Tourism Australia targets business events sector
Tourism Australia today announced the return of ‘Dreamtime in 2011’, a trade marketing event designed to showcase Australia’s best incentive experiences for international business events buyers.
In partnership with Qantas, Dreamtime 2011 will target 100 business events buyers and 20 media from key international markets to participate in a series of educational activities, gala and business networking events. Full details of the week-long Dreamtime 2011 itinerary, which is currently being finalised, are due to be announced in March.
Managing Director of Tourism Australia, Andrew McEvoy, said the business events market is a key sector for Tourism Australia for a number of reasons.
“A major reason for targeting business event travellers is that they are high-yielding sector of the travel market – spending more per day during their stay than the average visitor,” McEvoy said. “Targeting business events travellers also helps us to access an untapped market. Our data shows three quarters of business event travellers wouldn’t have considered visiting Australia if not for the business event they were participating in.
“Before the global financial crisis, the Australian business events market was valued at almost AU$5 billion (US$5 billion) and now we are back on track to achieve similar results in 2011 – and Dreamtime is a key initiative to help us reach that goal,” said McEvoy.
The Dreamtime 2011 itinerary will be designed to give participants bespoke experiences in small groups around the country, as well as demonstrate the country’s ability to host a larger gala events. It will also host one-on-one meetings between the buyers and Australian suppliers at a series of networking events.
Participants for Dreamtime 2011 will be selected from key markets in North and South Asia, Japan, the USA, Europe, UK and New Zealand.
McEvoy said that Tourism Australia is also pleased to announce Qantas as a key partner in Dreamtime 2011.
“Qantas is an important national partner for Tourism Australia and a strong supporter of our business events program, and we are pleased to once again havethem on board to stage Dreamtime,” McEvoy said.
Speaking about today’s announcement Group Executive Qantas Airlines Commercial, Rob Gurney, said; “Qantas has been a key supporter of Dreamtime since the beginning and we are delighted to support Dreamtime 2011. The business tourism industry is a key focus for Qantas and we are proud to fly buyers and media from around the globe to attend this important event.
“Qantas offers a strong international network and unrivalled domestic network for travellers to Australia,” Gurney added.