The Australian Tourism Exchange (ATE) officially opened in Brisbane/Meanjin on April 28, starting a four-day program for business meetings between Australian industry members and global tourism wholesalers and retailers.

Running until May 1, ATE expects about 1,600 Australian sellers and more than 700 global buyers to participate in 60,000 appointments held at the Brisbane Convention and Exhibition Centre.

Phillipa Harrison, Managing Director of Tourism Australia, emphasized that ATE is the board’s largest annual trade event, crucial for driving business from key international markets to Australian operators. Harrison stated: “ATE is a chance for our tourism industry to meet face-to-face with key tourism decision makers from around the world and tell them about the incredible products and experiences Australia has to offer for international holidaymakers.”

The sellers will interact with buyers from 31 countries, creating connections that will likely boost international travel to Australia.

ATE25 is organized by Tourism Australia in collaboration with Tourism Events Queensland, supported by the Brisbane Economic Development Agency.

A Warm Welcome Back

Queensland’s Minister for Environment and Tourism, Andrew Powell, noted the significance of hosting the ATE after 17 years. He expressed excitement about demonstrating Brisbane’s evolution and mentioned: “Brisbane has changed significantly since the Australian Tourism Exchange was last here, and we’re so excited to have the opportunity to showcase just how much our city and state have evolved over time.”

Adrian Schrinner, Lord Mayor of Brisbane, remarked that the event would drive more business to local tourism operators and elevate Brisbane’s status as a tourist destination, aiming for high visitor numbers leading up to the 2032 Olympic Games.