Australia’s largest annual b2b tourism showcase, the Australian Tourism Exchange (ATE) has successfully wrapped in Brisbane/Meanjin, following the announcement that Adelaide/Tarntanya will return as host city next year.
For the first time since 2018, the South Australian capital will host Tourism Australia’s biggest event at the Adelaide Convention Centre, from 10-14 May 2026.
Tourism Australia will present ATE26 with the South Australian Tourism Commission.
Phillipa Harrison, Managing Director of Tourism Australia, said the event would provide a massive opportunity and boost for tourism in Adelaide and the surrounding region.
“Brisbane has done a great job hosting ATE25 and we are already looking ahead to next year to see how Adelaide and South Australia showcase the best of their state to visiting international buyers and global media,” Harrison said.
“ATE helps to drive international travellers to regions right around the country but it is a particularly good opportunity for the host state and we will be working closely with our partners, the South Australian Tourism Commission, to put on a memorable event next year.”
“Powerful platform”
South Australia’s Minister for Tourism, Zoe Bettison, said she was confident SA would leave a “lasting impression on delegates, when they can experience for themselves our abundant hospitality that you won’t get anywhere else”.
“We’re incredibly proud to welcome hundreds of international buyers and sellers at the industry’s premier trade event in Adelaide in 2026,” she remarked.
“The Australian Tourism Exchange offers a powerful platform to showcase South Australia’s unique offerings to the most influential national and international tourism stakeholders, inspiring them to promote our wonderful destination in their markets.
“From our world-class food and wine, natural wonders and beautiful regions, our stand-out events and festivals, and new luxury accommodation – we’re looking forward to giving the world a taste of what South Australia and our passionate tourism operators have to offer.”
Record ATE
This week, around 60,000 appointments between some 1,600 Australian tourism sellers and 700 international wholesale and retail buyers took place at ATE25, combining for the biggest-ever edition of the event.
Amid the hum of those appointments and catch-ups, TA MD Harrison took a moment to share her take on where we’re at and where we’re going with Karryon’s Matt Leedham. Read that story here.
While at ATE, we also caught up with Craig Davidson, the newly appointed CEO of Tourism and Events Queensland. Check out that interview here.
For more information on ATE, visit the Tourism Australia website.
