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ore than 2,700 delegates have gathered in Adelaide this week for the largest edition yet of the Australian Tourism Exchange, with international travel buyers and Australian tourism operators meeting in a bid to strengthen inbound travel and future bookings.
The event, known as ATE26, has drawn 730 travel buyers from 32 countries alongside 1,400 Australian tourism representatives from more than 700 organisations. Hosted at the Adelaide Convention Centre, the tradeshow is expected to generate more than 55,000 business appointments during the week.
Organisers say the meetings play a central role in connecting international wholesalers and travel companies with Australian operators, particularly at a time when competition for global tourism spending remains intense across the Asia-Pacific region.
The event is being delivered in partnership with the South Australian Tourism Commission and is forecast to contribute about $13.6 million to the South Australian economy through accommodation, hospitality and related spending.
A strong focus this year has been placed on showcasing regional tourism experiences across South Australia. More than 80 familiarisation tours are taking place across 11 regions, giving overseas buyers firsthand exposure to destinations including Kangaroo Island, Port Lincoln, Coffin Bay, The Coorong, Flinders Ranges and Barossa Valley.
South Australia is aiming to increase international visitor expenditure to $2.2 billion by 2030, with state leaders viewing business events such as ATE as part of that broader tourism strategy.
This year’s exchange also reflects fresh activity in the tourism market, with 74 new tourism products featured and 131 buyer organisations attending for the first time.
South Australian Tourism Minister Emily Bourke said the event gave overseas buyers the chance to experience the state’s food, wine and regional attractions directly.
She said many of the meetings at the exchange operated like rapid introductions between buyers and tourism operators, helping overseas companies better understand what South Australia could offer travellers.
Bourke also pointed to changes in the state’s tourism sector since Adelaide last hosted the event in 2018, including new hotel developments and the return or expansion of major events such as the Adelaide 500 and Australian Motorcycle Grand Prix, alongside the recently announced Australian Open golf tournament.
While tourism operators have welcomed the continued return of international travel demand, industry analysts have also noted ongoing pressures including rising travel costs, staffing shortages and shifting visitor spending patterns in key overseas markets. Events such as ATE are widely viewed within the sector as an opportunity to secure longer-term partnerships and maintain Australia’s visibility in a competitive international market.
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