotel as needed as it is a huge delivery.
“Shangri-La The Marina Cairns is doing many extras for the delegates including keepsake room keys designed especially for Amway, an arrival minibar, local toys as gifts and locally produced arrival hampers.”
Tourism Australia Acting Managing Director Robin Mack said business events, such as corporate incentives, are incredibly important to Australia’s visitor economy.
“There is strong competition for these high yielding incentive groups which is why we are incredibly proud the 2025 Amway Korea Leadership Seminar was secured with the help of Tourism Australia’s Bid Fund Program,” Mr Mack said.
“The Bid Fund has been helping to build a strong pipeline of future international business events over a number of years now and these continue to deliver significant benefits for destinations and businesses across the country.”
“We look forward to welcoming the 2025 Amway Korea Incentive to Cairns. We know those who take part will have an incredible time exploring Tropical North Queensland.”
Queensland Minister for the Environment and Tourism Andrew Powell said attracting high-yield business events to the state delivers significant community and economic benefits.
“We’re thrilled to welcome 2800 Amway Korea delegates to the Cairns region over the next month to experience the best that tropical Queensland has to offer,” Minister Powell said.
“This cluster of events is anticipated to boost the state’s economy by $13 million, while simultaneously increasing our international reputation as an in-demand holiday destination.”
The 2025 Amway Korea Incentive is supported by the Queensland Government through Tourism and Events Queensland, Tourism Australia and Cairns Airport.
TTNQ Contact: Liz Inglis | [email protected] | 0419 643 494