For a few days each year, Australian Tourism Exchange (ATE) turns into Australia’s biggest industry matchmaking floor. In 2027, that floor will be in Sydney, with Tourism Australia confirming ATE will return to NSW and ICC Sydney.
The event brings Australian tourism operators face to face with international buyers, media and decision-makers who help shape future itineraries, partnerships and inbound travel demand. This year’s event in South Australia attracted more than 2,900 attendees, including buyers from more than 32 countries.
For NSW, the timing gives the state a sizeable shop window. ATE 2027 will arrive as Western Sydney International Airport prepares to operate 24/7 from October 2026, Newcastle Airport expands its international capacity, Sydney Airport reports its strongest first quarter for international travel, and Australia prepares to host Rugby World Cup 2027.
ATE heads back to Sydney
ATE 2027 will be delivered by Tourism Australia in partnership with host state Destination NSW, with the event to be held at ICC Sydney.
Sydney last hosted the ATE in 2022.
ATE is one of Australia’s key inbound trade events because the meetings can influence which products make it into international programs, which regional experiences get picked up, and which Australian stories buyers take back to their markets.
Federal Minister for Trade and Tourism Don Farrell said South Australia had “done a wonderful job” hosting ATE this year, with Sydney now set to take the baton.
“South Australia has done a wonderful job hosting ATE this year and Sydney – home to so many iconic experiences – will be an excellent host next year,” Farrell said.
“ATE is a fantastic event which saw more than 2900 delegates from 32 countries in 2026. The Albanese Labor Government is proud to support Tourism Australia to deliver this important tourism tradeshow which provides so many opportunities for local businesses and local jobs.”
NSW brings the regions into the room
Destination NSW and 95 NSW visitor economy operators attended ATE26, connecting with international travel buyers and media.
The NSW delegation included 41 operators from regional NSW, 54 from Sydney, 17 first-time attendees and nine Aboriginal experience sellers.
For NSW, the opportunity is to use the Harbour City as the front door, then push buyers further into the state’s regional, cultural, nature-based and Aboriginal-led experiences.
NSW Minister for Jobs and Tourism Steve Kamper said securing ATE 2027 would support the Minns Labor Government’s target of $91 billion in visitor economy expenditure by 2035.
“The Australian Tourism Exchange 2027 will showcase the incredible diversity of experiences our state has to offer to hundreds of local and international buyers,” Kamper said.
“Securing the Southern Hemisphere’s biggest international tourism tradeshow for NSW will play a key role in the Minns Labor Government achieving its goal of $91 billion in visitor economy expenditure by 2035.
“I look forward to joining with stakeholders to share NSW’s unique tourism offering at this important trade event, which will reinforce why NSW is Australia’s leading tourism and business event destination.”
Tourism Australia Managing Director Robin Mack said the event had proved its value over almost five decades.
“Tourism Australia has been delivering ATE for almost five decades, proving its value as our most significant annual event for connecting Australia’s unique travel experiences with international buyers,” Mack said.
“This year’s tradeshow has delivered strong business outcomes. These face-to-face meetings have strengthened relationships to deliver a pipeline of forward-business that contributes to the continued sustainable growth of the Australian tourism sector.”
Destination NSW CEO Karen Jones said the state was pleased to partner with Tourism Australia on ATE 2027, with Sydney returning as host after last staging the event in 2022.
Jones said ICC Sydney would bring buyers, visitor economy stakeholders and NSW businesses together, with the value of ATE extending beyond the event itself through the relationships built and future inbound business generated.
