Media release

Tourism Australia’s signature incentive showcase, Dreamtime, has kicked off in Adelaide/Tarntanya with international business events planners and media to take part in a two-day program across the city. Delivered in partnership with Business Events Adelaide, the showcase is designed to increase awareness and interest in Australia as an outstanding business events destination.

This is the first Dreamtime to be held since 2019 due to the global pandemic and it will be an important opportunity for the qualified buyers from Greater China, Singapore, Malaysia, Indonesia, India, South Korea, Japan, New Zealand, North America and United Kingdom to reconnect with Australian industry sellers.

Tourism Australia Managing Director, Phillipa Harrison, said with Australia continuing to rebuild a pipeline of international business events now is the time to welcome international business events planners back to Australia for Dreamtime.

“In 2019 the business events sector was a major contributor to the Australian visitor economy attracting more than one million visitors to our country who spent $4.5 billion and Dreamtime will play a key role in helping us get back to those levels,” Ms Harrison said.

“Over the next two days 80 international buyers will meet with almost 90 Australian industry sellers at the Adelaide Convention Centre and events across the city, and we hope the relationships formed will drive real business outcomes for the industry right around Australia.”

“The international buyers and media will also spend three-days on famils to other destinations around Australia to see the full breadth and depth of what we have to offer from our iconic and diverse landscapes, world-class venues, unique experiences, and friendly people.”

Tourism Australia’s Executive General Manager of Commercial & Business Events Australia, Robin Mack, said Dreamtime provides the perfect platform to demonstrate Australia’s event delivery capabilities and the event has a strong record of securing future incentive business.

“Even with the disruption to global travel after the event, Dreamtime 2019 delivered solid results for Australia, generating 36 business leads in three months, worth $97 million,” Mr Mack said.

“As Dreamtime 2023 is the first in four years there is also a wealth of new product available, with many of our destinations undergoing unprecedented infrastructure development with Adelaide, for example, adding the Sofitel Adelaide, Adelaide Oval Hotel and Eos by SkyCity, and soon to launch Adelaide’s first Marriott Hotel.”

Business Events Adelaide Chief Executive Officer, Damien Kitto, said Business Events Adelaide is proud to partner with Tourism Australia to deliver Dreamtime 2023.

“We are delighted to welcome Dreamtime back to Adelaide, and for international agents and media to be able to see for themselves how we can tailor a truly bespoke corporate incentive experience to suit every need,” Mr Kitto said.

“Adelaide has all the infrastructure and high-quality venues expected of a modern city but has retained its boutique charm. We are so fortunate to be able to easily show our visitors world class unique experiences in the Barossa Valley, McLaren Vale and Adelaide Hills, all within an hour of the city.  Our Team Adelaide members are ready to demonstrate the exceptional service that we are renowned for, and there will be more than a few surprises to delight our guests. We look forward to them returning home inspired by the possibilities presented for their future corporate incentive programs.”

“Those looking for a unique, affordable and sustainable destination will find everything they need right here in Adelaide, and we can’t wait to show them.”

Dreamtime 2023 will take place from 8 to 9 November in Adelaide/Tarntanya, South Australia, with pre and post familiarisations taking place around the country for international buyers and media. The program is delivered in partnership with Business Events Adelaide and airline partners Cathay Pacific and Singapore Airlines.