The Australian Tourism Exchange 2025 (ATE25) wrapped up in Brisbane with resounding success, marking its return to the Queensland capital for the first time since 2007.
Held at the Brisbane Convention and Exhibition Centre from April 27 to May 1, the event brought together more than 1,600 tourism sellers from across Australia and more than 700 international buyers from 31 countries.
Over the course of the week, an estimated 60,000 business appointments took place, driving future travel partnerships and boosting Australia’s appeal on the global stage.
Brisbane’s hosting of ATE25 highlighted its growing reputation as a global tourism destination, especially in the lead-up to the 2032 Olympic and Paralympic Games.
The event injected an estimated $14 million into the local economy, while also shining a spotlight on Queensland’s diverse offerings — from reef to rainforest, adventure to luxury.
Queensland operators took centre stage with 191 booths, including 17 showcasing Indigenous-owned tourism businesses.
Another major addition to this year’s program was the new Aviation Hub, which brought together airlines and airports to discuss air connectivity and sustainable growth — a topic of high relevance as Australia rebuilds international access and capacity.
NSW also made a powerful impact at ATE25, with Destination NSW and more than 150 visitor economy operators showcasing the best of Sydney and regional NSW.
The state’s presence highlighted everything from Sydney’s dynamic 24-hour cultural energy to the coastlines, vineyards, Aboriginal tourism and farm experiences that define regional NSW.
NSW exhibitors participated in more than 1,200 meetings, reinforcing the state’s appeal as a destination rich in immersive, high-quality experiences.
Destination NSW Acting CEO Karen Jones described ATE25 as a vital opportunity to accelerate global demand for travel to NSW and move closer to the state’s ambitious $91 billion visitor economy target by 2035.
The agency also promoted export-ready products through its NSW First Program, introduced 10 emerging operators via its New Product Pathway, and enabled eight Aboriginal-owned tourism businesses to attend through its Aboriginal Tourism Activation Program.
In the Farm & Food Trails exhibition, NSW led the charge in agritourism with three regional booths featured in the event’s central Farmers Market hub.
Beyond the convention centre, Destination NSW hosted a series of trade and media familiarisation visits to destinations including the Tweed, Byron Bay, Port Stephens, Newcastle, Hunter Valley, Blue Mountains, Shoalhaven and Southern Highlands — offering buyers a taste of the state’s rich tourism fabric.
For Australian travel agents, ATE25 offered invaluable networking opportunities and a front-row seat to the future of inbound tourism.
From new product updates to relationship-building with international buyers, the event serves as a critical platform for shaping itineraries and accessing the kind of experiences that travellers increasingly demand: culturally rich, locally grounded, and authentically Australian.
As the dust settles on this year’s exchange, one thing is clear — Australia’s tourism industry is surging forward, with travel agents poised to benefit from fresh partnerships, diverse offerings and a stronger-than-ever global interest in discovering the best of Australia.
