Dreamtime now Australia Next

Tourism Australia has rebranded its signature business incentives showcase, Janie Medbury reports.

THE peak tourism marketing body will bring back the Dreamtime showcase, which has been renamed Australia Next to align with Business Events Australia’s bespoke magazine for incentive planners, earlier than expected next year.

Tourism Australia Managing Director Phillipa Harrison made the announcement in Adelaide yesterday during the conclusion for this year’s showcase, revealing that next year’s iteration will take place in September, with Cairns declared as the host city.

She also confirmed that international incentive planners will be hosted in Australia in consecutive years to help speed up the business event industry’s recovery, with the showcase set to return every two years after 2025.

“After having the event on hold for four years we are so pleased Dreamtime has returned in 2023,” Harrison said. “We know there is so much more for the international buyers to see around the country, so it is great our signature business events showcase will return once again in 2024.”

She went on to explain that “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 Executive General Manager of Commercial & Business Events Australia, Robin Mack, said the showcase will play a key role in helping the industry recover to where it was before the pandemic, when it attracted more than a million visitors a year and injected $4.5 billion into the Australian economy.

“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,” she enthused.

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