New South Wales has waltzed into the global spotlight with poise, polish, and purpose, dominating the Australian Tourism Exchange 2025 (ATE25) in Brisbane last week. With over 150 of its most inspiring tourism operators in tow, Destination NSW orchestrated a commanding presence that turned heads and turned the tide in favour of the Harbour State’s visitor economy.
From April 27 to May 1, the Brisbane Convention and Exhibition Centre transformed into a bustling marketplace of international opportunity. It played host to over 700 travel distributors and 67 media from 37 countries—all keen to curate the next wave of unforgettable journeys.
Global buyers meet NSW’s boldest storytellers in vibrant collaboration.
Amidst the clamour of global competition, New South Wales stood tall, marrying Sydney’s vibrant 24-hour culture with the soul-stirring beauty of its wine country, Aboriginal experiences, and agritourism havens. The state laid down a clear marker across more than 1,200 strategic business appointments and spirited networking encounters: NSW is not just open for business — it’s setting the gold standard.
Karen Jones, Acting CEO of Destination NSW, was quick to laud the impact.
“ATE25 is where global travel decisions are made — and NSW delivered a united, world-class presence,” Ms Jones said with conviction.
“We’re proud to work alongside operators who are redefining what it means to travel to our great state. Their passion and innovation continue to put Sydney and regional NSW at the top of global travellers’ lists.”
That passion was on full display in every corridor and conversation. NSW operators showcased a smorgasbord of experiences — from twilight bridge climbs and surf lessons to vineyard tastings and cultural deep dives with Aboriginal guides.
NSW commands centre stage at ATE25 with bold regional storytelling.
A Gutsy Drive Toward $91 Billion
ATE25 wasn’t just a moment in the sun — it was a keystone in the strategy to grow NSW’s visitor economy to an ambitious $91 billion by 2035. Destination NSW pulled no punches in highlighting export-ready experiences, and its NSW First Program stood front and centre, equipping tourism businesses with the tools to reach global audiences.
Ten emerging operators were ushered into the spotlight through the New Product Pathway. At the same time, eight Aboriginal tourism enterprises were supported to attend via the Aboriginal Tourism Activation Program — a gesture underscoring the state’s commitment to First Nations-led storytelling.
And the paddocks were never far from the pitch.
Farm & Food Front and Centre
Western Sydney Airport pitches a 24/7 gateway to future-ready travel.
NSW’s growing agritourism movement made a mouth-watering impression at ATE25’s Farm & Food Trails showcase. Three distinctive booths anchored the bustling Farmers Market hub, where producers rubbed shoulders with global buyers — a gentle yet resolute reminder that the state’s farm gates are open to the world.
This year’s message was clear: the NSW countryside isn’t merely a postcard backdrop — it’s a living, breathing invitation to taste, learn, and connect.
First-Hand, Feet-on-Ground Experiences
While booths and brochures have their place, nothing quite matches the authenticity of a regional experience, and Destination NSW knows this well. As part of its ATE25 rollout, the agency hosted six trade familiarisations and two international media tours to some of its finest hidden (and not-so-hidden) gems.
From Port Stephens’s salty air to the Blue Mountains’ forested folds, from the artsy buzz of Byron Bay to the vineyard-dotted Hunter, delegates experienced NSW with their own eyes, ears, and tastebuds.
It wasn’t just about seeing the regions but feeling them.
Smiles and strategy: NSW tourism makes waves with global buyers.
Regional Stars Rise With Sydney
If Sydney is NSW’s crown jewel, its regions are the glittering facets that complete the masterpiece. ATE25 proved once again that international visitors are no longer content with the big-ticket icons alone — they crave depth, narrative, and community.
And New South Wales delivers it in spades.
Whether Aboriginal guides weave millennia-old stories through sandstone escarpments or farmers teach children the art of beekeeping, NSW’s offering is as textured as it is timeless.
Final Word
As the booths are packed away and the buzz of ATE25 subsides, one truth remains etched in those who attended: NSW is not just a destination — it’s an experience.
It’s the clink of glasses in the Hunter, the sea salt spray on Bondi’s breeze, the sacred hush of the Blue Mountains at dusk. It’s the yarn spun by a guide on Country, the bite of a sun-ripened peach in Shoalhaven, the bustle of Chinatown at midnight.
New South Wales showed up. And the world took notice.
By My Thanh Pham
