Australia’s largest tourism trade event concluded on May 1 in Brisbane, after four days of business meetings, marking a key moment in the city’s path toward becoming a major international destination.
The 2025 Australian Tourism Exchange (ATE25) was the largest yet, with 1,600 Australian tourism sellers and 726 global buyers, leading to about 60,000 appointments at the Brisbane Convention and Exhibition Centre.
“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,” said Phillipa Harrison, managing director of Tourism Australia. “The 1,600 Australian sellers here in Brisbane will have access to buyers from 31 countries, and the connections they make will drive international travellers to their businesses in the months and years ahead.”
The return of ATE to Brisbane comes at a transformative time for the city. “Brisbane has changed significantly since the ATE was last here (17 years ago), and we’re so excited to showcase just how much our city and state have evolved over time,” said Andrew Powell, Queensland minister for the environment and tourism.
Notably, Queensland tourism operators occupy 191 booths, claiming over a quarter of the floor space.
“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,” Powell added.
“I love my sport, but (securing) the Olympics wasn’t about hosting the sport – (it was) about growing our infrastructure and our tourism legacy.”
The local economy is projected to grow by 68 per cent over the next 20 years. In the past year, Brisbane achieved an unprecedented tourism trifecta, with a record A$11.3 billion (US$7.27 billion) in visitor expenditure. “We had the most visitor nights ever in the region, and record domestic and international visitors,” said Fiona Cunningham, Brisbane’s deputy mayor.
Australia has seen 8.3 million arrivals, a nine per cent increase from last year and an 82 per cent rise from two years ago. Demand for Indigenous tourism experiences has grown by 16 per cent year-on-year.
ATE25 is delivered by Tourism Australia in partnership with Tourism Events Queensland, with support from the Brisbane Economic Development Agency.
