Brisbane, now affectionately and officially known as Meanjin, roared to life today as the Australian Tourism Exchange 2025 (ATE25) swung open its doors at the Brisbane Convention and Exhibition Centre, setting the scene for what promises to be a monumental four days of global trade, networking, and dealmaking.
In a powerful show of strength for Australia’s tourism sector, no fewer than 1,600 Australian tourism operators and more than 700 heavyweight international buyers have convened under one roof. Across an astonishing 60,000 business appointments between Monday, 28 April, and Thursday, 1 May, new opportunities are being forged — each handshake a potential passport stamp to fresh international markets.
Phillipa Harrison, Managing Director of Tourism Australia, heralded the event’s opening with gusto, underlining its vital role as a cornerstone of Australia’s tourism resurgence.
“ATE is our opportunity to put Australia’s extraordinary products and experiences front and centre before the world’s leading tourism decision-makers,” Ms Harrison affirmed. “These face-to-face connections will help steer international travellers directly into the arms of our tourism operators for years to come.”
This year’s ATE25 is not just another page in the diary — it’s a roaring comeback for Brisbane, with the city hosting the prestigious event for the first time in 17 years. Queensland Minister for the Environment and Tourism, Andrew Powell, was visibly proud as he welcomed the world’s tourism elite back to Queensland’s capital.
“Brisbane has transformed dramatically since ATE was last here. We are seizing this moment to show off just how far we’ve come — with more attractions, more Indigenous experiences, and a deeper connection to our vibrant sea, land and culture,” Mr Powell said. “Queensland operators have seized the spotlight, occupying 191 booths — including 17 Indigenous businesses — commanding over a quarter of the entire trade floor.”
There’s a palpable sense of momentum in the air, driven no doubt by the distant yet looming green and gold glow of the Brisbane 2032 Olympic and Paralympic Games. Queensland’s strategy is clear: turbocharge international awareness now to ensure tourism gold long before the Olympic flame arrives.
“We are building relationships that will bring waves of visitors leading into 2032 and well beyond,” Powell added confidently.
Brisbane Lord Mayor Adrian Schrinner was similarly bullish about the economic ripple effects of hosting ATE25, lauding the city’s credentials as Australia’s undisputed “lifestyle capital.”
“Brisbane is no longer Australia’s best-kept secret,” Cr Schrinner said. “Thanks to our dynamic tourism operators, the world now knows our city is brimming with experiences, culture, and warmth. ATE25 is a golden opportunity to push our operators onto the global stage and keep the momentum rolling.”
Delivered by Tourism Australia in proud partnership with Tourism and Events Queensland, and backed strongly by the Brisbane Economic Development Agency, this year’s Australian Tourism Exchange underscores the enduring strength and adaptability of an industry that has faced — and overcome — some of its greatest trials in living memory.
Suppose there is one unmistakable theme in the bustling halls of the Brisbane Convention and Exhibition Centre this week. In that case, it is optimism: a fierce, forward-looking belief in Australia’s natural magnetism for the world’s travellers, and a respect for the tireless operators who continue to craft experiences that are — quite simply — second to none.
With Queensland’s sun shining bright and the Olympic countdown quietly ticking away in the background, Brisbane’s hosting of ATE25 is a powerful signal: Australia’s tourism future isn’t just alive — it’s roaring into the global spotlight.
For more about the Australian Tourism Exchange, visit Tourism Australia’s official website.
