For Australian Aboriginals, the Dreaming is the time when ancestral spirits created life and the land. As Andrew McEvoy, Tourism Australia’s outgoing managing director, noted at a luncheon during Dreamtime 2013—Australia’s biennial business events showcase held last December in Melbourne—this creation legend inherently involves “storytelling and advocacy.”
Representing 85 international buyers from 12 countries, including the U.S. and Canada (see Buyer’s Perspective sidebar), delegates met with business events representatives from across Australia and enjoyed signature activities in Melbourne before embarking on various educational experiences around Oz.
With South Korean delegates dancing “Gangnam Style” and costumed Australian tourism officials doing their best Priscilla Queen of the Desert at the rousing farewell gala in Melbourne, the message was clear: Australia’s business events story is more exciting than ever.
“Presently worth $13 billion [AUD], business events are expected to contribute $31 billion [AUD] to the Australian economy by 2020,” said Peter King, CEO of the Melbourne Convention and Exhibition Centre (MCEC), during a media breakfast at the award-winning facility.
Hosting its first-ever Dreamtime, Melbourne, Australia’s leading congressional destination, is a primary driver of this growth.
Recent wins include several blockbuster medical conferences. Just before Dreamtime, 10,000 delegates attended the World Diabetes Congress. This July, following the World Congress of Cardiology in May, Melbourne will welcome 14,000 attendees to the International AIDS Conference, with other majors booked ahead.
The CEOs of four signature Melbourne events—the Australian Open, Formula 1 Australian Grand Prix, Melbourne Cup (horse racing) and Melbourne Food & Wine Festival—also explained how their powerhouse events serve as platforms for coordinating business events and unique experiences.
“Dreamtime was a resounding success, putting the city firmly on the agenda for many corporate and incentive travel planners,” said Karen Bolinger, CEO of the Melbourne Convention Bureau, citing “extremely positive feedback” from delegates “surprised” by Melbourne’s diverse offerings. “Melbourne is attractive precisely because it is surprising, and we tailor every itinerary to delegates’ needs to ensure they leave feeling truly rewarded and motivated.”
Long-time contributor Jeff Heilman, among the international media invited to Dreamtime 2013, continues his coverage of Melbourne and Australia later this year in Meetings Focus.
