Australia goes on show for the global incentive market

Tourism Australia’s premier destination and product business incentive event, Dreamtime, opened over the weekend and was launched by Federal Tourism Minister Fran Bailey and Tourism Australia Acting MD, Geoff Buckley in what could be described as the ultimate Australian incentive destination, Queensland’s Gold Coast.

Dreamtime is showcasing Australia to 121 incentive travel decision makers from 20 countries.

Last held in 2004, Dreamtime runs from 3 to 7 November with more than 60 top Australian companies offering incentive tourism products.

Tourism Australia’s Acting Managing Director, Geoff Buckley said, “Dreamtime is an important event for raising awareness of Australia as a destination and building future business in the high yielding incentive travel sector,” adding “Australia has received some big wins in incentive business recently including 10,000 of Amway’s top sales people from the Greater China region to the Gold Coast in March 2007 and this is in addition to an incentive trip by the company to Melbourne in the first quarter of 2008, and another 3,400 representatives from Korea to Cairns in December 2006.”

“These recent wins demonstrate Australia’s strong capability as a world renowned business events destination and by hosting Dreamtime on the Gold Coast we are looking to reinforce and build upon Australia’s strong reputation as a destination for business events to grow future business for the destination in the international marketplace.”

Geoff added, “Australia currently attracts around 155,000 visitors each year for incentive programs organised by companies to reward employees for performance to achieve their corporate goals and the average revenue received from an incentive visitor is three times that of a leisure visitor, that is $375 per day compared to $91 per day.”  “Dreamtime will help to increase awareness among key decision makers of the destination’s offering, ensuring that Australia maintains and grows the industry’s share of this high yield tourism sector.

Launch activities included Aussie icon activity lawn bowls with delegates from all over the world kicking off their shoes to give a lawn bowls a try, supported by “characters” from Australai’s bowling past, with delegates taken back to their hotels on Harleys or in classic cars.

Delegates then joined Tourism Australia atop Q1, the world’s tallest residential building, 230 metres high, with Q1’s observation deck on levels 77 and 78 offering stunning Gold Coast and hinterland views.

Report by The Mole