DREAMTIME TO GENERATE $50 MILLION IN INCENTIVE TRAVEL TO AUSTRALIA

Australia’s annual incentive travel event, Dreamtime beginning today is expected to generate over $50 million worth of incentive travel business to Australia over the next six months, Australian Tourist Commission, Managing Director Ken Boundy said.

Over 130 of the world’s top incentive travel buyers are attending Dreamtime in Sydney this year to meet with 100 Australian tourism products and to experience first hand Australia’s tourism experiences.

“Incentive travel is one of the most lucrative segments in the global travel market, and Australia is in a unique position to grow it’s share,” Mr Boundy said.

“Last year’s Dreamtime event generated around $45 million in incentive travel to Australia, and we expect to exceed this level of business at this year’s event.

“Feedback from our overseas offices indicates that interest in Australia as an incentive destination has boomed following the Sydney Olympic Games with a significant jump in enquiries.

“The Games increased the awareness of Australia’s lifestyle and natural attractions as well as the diversity of facilities and the creativity and professionalism of the Australian business events industry.

“Dreamtime provides our industry with an opportunity to convert the increased awareness and interest into more incentive travel trips which will deliver significant economic contributions to local economies.

“Australia has already welcomed a number of incentive groups this year including Chinese insurance company Nan Shan Life with 2,500 delegates and Shin Kong Life with 2100 delegates.”

Incentive tourism is travel used by corporations to motivate or reward their staff for increased levels of performance, such as increased sales.

Mr Boundy said Australia was the ideal incentive travel destination with the right appeal, product and tourism experiences to motivate and reward e1mployees around the globe.

“Australia has the ‘wow’ factor,” he said. “For long haul incentives there can be no disputing that Australia is arguably the most fashionable destination on earth.

“However, desirability and popularity do not equate to more incentive trips down under. We need to convert the growing interest and to continue to break down the barriers for companies to choose Australia as an incentive destination such as time and distance to travel.

“The slowing global economic conditions could also impact on the growth of this market to Australia, as incentive business is closely linked to a country’s economic climate.”

“The ATC is working with our industry partners and Convention Bureaux to increase the awareness of Australia around the globe and to further educate incentive houses on travel options down under.”

Sydney Convention & Visitors Bureau Managing Director, Jon Hutchison said the Olympics have a proven ability to significantly increase incentive business for the host city making Sydney the natural choice for Dreamtime 2001, following the massive success of the 2000 Olympic Games.

"The Games generated a powerful international profile for Sydney as a major events city, providing an exciting and a secure environment for visitors,” he said.

"Dreamtime will create an unparalleled opportunity for these buyers to immerse themselves in a program featuring the latest incentive product available in Sydney, and the best of regional New South Wales.

"We are confident that the quality of this program will gel with perceptions many incentive houses now have that Sydney has the right 'wow' factors to make incentives here unforgettable," Mr Hutchison said.

Mr Boundy said there were a record number of international incentive buyers and Australia tourism sellers at Dreamtime this year.

“Around 130 international buyers will attend this year’s event, up 13 per cent compared to 2000 – signaling the strong interest in Australia,” he said. “Around 70 per cent of all international buyers will participate in post tours helping to showcase other parts of Australia.”

Dreamtime is Australia’s premier incentive travel event for the inbound tourism industry. There are around 130 international buyers, 13 corporate clients and 100 Australian tourism sellers. This year Dreamtime includes a two day familiarisation program as well as a two day trade show.