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Tourism Australia’s signature incentive showcase was held in Adelaide/Tarntanya in partnership with Business Events Adelaide. This was the first Dreamtime event held since 2019 due to the global pandemic and it provided the opportunity to highlight Australia’s exceptional incentive offering to business events planners from around the world.
- Event: Dreamtime 2023
- When: 7 to 9 November 2023
- Where: Adelaide and the surrounding regions including Barossa Valley, Adelaide Hills and McLaren Vale
- Venue: Dreamtime Business Session: Adelaide Convention Centre; Dreamtime Welcome Event: Vardon Avenue; Dreamtime Breakfast: Adelaide Oval; Dreamtime Dinner: Penfolds Magill Estate.
- Attendees: 77 international incentive planners from Greater China, Singapore, Malaysia, Indonesia, India, South Korea, Japan, New Zealand, North America and United Kingdom. And 14 international and domestic media.
- Pre and Post Famils: Delegates were hosted on pre and post famils in Cairns/Gimuy, Gold Coast, Brisbane/Meeanjin, Sydney/Warrane, Canberra, Melbourne/Naarm, regional South Australia, Perth/Boorloo and Uluru.
- Dreamtime 2023 Airline Partners: Singapore Airlines and Cathay Pacific
Setting the scene with the host city
Adelaide was selected as the host city of Dreamtime 2023. Like so many destinations in Australia, the city has undergone an unprecedented level of infrastructure development, welcoming new business events product and experiences.
From hotels such as Sofitel Adelaide, Sequoia and Eos by SkyCity, to experiences and venues such as RoofClimb at Adelaide Oval, Restaurant Botanic and Penfolds Magill Estate, the abundance of premium product available created a three-day showcase that celebrated Australia’s diverse landscapes and exceptional food and wine offering, whilst connecting international delegates with ancient Aboriginal culture and Australia’s warm and welcoming people.
“Prior to travelling to Adelaide, I had little information on why this would be a suitable location for business events. However, after experiencing it firsthand I can truly see why this is the up-and-coming destination to be! The food, wine and activities, as well as great venues create the perfect event package.”
- Jessie Tyler, Orbit Travel Tauranga (New Zealand)
A commitment to sustainability
Dreamtime was a certified carbon natural event by Climate Active, a rigorous, government-backed carbon neutral certification for businesses. Climate Active certification means Tourism Australia reduced emissions where possible and compensated for the remainder by investing in carbon offset projects to fully balance all emissions.
Carbon offset programs Tourism Australia invested in included the Tallering Station Human Induced Regeneration Project, which is regenerating over 75,000 hectares (185,3329 acres) of native shrubland and forest in Western Australia. Over time the project will provide much needed habitat for endangered and critically endangered native species in the region as well as aiding restoration of some of the most at-risk landscapes in Australia.
In addition, Tourism Australia also supported the Karlantijpa North Savanna Burning Project, an Aboriginal enterprise that supports Traditional Owners carry out financially sustainable fire management that reduces greenhouse gas emissions and meets safety, cultural and environmental needs.
“As an organisation we feel we have a role to play in championing and elevating the importance and appeal of sustainable tourism and business events through advocacy and education. It is important to Tourism Australia that we lead by example, which is why many of our events, including Dreamtime 2023, are now certified carbon neutral.”
- Robin Mack, Tourism Australia’s Executive General Manager Commercial and Business Events Australia
A program of many highlights
Dreamtime 2023 officially kicked off with the Dreamtime Business Session, held at Adelaide Convention Centre. An important component of the program, where international delegates connected and conducted business with Australian industry, the Business Session featured unique touches during meeting breaks including a Haigh’s Chocolate smash table at morning tea and a vending machine activation, where delegates could collect an Australian gift to take home.
The first day concluded with the Dreamtime Welcome Event held in Vardon Avenue, an inner-city street, closed down specifically for the event. Hosted by Business Events Adelaide, the Welcome Event was a true celebration of the festival city, with entertainment including fire twirlers, a DJ, and a cabaret performance. Street food stalls lined the street, giving delegates the opportunity to sample a diverse range of food and drink including freshly shucked oysters and local wine tastings.
Breakfast the next day was an affair to remember with delegates running out on the Adelaide Oval field to the cheers of local football supporters. After standing in awe on Adelaide’s premier sporting field with their names displayed on banners and billboards around the stands, delegates enjoyed a seated breakfast featuring fresh local produce. To top off the morning, the group were serenaded by a local choir from the roof top of the stadium as they sung, “We are Australian”.
After breakfast, delegates headed off to explore Adelaide and the surrounding regions of the Adelaide Hills, McLaren Vale and Barossa Valley. Some of the experiences the group enjoyed included getting up close to Australia’s unique animals at Cleland Wildlife Park, going behind the scenes with a Jurlique Farm tour, enjoying lunch under the vines at Yalumba, and taking a Segway tour at Seppeltsfield.
“Everyone is welcoming, sincere & professional. The various touch points where there is personalisation and eye for detailing elevated the experience to a whole new level.”
- Rakesh Rajendran, Gain Access Sports & Entertainment (India)
A multifaceted dinner
Dreamtime 2023 concluded with dinner at Penfolds Magill Estate, home of the Magill Estate Winery, birthplace of the famous Penfolds Grange shiraz. The evening started with a selection of canapés and drinks, before guests were invited to sit down for dinner.
An ‘Endless Table’ wound its way down the lawn of the Estate, connecting the 260 guests, who dined on Port Lincoln Tuna, followed by main course of Eye Fillet Beef and finished with a Penfolds palate cleanser. Entertainment during the night included an acoustic performance by a local musician and an energised performance by a gospel choir, who sung Australian songs to the delight of the crowd.
Dessert was served in the cellar door, which was transformed into the SupperClub. Activations included the Penfolds Live Lounge, where guests could listen to Australian tunes while participating in a wine tasting, and a room filled with floating Australian flavoured macaroons, creating a photo moment for many of the delegates.
“Nothing can prepare you for the experience of Australia. Be prepared for your eyes to widen, your jaw to drop, and your mind to be blown. Australia really is the land of plenty.”
- Martin Ellis, Team Umbrella (United Kingdom)
What success looks like
The Dreamtime 2023 post event survey results indicated 100 per cent of Dreamtime 2023 delegates were satisfied with the event and 100 per cent of buyers were more likely to consider Australia for groups as a result of attending. In addition to this 91 per cent indicated the event changed their perception of Australia as a business events destination.
“This experience has been one to remember for a long time. I must say, Australia and the locals have a way about them that make you feel very welcome and it's as if you lived there your whole life."
- Mike Zook, TenDot (United States of America)