Show and tell at Dreamtime 2023

Dreamtime, now known as Australia Next, has been successfully running from more than a decade, but suffered a four-year hiatus during the Covid-19 pandemic.

In November 2023 the showcase event bounced back in spectacular fashion, and I was there to experience it.

‘Show me, I’ll remember’ is undoubtedly the mantra behind Business Events Australia’s unique destination showcase, with expertly delivered examples of incentive programmes across Australia, for more than 80 international event planners and 14 international media from the UK, China, Singapore, Malaysia, Indonesia, India, South Korea, Japan, New Zealand, and North America.

Smelling the harvested rose petals at Jurlique Farm

The format

The UK group, for example, comprised of seven event planners and two journalists, kicked off their Dreamtime experience exploring Australia’s red centre – Uluru in the Northern Territory, enjoying sunrise breakfasts, sunset drone shows, Indigenous crafts, and tours of Uluru. Each activity and experience undoubtedly leaving a lasting impression on the group and encouraging them to bring incentive groups back.

After soaking up the desert sun in Central Australia, the group headed down to Adelaide, the host city of Dreamtime 2023, for another packed itinerary that would ultimately make the group fall in love with South Australia's capital.

Show

The ‘show’ element of the event immerses attendees deep into the incentive possibilities on offer in every corner of Australia, with each exceptional experience forming a smile-inducing memory.

After checking in at the Oval Hotel, Adelaide - situated in the Oval stadium, the UK group were whisked from vineyard to vineyard, including The Louise and Chateau Tanunda, to oogle the impressive event spaces and sample some of South Australia's finest liquid grapes.

But Adelaide is so much more than just world-renowned vineyards set in rolling, verdant hills under the gentle sun and warming breeze.

Adelaide is also home to some seriously cute wildlife found at Cleland Wildlife Park, including Mandy the koala who doesn't mind being petted while she enjoys her mid-morning snack.

The compact and collaborative nature of Adelaide also makes working with city officials very simple. Damien Kitto, CEO of Business Events Adelaide unveiled this collaboration for Dreamtime 2023's opening ceremony which saw delegates party the night away on a city centre street which has been shut to the public for this special event.

Cue making every single delegate feel like a VIP.

Each of the many experiences on offer in Adelaide are unreplicable, making it a truly distincitve incentive destination.

Robin Mack, Executive General Manager, Commercial & Business Events Australia at Tourism Australia

Tell

The Adelaide Convention Centre (ACC), is the world’s first convention centre to achieve EarthCheck’s coveted Master certification. Dreamtime delegates experienced ACC's impressive spaces during the dedicated meetings held between international buyers and Australian suppliers.

“The opportunity to tell Australia’s business events story is everything for Tourism Australia,” Robin Mack, executive general manager, commercial and business events Australia at Tourism Australia told me when we caught up in Adelaide.

“The calibre of event buyers attending Dreamtime is amazing, especially given that event professionals have to be discerning with their time, but have actively chosen to attend this event.”

Dreamtime 2023 can only be described as a feat of astonishing planning by the Business Events Australia and Business Events Adelaide teams, along with their partners Singapore Airlines and Cathay Pacific. The coordinated programmes were delivered faultlessly and with great enthusiasm, providing a glimpse of what Business Events Australia can deliver for incentive groups.

Mike O'Shaughnessy, managing director at Wallace Travel Group DMC, who attended Dreamtime 2023 said the showcase was an excellent event, meticulously planned and very well executed. “All partners from hotels to product suppliers, local government agencies, councils and tourism bodies were totally on point and on message. It was extremely well resourced.

“In my opinion, it demonstrated the excellent and varied range of products and experiences that Australia has to offer as an incentive destination from cultural, special interest, dining, active and outdoor pursuits, high-end and diverse accommodation options and locations.”

Dreamtime 2023 not only made sense, it made a lasting impression.

Looking for incentive inspiration? Stay tuned for M&IT's Destinations of the Month: Adelaide and Uluru in 2024.