Big win for SA tourism as Adelaide to host world business showcase

23 February 2015

South Australia's $5.3 billion visitor economy is about to receive a significant boost with the awarding of a major event later this year.

The lucrative business events sector will receive a massive lift after Adelaide hosts Tourism Australia's signature trade marketing event, Dreamtime, later this year. The announcement was made at the Asia Pacific Meetings and Events Expo in Melbourne today.

Dreamtime is Australia’s largest business events showcase and is designed to increase awareness of Australia as an outstanding business event destination. It will bring about 150 of the world’s most influential travel buyers and media to Adelaide, connecting South Australian tourism with qualified buyers from markets in China, Singapore, Malaysia, Indonesia, India, New Zealand, USA and the United Kingdom.

Tourism Minister Leon Bignell said Dreamtime 2015 will provide Adelaide the perfect opportunity to promote its many attractions, including its unprecedented level of investment in new and existing infrastructure, to buyers from around the world.

"South Australia offers something for all international travellers. Our wine regions, fresh and diverse produce, a buzzing restaurant and bar scene, packed cultural program, amazing wildlife and breathtaking scenery all combine to deliver an experience like no other,” Mr Bignell said.

“Dreamtime 2015 comes to Adelaide at the perfect time. We will get to show off the redevelopment of the Riverbank Events and Entertainment Precinct, including major redevelopments to the world class Adelaide Convention Centre and iconic Adelaide Oval, the Adelaide Casino and the creation of one of the world’s largest and most significant health and bio-medical clusters.

“Adelaide now has a hub for business events second to none and can accommodate all manner of activities. Our vibrant food and dining culture also means delegates can do business and connect with industry by day and be entertained by night.”

Tourism Australia Managing Director John O’Sullivan said Dreamtime was integral to broader Tourism 2020 industry targets for business events to grow the sector to $16 billion annually across the country by the end of the decade.

“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, Mr O’Sullivan said.

Adelaide Convention Bureau CEO, Damien Kitto commented, “We are excited to be hosting Dreamtime 2015. We are positioning ourselves on a global scale for major conventions, meetings and incentives so Dreamtime provides us with the perfect opportunity to connect with our key markets. Our city has great ambition and intention to service major events and we have never been more equipped to do it.”

Dreamtime 2015 will be held in late 2015. Visitors will spend three days in Adelaide and another three days on educational visits to other Australian destinations.

“We plan to deliver three days of unforgettable experiences including visits to South Australia’s renowned wine regions including the Adelaide Hills and McLaren Vale, and iconic wineries such as Penfolds Magill Estate, home of Grange.

“We will also highlight our diverse high quality cuisine, with attractions such as the Adelaide Central Markets providing an insight into the amazing fresh produce feeding the imagination of Adelaide’s world class restaurant scene.

“Guests will also be able to marvel at South Australia’s stunning and highly accessible beaches and coastal areas, such as Glenelg beach, just minutes from Adelaide City Centre. I’m confident Adelaide will impress any prospective business traveller,” Mr Bignell said

Minister Leon Bignell
Minister for Tourism

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