Australian Tourism Exchange (ATE26) has officially opened in Adelaide, bringing together more than international delegates from 32 countries as the sector navigates ongoing global challenges.
ATE26 has commenced in Adelaide/Tarntanya, welcoming more than 2,700 attendees, including international buyers and travel advisors, following on from last year’s successful event in Brisbane/Meanjin.
Hosted in South Australia for the first time in eight years, ATE26 showcases Australia’s tourism experiences through business appointments, networking events and famil programs designed to drive international visitation.
Over four days, attendees, including 131 first-time buyers, will connect with 1,400 tourism representatives from 674 organisations across more than 55,000 appointments.
The event also features 74 new tourism products, highlighting continued investment and innovation across the sector despite current market pressures.
South Australian Tourism Minister Emily Burke said: “At a difficult time for the tourism industry, it is more important than ever that we are taking every opportunity available to highlight the unique, world-class tourism experiences that Australia has to offer.”
Tourism Australia Managing Director Robin Mack also recognised tourism’s important role in shaping how Australia is experienced and understood globally at a difficult time for the sector.
“We acknowledge the impact of global shocks on the sector at this time, which makes the role of Tourism Australia more important than ever – to shape international demand, lift sustainable yield and support dispersal, directing tourism revenues into Australia and across its regions.”
Federal Trade & Tourism Minister Don Farrell added: “Our tourism industry contributes significantly to Australia’s economy, supporting more than 700,000 jobs, attracting visitors to regional communities and sustaining some 300,000 businesses across the country.”
“With more than 55,000 meetings scheduled, ATE26 is estimated to contribute an estimated $13.6 million economic boost to the South Australian economy.”
KARRYON UNPACKS: ATE26 highlights the Australian tourism industry’s resilience, bringing global buyers and local operators together at a time when collaboration, confidence and international visibility matter more than ever.
