Welcome to ATE25

The 2025 Australian Tourism Exchange (ATE25) was officially opened by Shannon Ruska, of the Yuggera, Nunukul and Yugambeh people of the Brisbane / Meanjin and Gold Coast regions. Queensland Minister for the Environment and Tourism and Minister for Science and Innovation, Andrew Powell MP, Tourism Australia Chair, Penny Fowler, and Managing Director, Phillipa Harrison, officially opened and welcomed delegates to Brisbane for ATE25. Read more here.

ATE25 Media Program

Run in conjunction with ATE25, the ATE25 Media Program was held from Saturday 26 to Monday 28 April 2025. Over three days, exhibitor and media delegates had the opportunity to conduct scheduled business appointments during International Media Marketplace, attend a press update, participate in key networking events, and experience Australia's tourism offerings first-hand through pre- and post-event familiarisations.

First Nations Welcome and Smoking event

As Tourism Australia continues to embed Indigenous talent, cultures and language in our events, amplifying the voices of Indigenous storytellers and supporting Aboriginal and Torres Strait Islander procurement. On Sunday Tourism Australia and Tourism and Events Queensland held a Tribal Welcome lunch for Aboriginal and Torres Strait Islander tourism operators. The event then flowed into a welcome and smoking ceremony with all international buyers invited to immerse in this cultural ceremony and engage with First Nations operators. 

ATE25 Welcome Event

The Tourism Australia ATE Welcome Event at The Star Brisbane was attended by nearly 3,000 delegates. The event showcased all that Australia has to offer, from the vibrant city life of Brisbane to the serene beauty of the coast, and the rugged charm of the Aussie backyard.

Queensland Showcase

On Tuesday more than 1,500 delegates had an incredible night with lively entertainment and an incredible drone show, celebrating all that Queensland has to offer at the Queensland Buyer Showcase on the Riverside Green in South Bank. This exclusive showcase event for buyers and Queensland sellers was hosted by Tourism and Events Queensland and Brisbane Economic Development Agency.

Australian Tourism Exchange Aviation Program 2025

Tourism Australia’s dedicated Aviation Program continued at ATE25 for a fifth year. Run over two days, the ATE25 Aviation Program includes an exhibition space for meetings between Australian airports, airline network planners and other senior aviation stakeholders. A total of 17 airports, six STOs and 32 airlines attended, a total of 160 delegates. Two additional airlines (Hawaiian, Adagold Aviation) were attending as sellers.

ATE25 Luxe

The ATE25 Luxe program supports distribution development of new and existing luxury buyers and Tourism Australia's global luxury distribution and partnership objectives and activity. On Sunday, the ATE25 Luxe Welcome Cocktail Reception was held at The Terrace Rooftop Bar at the Emporium Hotel and included a conversation with Phillipa Harrison, and Luxury Lodges of Australia’s (LLOA) Executive Officer, Penny Rafferty, on 15 years of LLOA and its halo impact on luxury in Australia. This year’s ATE Luxe program welcomed105 Luxe buyers from 18 countries, including 65 first-time attendees to ATE (62 per cent).

Farm & Food Trails experience

Today the Aviation Hub was transformed into the Farm & Food Trails exhibition, celebrating Australia’s on-farm experiences and bringing our fantastic farming regions to life. There was an opportunity to meet the regional ambassadors and discover more about the diverse agritourism experiences available. From on-farm experiences and specialist tour operators, to produce, food events and activations, accommodation, restaurants and providores. Combined, these pillars unlock the depth and diversity of what’s growing in each region celebrating Australia’s on-farm experiences and bringing Australia’s fantastic farming regions to life.