Dreamtime to boost Australia’s Business Events Sector

  • Joint media release with:
  • Zoe Bettison MP, South Australian Minister for Tourism

Adelaide will host Tourism Australia’s signature incentive showcase, Dreamtime, this year.

Dreamtime attracts international buyers and media to Australia to promote our country as an outstanding business events destination.

This year’s event will be the first Dreamtime held since 2019 and will provide the Australian industry with the chance to reconnect with buyers from key markets around the world including: Greater China, Singapore, Malaysia, Indonesia, India, South Korea, Japan, New Zealand, North America and UK.

The last Dreamtime, held in Perth, generated 36 business leads within three-months, worth $97 million in economic value. It is hoped Dreamtime 2023 will generate more leads and also complement other activities aimed at attracting business events to Australia, such as the Business Events Bid Fund Program.

The Bid Fund, which helps to secure business events in the critical bidding phase, has played a role in Australia securing 89 event wins with a combined value of about $688 million, and is funded for a further two years to secure even more events.

Dreamtime 2023 will be held from 7 to 10 November in Adelaide, with international buyers and media to visit other Australian destinations pre and post the event.

Quotes attributable to Minister Farrell:

“Australia’s business events offering is exceptional and this upcoming Dreamtime in Adelaide will be an opportunity to show the wealth of new product available, and our world class event delivery.”

“Dreamtime has a proven track record of generating business leads and that will be more important than ever before as we look to rebuild a strong pipeline of international business events across Australia.”

“Pre-pandemic, the business events sector attracted more than a million people to Australia spending $4.5 billion a year and we want to get back to those levels as soon as possible.”

“We are delivering on our election commitment to support Tourism Research Australia to better measure and report the contribution business events make to Australia’s economy, with $2 million in funding.”

Quotes attributable to Minister Bettison:

“We feel very proud that Adelaide has won the highly competitive process to host Dreamtime; an important and prestigious business event that Business Events Adelaide has been instrumental in winning for our State.

Events like Dreamtime attract international attention to our beautiful state as an outstanding business events destination and promote Australia to the rest of the world.

This year’s event will give the opportunity to Australian businesses to reconnect with buyers from key markets around the world. It is expected to generate business leads of significant economic value and attract more business events to Australia.

Securing the Tourism Australia Dreamtime event for SA is another sign of the strength of our tourism sector and the commitment to building back the industry in South Australia stronger than ever.

As a state we have a proven track record of hosting successful events in Adelaide, and we welcome Dreamtime to South Australia.”

Media enquiries

  • Minister's office: 02 6277 7420
  • DFAT Media Liaison: (02) 6261 1555