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Dreamtime begins in Adelaide

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Hundreds of local and international stakeholders have descended on Adelaide to discuss future Australian incentive business.

Tourism Australia’s signature incentive showcase, Dreamtime, usually held every two years, is back after a four-year break due to the pandemic, officially opening on Wednesday.

Addressing a crowd of nearly 90 Australian sellers and 80 international buyers, plus domestic and international media, Tourism Australia’s managing director Phillipa Harrison gave a succinct glimpse into the growth of Australia’s incentive offering since the pandemic began.

“Over the last four years, even though we haven’t been able to welcome many business events delegates back to Australia, we haven’t been quiet – we’ve been really busy,” she said.

“Since 2020, we have renovated or opened 200 hotels, representing 20,000 new room nights in this country.”

With feedback from previous events showing firsthand experience of Australia is a strong driver of booking conversion for groups, Dreamtime is a powerful marketing platform to build Australia’s high-value incentive pipeline.

The last Dreamtime, held in November 2019, delivered 36 business leads worth $97 million before the pandemic halted the global events industry three months later.

Business Events Adelaide’s CEO Damien Kitto also confirmed to micenet that the conversion rate “goes up significantly” once organisers experience the local offering for themselves.

Dreamtime begins in Adelaide
Buyers and sellers at the opening ceremony of Dreamtime 2023

Buyers and sellers spent Wednesday in business meetings to discuss future inbound incentive business to Australia. Media – micenet included – were offered a showcase of Adelaide’s culinary capabilities with a highly aesthetic adventure through inventive flavour profiles at Restaurant Botanic, located in Adelaide’s botanical gardens, from which the restaurant also draws a significant amount of feature ingredients.

In the evening, Business Events Adelaide hosted Australian industry, international attendees and domestic media at Vardon Avenue in the city’s east end, in an exclusive street party, offering food stations, South Australia’s famous wine, fiery entertainment and an appearance from Adelaide’s Lord Mayor, Jane Lomax-Smith, who offered the ultimate endorsement of the city, telling attendees Adelaide was the place she wanted to be for the rest of her life.

Today buyers and media are experiencing a showcase of Adelaide and its surroundings, with various itineraries taking delegates to the Adelaide Hills and the Barossa Valley. The closing Dreamtime Dinner will be held at Penfolds Magill Estate, located just 15 minutes’ drive from the centre of Adelaide.

International buyers from Greater China, Singapore, Malaysia, Indonesia, India, South Korea, Japan, New Zealand, North America and United Kingdom are also taking part in pre and post Dreamtime famils around Australia to Uluru, Cairns, Kangaroo Island, Perth, Sydney, Canberra, Melbourne, Brisbane and the Gold Coast.

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