Around 60,000 appointments between some 1,600 Australian tourism sellers and more than 700 international wholesale and retail buyers… welcome to the 2025 Australian Tourism Exchange (ATE).
The biggest-ever edition of the event, ATE 2025 officially kicked off today at the Brisbane Convention and Exhibition Centre, marking a return to Queensland’s capital for the first time – believe it or not – in 17 years.
Delivered by Tourism Australia, ATE25 is presented in partnership with Tourism and Events Queensland and supported by the Brisbane Economic Development Agency.
The event is the ultimate platform for Australian tourism businesses to connect with global distribution partners, strike new business deals and tap into the latest industry trends.
Tourism Australia Managing Director Phillipa Harrison says ATE’s contribution to Australia’s multi-billion dollar tourism industry, especially from key and emerging global markets, is invaluable.
“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,” Harrison said of Tourism Australia’s largest annual trade event.
“The 1,600 Australian sellers here 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.”
A standout feature this year is the Aviation Hub – an innovation born in the wake of COVID – that brings together all of Australia’s airports and airlines to shape the next era of tourism.
“Airlines are more than just tourism,” Harrison said at the event, “but this is their tourism-focused week, and it keeps getting stronger”.
Games goal
Speaking at ATE 2025, Harrison said that tourism’s focus is now squarely on creating sustainable growth as Australia looks toward the Brisbane 2032 Olympic and Paralympic Games.
“We’re casting our mind now to 2035, thinking about the sustainable growth of the tourism industry, and what factors might affect the outlook as we plan ahead,” she stated.
Australia’s inbound tourism is rebounding rapidly, with international arrivals reaching 8.3 million in the 12 months ending February 2025 – up 9% year-on-year and a massive 82% compared to two years ago.
“We had a standing start with tourism a couple of years ago, and it is coming back,” said Harrison.
“The holiday sector is growing – it grew 14% last year as we rebuilt aviation and rebuilt the desire to travel.”
Tourism Australia now forecasts an additional 5 million international arrivals over the next four years, taking the total to a record 13.19 million by 2029.
“That is a testament to just the importance of tourism to Australia and the army of people – one in 12 jobs around the country – who work in tourism and dial in on the world stage,” she said.
The top international markets for tourism over the past year were:
- New Zealand: 1.32m
- China: 1.2m
- USA: 716k
- UK: 649k
- India: 448k
- Japan: 396k
- South Korea: 382k
Brissie boost
The significance of this year’s four-day event to Brisbane isn’t lost on the city either.
“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,” Queensland Minister for the Environment and Tourism, Andrew Powell, said.
“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.
“With the green and gold runway set for the Brisbane 2032 Olympic and Paralympic Games, we are determined to enhance our global appeal, and 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.”
Brisbane Lord Mayor Adrian Schrinner said ATE 2025 would boost tourism to the city and surrounding region.
“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,” Schrinner said.
“The Australian Tourism Exchange provides a fantastic platform to give tourism operators an edge internationally and stand out in a saturated market.
“This will ensure Brisbane remains a destination of choice for international visitors by showcasing just how much there is to see and do here.”
Stay tuned for more from ATE 2025 during the week, where Karryon is on location.
For more information on ATE 2025, visit the Tourism Australia website.
All images Tourism Australia.
