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Tourism Australia Event Shifts Perception of Adelaide and Beyond for International Delegates

Last updated 25 Jan, 2024

Dreamtime 2023 has undeniably contributed to the revival of the business events industry. The overwhelming satisfaction among delegates and their shifted perception of Adelaide and Australia are clear indicators of Dreamtime's success.

Held from 7 – 9 November, Dreamtime 2023, organised by Tourism Australia in partnership with Business Events Adelaide, showcased Australia as a leading destination for business events, highlighting Adelaide’s array of venues, services, and experiences tailored for corporate events and incentives.

Delegate satisfaction and economic impact

Feedback from a post-event survey showed, 100% of delegates indicated their satisfaction with the event and an increased likelihood of considering Australia for future groups. A significant 91% of attendees reported a change in their perception of Australia as a business events destination.

The economic impact of corporate incentives makes it a highly competitive and valued market because of significant daily expenditure. Business Events Adelaide notes that, on average, this sector sees a daily spend of $1,000 per delegate. Additionally, Adelaide annually hosts over 50,000 business delegates, injecting approximately $250 million into the state's economy.

Dreamtime Adelaide LM 9 0912
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Generating business leads

The leads generated during Dreamtime are anticipated to drive real business outcomes and opportunities, contributing to rebuilding a strong pipeline of international business events.

Notably, the Dreamtime Business Session facilitated over 2,000 appointments, enabling delegates to connect and conduct business efficiently.

Diverse global attendance

The event saw the participation of 77 international incentive planners from a wide array of regions including Greater China, Singapore, Malaysia, Indonesia, India, South Korea, Japan, New Zealand, North America, and the United Kingdom. This diverse international presence underlined the global appeal and significance of Dreamtime as a premier business events platform.

14 international and domestic media representatives, further amplifying its reach and impact presented at Dreamtime 2023 to a broader audience.

Showcasing the city’s venues and experiences

The venues and experiences in Adelaide significantly contributed to the event's allure. Luxury hotels like Sofitel Adelaide and Eos by SkyCity offered top-tier accommodation, while unique experiences like RoofClimb at Adelaide Oval and dining at Restaurant Botanic showcased the city's unique offerings. The Dreamtime Welcome Event, held at Vardon Avenue in the city’s East End, provided a distinctive and memorable experience for all attendees, reflecting Adelaide's charm and hospitality.

To learn more about Dreamtime 2023 and its impact, explore the case study available on Tourism Australia's website.

To find out more about how working with AEDA can benefit you as a tourism operator, check out the Working with AEDA document or see more here.