The Australian Tourism Exchange 2025 (ATE25) made a big return to Brisbane after nearly two decades, delivering almost AUD$14m in economic benefit to the city as host destination, while boosting long-term business opportunities.
Now in its 45th year, ATE25, delivered by Tourism Australia in partnership with Tourism and Events Queensland, with support from Brisbane Economic Development Agency (BEDA), provided a major platform for tourism businesses to forge connections with over 700 key international and domestic travel buyers. The show was the biggest yet, said Tourism Australia, with over 2,800 attending at the Brisbane Convention & Exhibition Centre.
Representing Brisbane’s largest exhibitor contingent of over 30 tourism operators, Team Brisbane was front and centre, showcasing the region’s diverse experiences – from immersive Indigenous cultural tours and eco-adventures, to luxury island escapes and vibrant food and arts scenes.
New Brisbane experiences showcased at the show, which closed on 1 May, included: Story Bridge Adventure Climb, the world’s first accessible bridge climb using a custom wheelchair system. Stradbroke Island Tours, which provides eco-certified day trips to North Stradbroke Island. Pineapple Tours, which runs a new accessible Hop On Hop Off city loop tour to Brisbane’s major landmarks, cultural sites, and dining and shopping hotspots.
Koala and River Cruises, which delivers scenic cruises along the Brisbane River to Lone Pine Koala Sanctuary, the world’s oldest and largest koala sanctuary. Urban Tours, which features guided walking, bike, and minibus tours showcasing Brisbane’s top attractions and local experiences. Reveling, offering premium off-the-beaten-path immersive adventures, including gourmet food tours, First Nations cultural experiences, and private surfing lessons on North Stradbroke Island.
BEDA CEO, Anthony Ryan said: “Our local tourism operators have truly shone this week – showcasing exceptional experiences and signature Brisbane hospitality. “They’ve not only left a lasting impression but also sparked the next wave of international and domestic visitation, delivering real momentum for Brisbane’s AUD$11.3bn visitor economy.”
Volunteers played a key role in delivering ATE25, providing registration support, wayfinding, and guest assistance. All volunteers were equipped with specialised training through the Hidden Disabilities Sunflower Programme and the Brisbane Region Welcomes You Programme.
