Australia’s flagship tourism tradeshow opened in Adelaide this week, with more than 2,700 delegates gathering for the 46th Australian Tourism Exchange (ATE26).
Held at the Adelaide Convention Centre for the first time since 2018, the event, which began on Monday, brings together international buyers and Australian tourism operators for four days of business appointments, networking and destination experiences aimed at driving future inbound growth.
Tourism Australia managing director Robin Mack said ATE26 reflected confidence in Australia’s inbound tourism outlook despite global volatility affecting the travel sector.
“At times of uncertainty, being together is even more important than ever before with what’s happening around the world,” he said. “But I know as an industry we’re resilient and we’ll get through everything and anything together.”
More than 700 buyers and travel agents from 32 countries are attending the event, meeting with 1,400 Australian tourism representatives across more than 55,000 scheduled appointments. Tourism Australia said 131 buyer organisations are attending ATE for the first time, alongside 74 new tourism products being showcased.
Mack said Tourism Australia’s role was now “more important than ever” in shaping international demand and supporting visitor dispersal into regional Australia.
Australia’s trade and tourism minister Don Farrell, addressing delegates via video message, said ATE continues to play a critical role in strengthening the country’s visitor economy and international tourism partnerships.
“The exchanges that happen at ATE will help to ensure that Australian tourism businesses continue to grow and thrive into the future,” Farrell said, pointing to tourism’s importance to communities and jobs across the country.
South Australian tourism minister Emily Bourke used the opening to position the state as a growing force in Australian tourism, noting that local industry confidence has strengthened since Adelaide last hosted the event eight years ago.
“We’ve grown because we’ve had investment from a government willing to make that change,” Bourke said. “Tourism is our way of life in South Australia. You can come here and feel connected to something much bigger than just going to a destination.”
Bourke encouraged delegates to explore the state beyond the convention centre, highlighting South Australia’s food, wine and regional experiences. She pointed to Adelaide Central Market’s recent ranking as the world’s third-best market, while the Flinders Ranges was the only Australian destination named in Lonely Planet’s top places to visit in 2026.
Tourism Australia chair Penny Fowler said the event comes at an important moment for the sector as it navigates shifting global conditions.
“As we started this year, Australia was well placed on a path towards sustainable growth, welcoming more than nine million international visitors,” she told delegates.
“While global circumstances may have shifted, we have a long term plan through our Tourism 2035 strategy that sets the course for a sustainable future for our inbound tourism sector.”
Fowler also underscored the importance of business relationships and commercial outcomes generated through ATE26.
ATE26 is being delivered in partnership with the South Australian Tourism Commission and is expected to inject A$13.6 million (US$9 million) into the local economy.
