Dreamtime win positions Adelaide for Asia groups

The selection of Adelaide as the destination for Australia’s largest showcase for the business events and incentives industry will offer groups from Southeast Asia and China more access to quality experiences, says the city’s convention bureau chief.

Adelaide Convention Bureau won the bid to be the host city for Dreamtime 2015, Tourism Australia’s corporate event and incentive showcase, which will bring more than 100 of the world’s top travel buyers to South Australia in December.

Damien Kitto, the bureau’s chief executive, says Dreamtime is proving to be a turning point in efforts to bring Adelaide to the attention of event and incentive travel planners seeking more from Australia.

Speaking on the sidelines of Aime in Melbourne, Kitto told MIX that the redevelopment of Adelaide’s city centre with the convention centre and Oval cricket on either side of the Riverbank Events and Entertainment precinct have strengthened the bureau’s position.

In the past 12 months, the newly developed Adelaide Oval hosted its first football match and a concert by the Rolling Stones and the first phase of the Adelaide Convention Centre redevelopment welcomed delegates. 

Kitto added that the reputation of South Australia as the country’s best wine-growing region and fine local cuisine are a bonus for organisers seeking to give their groups a quality lifestyle experience.

Adelaide’s knowledge industries, particularly with the expertise at facilities such as the newly opened Sahmri – the South Australian Health & Medical Research Institute – and the development of a biomedical precinct, have already put the city at the forefront of the association meeting circuit.

“Clients and organisers now want to hear more,” Kitto said. “With Dreamtime comes a fresh destination in Australia that will give them a quality post-event experience through the best food, wine and wellbeing. With that comes a compact city with convention, hotel and event space within a walk from the Adelaide Oval for stadium tours and great cricket events.”

Following the announcement of Adelaide Convention Bureau’s successful bid, Tourism Australia Managing Director John O’Sullivan said: “Dreamtime is integral to our broader Tourism 2020 industry targets for business events to grow the sector to A$16 billion annually by the end of the decade.

“Dreamtime is Australia’s largest business events showcase, which allows us to connect with qualified buyers from markets including Greater China, Singapore, Malaysia, Indonesia, India, New Zealand, USA and the United Kingdom.

“We truly believe Adelaide and South Australia provide the perfect gateway for our key international buyers to experience a fantastic array of experiences and destinations on offer in Australia – and it’s the perfect time for the city to show its new developments.

“We look forward to working in partnership with Adelaide Convention Bureau to highlight some of the excellent business event facilities and experiences on offer in Australia to our key markets around the world,” O’Sullivan added.

The Dreamtime announcement came as Adelaide Convention Bureau launched an online booking portal for delegates seeing pre and post-conference tours.

For more updates from Aime 2015, see our roundup here

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