Sydney to host Dreamtime in 2004

One of Australia's premier incentive travel trade events, Dreamtime, will be held in Sydney this year, Australian Tourist Commission (ATC) Managing Director, Ken Boundy announced today.

"Dreamtime, a biennial event, is an important event for Australia tourism, showcasing the country to the world's top incentive buyers," Mr Boundy said.

"The event provides an opportunity for Australian incentive travel products to meet with 140 international travel buyers, helping to increase the awareness of incentive travel product across Australia.

"Dreamtime 2002 delivered more than $40 million in incentive business for Australia, with companies including Citibank, Pfizer, Nokia and Prudential choosing to travel to Australia as a result of meetings held at Dreamtime. We are looking to continue the success of Dreamtime this year, and to further build Australia's share of the incentive travel market. "

ATC Executive General Manager, Marketing, Stephen O'Neill said Dreamtime is a unique event and is the only opportunity for Australian tourism products to meet with international businesses from all key markets, including the US, Europe and Asia.

"There are indications that there is increased interest in Australia as an incentive destination from companies in North America, particularly for travel in the second half of 2004 and early 2005," Mr O'Neill said. 

"We have already received interest from buyers in the UK and Europe to attend Dreamtime this year. We will be looking to capitalise on this interest from Europe and North America to attract top incentive buyers from these important markets. 

"There is also strong potential for Australia to grow its share of the incentive travel market, particularly from countries like Thailand, Taiwan and China in Asia and we will be targeting key buyers from these sectors." 

Dreamtime will run from 28 October to 2 November, including a trade show at Sydney Olympic Park (from Friday 29 October to Saturday 30 October) and a two day famil program for buyers showcasing Sydney's capability as an incentive destination.

Mr O'Neill said the ATC was also targeting organisations interested in incentive travel to participate in familiarisation trips to Australia, which would provide an opportunity to experience first hand the range of options for an incentive trip in Australia.

"By targeting both organisations through the famil program and the incentive buyers at Dreamtime, we will maximise the exposure and reach the key decision makers."

Dreamtime was first held in 1992 and has previously been held in Sydney, the Gold Coast, Alice Springs and Uluru. Qantas is the official airline sponsor for the event, and has been a partner in all Dreamtime events.