More than 6000 of Amway's top sellers from China are heading to Queenstown in waves from the start of next month.

The group will arrive in 11 waves of around 560, with each group spending five days in Queenstown. It will be one of the biggest incentive events ever held in this country.

Destination Queenstown's chief executive, Graham Budd, said preparations for Amway China had been underway for 18 months and it was estimated the event could be worth between $30 million to $40m to New Zealand.

While it was hoped initially up to 10,000 incentive winners would make the trip, a slowdown in the Chinese economy meant fewer made targets.


The large-scale incentive business was secured in 2016 in a deal brokered by Tourism New Zealand, Destination Queenstown, Air New Zealand and Immigration New Zealand.

"The benefit of an incentive trip of this size for the Queenstown community is two-fold," Budd said.

"Not only does the timing of the travel in our autumn shoulder season benefit the operators involved and local businesses that delegates will discover during their free time, but the scale of the programme helps to showcase our credentials and lift Queenstown's profile.''

The town would easily cope with the influx which followed a 1200-strong Amway contingent from Thailand in January.

''We will cope easily, that the reason for the timing of it.''

The event fits with Tourism New Zealand's strategy to increase the value of international tourism to New Zealand by bringing visitors here in the shoulder season, and generating a significant economic benefit.

Tourism New Zealand chief executive Stephen England-Hall said the benefits from the trip will be felt right throughout the country.

"It has already raised New Zealand's profile as a business event destination, particularly in the China market.''

Some of the Amway sellers would travel to other parts of New Zealand while they are here for the seminar. This additional travel meant other regions throughout the country will also benefit, said England-Hall.

While they are in Queenstown the sellers will take part in half and full-day itineraries around the region.

They are staying in the Hilton Queenstown Resort and Spa, Double Treeby Hilton Queenstown, and Queenstown Village Apartments.

Travel is increasingly being used by businesses around the globe - like Amway - as a reward to motivate staff and recognise performance.