Glorious weather, fantastic food, natural beauty, marvelous hotels and venues, excellent infrastructure, and boundless creativity are all part of the package with destination Australia. And during the four days of Dreamtime 2004, in October, 140 buyers and media from all over the world experienced a very large dose of it.

Tourism Australia held Dreamtime 2004 in Sydney with a two-day trade show at Sydney Olympic Park followed by a two-day tour of the city. At the end of the four-day program, buyers and media divided into smaller groups for familiarization trips around the country.

Dreamtime, Australia’s premier biennial incentive travel event, provides an opportunity for Australia to showcase a wide range of tourism products to the world’s incentive travel buyers. The event is recognized as one of the most successful incentive travel events: The 2002 event generated more than $3.8 million (U.S.) in confirmed business.

Part of what makes Australia such a popular destination is its iconic features, familiar around the world: the Opera House, the Harbour Bridge, and kangaroos. In a Harris Poll from August 2004, Australia was the No. 1 choice on the list of countries that Americans would most like to visit if money were no object. Australia has topped this list for eight consecutive years. Corporations can utilize Australia’s popularity as a motivating force for employees with an incentive campaign to Australia. Gillian Taylor, general manager of The Australian Incentive Travel Co., said, "Americans feel very welcome here. They can remain in their comfort zone and still have different experiences."