A survey of Amway India Leadership Seminar 2012 delegates, conducted by the Melbourne Convention Bureau (MCB), has asserted Melbourne’s status as a premier incentive travel destination with 91 per cent of respondents expressing satisfaction with the conference facilities, and more than 95 per cent feeling welcome and safe in the city.

In December 2012, just under 4000 delegates descended on Melbourne for the Amway India Leadership Seminar – the largest Indian incentive group ever hosted in Australia.

Amway is a global leader in direct selling with over three million independent business owners (IBOs) in over 80 countries. The Seminar was an incentive for successful Indian IBOs who were rewarded with a seven-day itinerary to Victoria, which included a business session at the Melbourne Convention and Exhibition Centre, a visit to Sovereign Hill, exclusive access to Phillip Island Nature Parks, and a gala dinner at the iconic Melbourne Cricket Ground (MCG).

Of the 3891 delegates who attended the Seminar, over 2200 were asked to fill in a survey on their experience in Victoria, with a 47 per cent response rate.

The survey results also revealed the substantial impact the Seminar had on the local economy; 85 per cent of respondents stated they went shopping, while 60 per cent dined out at restaurants. On average, each respondent spent $941 on activities such as retail, dining and attractions.

The event also boded well for the state’s tourism industry, with 95 per cent of delegates stating they would recommend Melbourne as a place to visit to their family and colleagues, and 79 per cent saying they would return for a holiday.

MCB Chief Executive Officer, Karen Bolinger, said the Amway India Leadership Seminar survey results presented a strong case for the value of business events to tourism and the economy.

“The results of the Amway India Leadership Seminar survey provides solid evidence of the flow on effects business events have on the wider community, such as local businesses,” Bolinger said. “Along with direct impact on tourism and the economy, the Seminar will also contribute to Melbourne’s profile on the world stage, with delegates speaking highly of Melbourne’s infrastructure, accommodation, transport and convention facilities. Thanks to this event, Melbourne now has thousands of advocates promoting the city across India.”

Bolinger went on to say the results validated Amway India’s decision to bring the Seminar to Melbourne.

“Amway India chose Melbourne to host its Seminar due to its ability to accommodate all its top achievers at one time – a feat never achieved before by the organisation.

“Melbourne’s leading business events suppliers worked extremely well together and really stepped up to the mark during the Seminar, allowing each delegate to have a truly unique program.

“In a first for a corporate group, Phillip Island Nature Parks and the MCG gave delegates exclusive access to their facilities, creating unforgettable, once-in-a-lifetime experiences.

“Later this year Melbourne’s reputation as a premier incentive destination is set to be enhanced when the city hosts Dreamtime 2013. This event will bring 125 international business events decision makers from 11 countries, including India, together with the Australian business events industry to experience the country’s capabilities for hosting events as we continue to promote Melbourne and Australia to the world.

“On behalf of Melbourne I would like to thank Tourism Australia for giving us the opportunity to host Dreamtime, and we look forward to working with them to make this event a resounding success.”