Dreamtime gets a rebrand

Tourism Australia's business events planners showcase will return in 2024 with a new name and new host city.

Tourism Australia’s incentive showcase will return next year and is heading to Cairns.

As Dreamtime 2023 wrapped in Adelaide last week it was announced the showcase is going to be rebranded to “Australia Next” and will take place in September.

Tourism Australia Managing Director, Phillipa Harrison, said to help fast track the Australian business events industry’s recovery, international incentive planners will be hosted in Australia in consecutive years, with the showcase returning to every two years after 2025.

“After having the event on hold for four years we are so pleased Dreamtime has returned in 2023, giving us the opportunity to welcome international business events planners and media back to Australia,” Ms Harrison said.

“The event in Adelaide, and the program of familiarisations around the country, have provided the visiting qualified buyers and media the chance to see first-hand some of the new product which has come online over the past few years.

“The leads generated from Dreamtime in Adelaide this year and Australia Next in the future will drive real business outcomes, which will play a more important role than ever before as we rebuild a strong pipeline of international business events.”

Tourism Australia’s Commercial & Business Events Australia EGM, Robin Mack, said the signature business events showcase will be crucial to getting the industry back to where it was in 2019.

“The return of Dreamtime in Adelaide this year and Australia Next in the future will help the business events industry to once again attract more than a million visitors a year to our country, contributing $4.5 billion,” he said.

“We thank our host partner Business Events Adelaide for making sure the first Dreamtime in four years was one to remember and we look forward to working with Business Events Cairns & Great Barrier Reef to make Australia Next in 2024 just as memorable.”

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