Adelaide to host major MICE showcase

By / 23rd of February, 2015

ADELAIDE, South Australia will host Australia’s top trade event in December 2015.

Called Dreamtime, the Tourism Australia MICE conference brings more than 100 of the world’s top level travel buyers, including agents, incentives houses and companies that book incentive programs and events, to Australia for a five-day experience.

The first two days are spent touring the host city and meeting with local tourism and business event operators. The following three days are spent visiting another Australian destination in a smaller group.

The Adelaide Convention Bureau helped secure the MICE event for South Australia.

The CEO of the Adelaide Convention Bureau, Damien Kitto said

Adelaide is perfectly positioned on a global scale for major conventions off the back of the unprecedented level of infrastructure both completed and nearing completion. 

“Adelaide has never been more equipped to shine in the spotlight of Dreamtime,” he said.

Tourism Australia Managing Director John O’Sullivan said that Dreamtime is integral to their broader Tourism 2020 industry targets for business events to grow the sector to $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.

The South Australian minister for tourism Leon Bignell said the redevelopment of the Riverbank Events and Entertainment Precinct, including the major expansions to the Adelaide Convention Centre and Adelaide Oval, gives Adelaide a hub for major business events that is second to none.??

"Adelaide has been named as one of Lonely Planet's top ten cities to visit in 2014 and recently the New York Times singled out Adelaide as the city in Australia to visit this year,” he said. 

"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. "