Business Events Australia’s signature incentive showcase, formerly known as 'Dreamtime', will be called 'Australia Next' as of 2024.
The new name aligns with Business Events Australia’s bespoke magazine for incentive planners with the same name.
Australia Next, the business events destination showcase for event planners and trade media, will return in 2024 in Cairns, Tropical North Queensland.
Tourism Australia managing director, Phillipa Harrison, said: “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.
"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 with ‘Australia Next’ to be held in Cairns."
Previously, the event has only taken place every two years. The 2023 event in Adelaide marked the event's return after a four-year hiatus as result of the Covid-19 pandemic.
The extra edition of the event in 2024 will reflect the four-year absence, giving suppliers, buyers and media an additonal chance to meet, enagage and do business. Australia Next will also have a 2025 edition before resuming two-year programming in 2027.
Harrison added: “The event in Adelaide, and the programme 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.
Boosting business
Tourism Australia’s executive general manager of commercial and business events Australia, Robin Mack, said the signature business events showcase will be crucial to get the Australian business events 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 AU$4.5 billion,” Mack said.
Looking to 2024
Speaking about next year’s event, Tourism Tropical North Queensland said it was proud to be the host partner for Australia Next in 2024 in Cairns, with support from Tourism and Events Queensland.
“We look forward to showcasing our natural assets, first nations culture, and unique offsite venues to incentive buyers from around the world where they will connect with our locals to create great incentive programs,“ said Mark Olsen, chief executive officer, Tourism Tropical North Queensland.
