Australia’s biggest tourism trade event is underway in Adelaide, with thousands of international buyers and tourism operators gathering to drive future inbound travel to Australia.
The 46th Australian Tourism Exchange (ATE26), running until May 14 at the Adelaide Convention Centre, has brought together more than 2,700 delegates, including 730 buyers and travel agents from 32 countries and 1,400 Australian tourism representatives from 674 organisations.
More than 55,000 business appointments are scheduled during the four day event, which is considered the country’s largest annual inbound tourism marketplace.
Delivered by Tourism Australia in partnership with the South Australian Tourism Commission, ATE26 provides Australian tourism businesses with the opportunity to connect directly with international wholesalers, retailers and travel advisors selling Australia to global travellers.
Tourism Australia Managing Director Robin Mack said the event continued to play a major role in strengthening Australia’s international tourism industry.
“Tourism shapes how Australia is experienced and understood globally, building the national brand and creating lasting people to people connections,” Mack said.
This year’s event includes 74 tourism products attending for the first time, alongside 131 new buyer organisations, reflecting growing international interest in Australian tourism experiences.
South Australian Tourism Minister Emily Bourke said hosting ATE provided an opportunity to showcase the state’s evolving tourism offering to key global decision makers.
“South Australia’s tourism industry has come a long way since we last hosted in 2018, from a suite of new major hotel chains to innovative new products telling our story authentically to visitors,” Bourke said.
Delegates are also taking part in familiarisation programs across South Australia before and after the trade show, highlighting the state’s food, wine, luxury and regional tourism experiences.
The event is expected to contribute $13.6 million to the South Australian economy and marks the first time Adelaide has hosted ATE since 2018.
Industry discussions throughout the week have reflected ongoing focus on aviation capacity, premium tourism experiences and international market growth opportunities.
