Tourism Australia to Target Int. Business Events Sector with Dreamtime 2011

Dreamtime, a premier trade marketing event designed to showcase Australia’s most outstanding incentive experiences for international business events buyers, will this year target 100 business events decision makers (buyers) and 20 media from key international markets.

Full details of the week-long Dreamtime 2011 itinerary, which is currently being finalised, are expected to be announced in March.

“A major reason for targeting business event travellers is that they are high-yielding sector of the travel market - spending more per day during their stay than the average visitor,” said Managing Director of Tourism Australia, Andrew McEvoy. “Targeting business events travellers also helps us to access an untapped market. Our data shows three quarters of business event travellers wouldn’t have considered visiting Australia if not for the business event they were participating in. Before the global financial crisis, the Australian business events market was valued at almost $5 billion and now we are back on track to achieve similar results in 2011 - and Dreamtime is a key initiative to help us reach that goal.”

The Dreamtime 2011 itinerary will be designed to give participants bespoke experiences in small groups around the country, as well as demonstrate Australia’s ability to host gala events. The gateway city will also host one-on-one meetings between the buyers and Australian suppliers at a series of networking events.

Participants for Dreamtime 2011 will be selected from key markets in North and South Asia, Japan, the USA, Europe, UK and New Zealand.

Qantas is a key partner in Dreamtime 2011. “Qantas is an important national partner for Tourism Australia and a strong supporter of our business events program, and we are pleased to once again have them on board to stage Dreamtime,” Mr McEvoy said.

Group Executive Qantas Airlines Commercial, Mr Rob Gurney, said “The business tourism industry is a key focus for Qantas and we are proud to fly buyers and media from around the globe to attend this important event. Qantas offers a strong international network and unrivalled domestic network for travellers to Australia.”

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