Artificial intelligence could drive the biggest change in tourism distribution since the arrival of the internet.
Viator founder Rod Cuthbert also believes AI will reshape how travel products are discovered, packaged and sold, placing pressure on businesses operating between suppliers and customers to demonstrate their value.
“AI offers enormous opportunities to improve business efficiency, but the real opportunity, particularly in export tourism, is how businesses use it to collaborate with their industry partners,” Mr Cuthbert said.
Mr Cuthbert was speaking at the Australian Tourism Export Council’s Meeting Place 2026 in Hobart.
He compared the shift with the arrival of the internet 30 years ago, which transformed travel research and booking before being followed by online travel agents, smartphones, social media and consumer reviews.
Mr Cuthbert said tourism businesses could use AI to make their knowledge, products and commercial relationships more accessible to distribution partners, helping strengthen existing partnerships.
He also warned that adapting would require changes in leadership and company culture as well as technology.
“This is a fundamental fork in the road for our industry, and businesses that fail to recognise the significance of this shift risk being left behind,” he said.
Meanwhile ATEC used the event to recognise the individuals and organisations driving Australia’s tourism export industry forward.
The ATEC Tourism Export Awards recognise outstanding leadership and contribution across the tourism export community, from individuals helping shape the industry’s future to suppliers and buyers setting the benchmark for partnership and excellence.
Janene Rees was inducted into the Hall of Fame, recognition for four decades of leadership that have helped shape regional tourism and support generations of industry professionals.
“Janene has made an extraordinary contribution to Australian tourism, championing regional destinations, strengthening businesses and generously sharing her knowledge and experience with others,” said Peter Shelley, ATEC Managing Director.
ATEC Tourism Export Award Winners – 2026
- Hall of Fame – Janene Rees
- ATEC Champion – Melinda Anderson
- Young ATEC Rising Leader – Dylan Dudley
- Eastern Buyer of the Year – Australia and Beyond Holidays
- Western Buyer of the Year – Pan Pacific Travel
- Accommodation Supplier of the Year – TFE Hotels
- Experience Supplier of the Year – Sydney Opera House
- Region of the Year – Tasmania
