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During April, Melbourne Royal welcomed to Melbourne Showgrounds more than 16,000 delegates for Amway China’s Leadership Seminar, the largest incentive program to ever come to Australia and the largest outbound incentive from China.

There’s nothing like the thrill of winning at the Melbourne Royal Show. Last year, over 2,200 coveted blue ribbons were awarded — from elite livestock to champion riders, skilled woodchoppers to passionate artisans.

Melbourne Royal welcomed 120 event organisers to Melbourne Showgrounds to enjoy a behind-the-scenes site tour of the setup of the Amway Festival. It was an ideal opportunity to showcase how the venue transformed to deliver Amway China’s 30th Anniversary Leadership Summit.

The Melbourne Royal Australian International Spirits Awards, already a symbol of excellence in Australian distilling, is set to elevate its status globally in 2025. With the introduction of international entries, the awards will become a key indicator of quality for spirits enthusiasts and industry professionals worldwide.

In a major win for Melbourne Royal, the largest incentive market event ever to come to Australia is being held at Melbourne Showgrounds next month to celebrate Amway China's 30th anniversary. The ‘Festival of Amway’ is a large-scale collaboration between Melbourne Royal, Melbourne Convention Bureau, and the Victorian State Government that will bring up to 16,000 delegates from China during April and Melbourne Showgrounds is the venue of choice for conference sessions and gala dinner.