February 15, 2023 | By Bronwen Largier

After a four-year hiatus, Tourism Australia’s signature incentive showcase for global buyers and media, Dreamtime, will be back in November, with Adelaide to be the host city.

Usually held every two years, the event has not taken place since 2019, due to the pandemic. Past iterations of Dreamtime have driven millions of dollars incentive business for Australian destinations, with the event designed to drive conversion through firsthand experience of Australia’s offering.

Tourism Australia’s specialist business events unit is targeting 100 international buyers for the event from Greater China, Singapore, Malaysia, Indonesia, India, South Korea, Japan, New Zealand, North America and United Kingdom, as well as international and domestic media.

Dreamtime 2023 will include a destination showcase from Adelaide, a business session and networking opportunities, all intended to maximise engagement between the qualified buyers and Australian product suited to each international market. There will also be a dedicated media event, with Dreamtime typically driving significant media coverage in business events publications in Australia’s key markets.

“Dreamtime provides the perfect platform to demonstrate first-hand Australia’s event delivery capabilities, whilst also showcasing our strengths as a global business events destination including our iconic and diverse landscapes, world-class venues, unique experiences and friendly people with fresh perspectives,” said Tourism Australia’s head of commercial and Business Events Australia, Robin Mack.

“Even with the disruption of the global COVID-19 pandemic, Dreamtime 2019 delivered solid results for Australia, generating 36 business leads in three months, worth $97 million.”

CEO of Business Events Adelaide Damien Kitto said securing Dreamtime for Adelaide was an “exceptionally worthwhile investment” for South Australia.

“It can showcase everything Adelaide has to offer – the very reasons why we are winning so many business events that deliver economic growth,” he said, adding that the bureau was “aggressively pursuing corporate incentive groups” with support from the South Australian Government.

The announcement of Dreamtime’s return in Adelaide was made by Australia’s tourism minister, Don Farrell, and South Australia’s tourism minister, Zoe Bettison, over the weekend.

“Dreamtime has a proven track record of generating business leads and that will be more important than ever before as we look to rebuild a strong pipeline of international business events across Australia,” said Farrell.

Adelaide will host Dreamtime from November 7 to 10 with buyers also visiting other Australian destinations either before or afterwards.

The confirmation of Dreamtime comes just weeks after Tourism Australia announced its first ever mega Asia famil, which will take place in April, with Sydney hosting the central gathering.