Dreamtime gets a rebrand as next destination revealed

Tourism Australia managing director Phillipa Harrison at Dreamtime in Adelaide.

Tourism Australia’s signature incentive showcase Dreamtime has been rebranded to Australia Next and will return in 2024 in Tropical North Queensland.

Normally held every two years, the decision to fast track the incentive showcase by a year follows a strong pipeline of international business events heading to Australia.

Cairns will host Australia Next in September 2024 with the showcase retuning to every two years after 2025.

The rebrand aligns the showcase with Business Events Australia’s bespoke magazine for incentive planners.

“After having the event on hold for four years we are so pleased Dreamtime has returned in 2023, giving us the opportunity to welcome international business events planners and media back to Australia,” said Tourism Australia managing director Phillipa Harrison.

The newly rebranded Australia Next incentive showcase will be held in TNQ in 2024.

“The event in Adelaide, and the program of familiarisations around the country, have provided the visiting qualified buyers and media the chance to see first-hand some of the new product which has come online over the past few years.

“We know there is so much more for the international buyers to see around the country, so it is great our signature business events showcase will return once again in 2024 with ‘Australia Next’ to be held in Cairns.”

Business Events Australia boss Robin Mack said the signature business events showcase will be crucial to get the Australian business events industry back to where it was in 2019.

“The return of Dreamtime in Adelaide this year and Australia Next in the future will help the business events industry to once again attract more than a million visitors a year to our country, contributing $4.5 billion,” he said.

“We thank our host partner Business Events Adelaide for making sure the first Dreamtime in four years was one to remember and we look forward to working with Business Events Cairns & Great Barrier Reef to make Australia Next in 2024 just as memorable.”

Australia Next 2024 will be hosted with support from Tourism and Events Queensland.

“We look forward to showcasing our natural assets, first nations culture, and unique offsite venues to incentive buyers from around the world where they will connect with our locals to create great incentive programs,” said Mark Olsen Tourism, Tourism Tropical North Queensland’s CEO.