Australian Tourism Exchange officially opens

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The Australian Tourism Exchange (ATE) officially opened in Brisbane/Meanjin on Monday, 28th April, kicking off a four day programme of business appointments between members of the Australian tourism industry and global tourism wholesalers and retailers.

Running till Thursday, 1st May, ATE expects the attendance of around 1,600 Australian sellers and over 700 global buyers.

Attendees will take part in 60,000 appointments at the Brisbane Convention and Exhibition Centre.

According to Tourism Australia managing director Phillipa Harrison, ATE is  the tourism board’s largest annual trade event and plays a crucial role in driving business from key international tourism markets to Australian tourism operators.

Harrison said: “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.”

Furthermore, the 1,600 Australian sellers in Brisbane will have access to buyers from 31 countries and the connections they make in coming days will drive international travellers to their businesses in the months and years ahead.

ATE25 is delivered by Tourism Australia in partnership with Tourism Events Queensland, with support from the Brisbane Economic Development Agency.

A welcome return

Queensland minister for the environment and tourism Andrew Powell pointed out how Brisbane is extremely fortunate to host ATE25, as the event was last held in Queensland’s capital city 17 years ago.

Powell said: “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 – we’ve got more to offer than ever before. We’ve certainly made the most of this brilliant hosting opportunity, with Queensland tourism operators taking up 191 booths, including 17 Indigenous operators, taking over a quarter of the trade show floor.”

He added that, as Brisbane is slated to host the 2032 Olympic and Paralympic Games, the state government is determined to enhance its global appeal.

Powell said: “There is simply no better opportunity to showcase Queensland’s countless connections to sea, land and culture than at ATE25. We want these international tourism decision makers coming back to our shores with as many visitors as possible in the lead up to 2032, during and well beyond.”

For his part, Brisbane’s lord mayor Adrian Schrinner said the 2025 Australian Tourism Exchange would drive more business to local tourism operators.

He said: “Brisbane is Australia’s lifestyle capital, and our tourism operators are a key reason why we are capturing global attention as one of the best places in the world to visit.”

Schrimmer added that the ATE provides a fantastic platform to give tourism operators an edge internationally and stand out in a saturated market.

He said: “This will ensure Brisbane remains a destination of choice for international visitors by showcasing just how much there is to see and do here.”

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