Dreamtime, Australia’s incentive travel trade event, to become biennial event

Australia’s incentive travel trade event, Dreamtime will now be held every second year, with the next event to be held in 2004, Australian Tourist Commission (ATC) Managing Director, Ken Boundy said today.

“Following consultation with our industry partners and convention bureaux we have decided to make Dreamtime a biennial event, “ he said.

“Dreamtime will continue to be an important event for Australia’s incentive tourism sector, however feedback from the industry indicates that a biennial event would be more effective and ensure continued support from all key partners Australia-wide. 

“The new format will also ensure that Dreamtime continues to be a top-quality event, showcasing the best experiences on offer in Australia and attracting a high-level of international incentive buyer.”

ATC Executive General Manager, Marketing Development, Stephen O’Neill said the ATC had adopted a more integrated approach to business tourism with a combination of programs targeting both corporate end users and trade. 

“The scope of the ATC’s programs focusing on the incentive travel market has expanded, with Dreamtime only one component, “ he said. 

“The ATC has a range of new initiatives to begin this year which will ensure that Australia can continue to build its share of the global incentive travel market and will remain top of mind for both incentive travel buyers and corporate end users. 

“An additional $1 million has been allocated for the next phase of the ATC’s integrated marketing campaign. 

“This will include a new corporate familiarisation program which will bring highly qualified potential customers from the US, Europe and Asia to Australia. This will provide a unique opportunity to convince opinion leaders on our country’s capabilities as an incentive destination. It also provides a new program for industry to become involved.

“Through Team Australia, the ATC in conjunction with convention bureaux will also introduce new business-to-business programs, such as sales missions to meet with corporate end users and incentive buyers.

“In addition, the ATC will continue to participate in business trade events in all regions, sales missions and educational seminars.

“The combined projects will provide more opportunities for Australian businesses to meet with international buyers, continue to raise the awareness of our country as an incentive travel destination and ultimately convert interest in our country into business.”

Mr O’Neill said this year’s event was a success with positive response from both international and Australia delegates.

Dreamtime facts

- Dreamtime is Australia’s premier incentive travel trade event

- Dreamtime was first held in 1992, and was held as a biennial event until 1998

- The event was held in conjunction with the Australian Tourism Exchange in 2000, and then as a stand alone event in 2001 and 2002.