Australia’s MICE sector is set for a dynamic resurgence following the conclusion of Dreamtime 2023 and the exciting announcement of ‘Australia Next’ in 2024. These events serve as pivotal platforms in showcasing the country’s diverse offerings and fostering international connections within the industry.
Dreamtime 2023, held at 8 and 9 of November in Adelaide after a hiatus of four years due to the global pandemic, marked a significant milestone in the resurgence of Australia’s MICE landscape. The event brought together qualified buyers from various regions including Greater China, Singapore, Malaysia, and beyond. Its primary goal was to reconnect these international buyers with Australian industry sellers, aiming to revive the country’s MICE sector.
Tourism Australia Managing Director, Phillipa Harrison, highlighted the event’s role in reigniting the industry. She emphasized the importance of welcoming international MICE planners back to Australia, showcasing the country’s wealth of offerings. The Adelaide event not only served as a networking platform but also provided a glimpse into the plethora of new products and experiences that have emerged across Australia over the past few years.
Moreover, Dreamtime 2023 generated significant leads and business opportunities, reinforcing its pivotal role in driving the country’s MICE economy. With an aim to recapture the pre-pandemic visitor numbers and economic contributions, Dreamtime played a crucial role in kick starting this recovery process.
The beginning of a new chapter – Australia Next 2024
Building on the success of Dreamtime, the announcement of ‘Australia Next’ in 2024 brings forth a fresh chapter in the country’s MICE narrative. Cairns will serve as the host city for this upcoming showcase, which marks a strategic shift in focus from a nationwide spotlight to a more localized presentation of Australia’s offerings.
The decision to rebrand the event aligns it with Business Events Australia’s magazine for incentive planners, aiming to further streamline and strengthen the country’s positioning in the international MICE market. ‘Australia Next’ will accentuate Tropical North Queensland’s attractions, spearheaded by Cairns. This shift in focus aims to provide a more in-depth exploration of the unique offerings, natural assets, and cultural experiences specific to this region.
Mark Olsen, Chief Executive Officer of Tourism Tropical North Queensland, expressed pride in hosting ‘Australia Next’ in Cairns. He emphasized the intention to showcase the region’s natural splendors and indigenous culture to incentive buyers worldwide, fostering connections with the locals to create enticing incentive programs.
These events signify more than just showcases; they symbolize the collaborative efforts of various stakeholders. Tourism Australia, in collaboration with local partners such as Business Events Adelaide and Business Events Cairns & Great Barrier Reef, along with the support of Tourism and Events Queensland, underscores the collective commitment towards rejuvenating Australia’s MICE sector.
The involvement of Queensland Tourism Minister Stirling Hinchliffe and Member for Cairns Michael Healy further underscores the significance of these events for Queensland’s tourism landscape. With Queensland’s popularity soaring as a corporate events and incentive destination, the prospects for ‘Australia Next’ in 2024 are rife with possibilities.
In conclusion, Dreamtime 2023 and the unveiling of ‘Australia Next’ in 2024 stand as pivotal milestones in Australia’s journey to revive its MICE industry. These events not only serve as platforms for networking and collaboration but also as catalysts for economic resurgence, spotlighting the country’s diverse offerings and establishing it as a premier destination for international MICE events.
Australian Hospitality Alumni Network Vietnam 