Australian Tourism Exchange (ATE24), the 44th edition of Australia’s major annual tourism event, has opened in Melbourne (Narrm), hosted by Visit Victoria at the Melbourne Convention and Exhibition Centre.
During the event 1,500 members of the Australian tourism industry were connected with a record 714 global tourism wholesalers and retailers from 37 countries across around 50,000 one-on-one business appointments. This is the ninth time Melbourne has hosted the Australian tourism industry’s biggest business-to-business event, having most recently staged ATE in 2015.
Despite recent pandemic-related challenges, there is an optimistic outlook for Australian tourism. Government officials expect tourist numbers to exceed pre-pandemic levels by the end of the year, supported by a strong recovery in the aviation sector.
The tourism industry is prioritizing sustainable practices and accessible tourism, with Tourism Australia committed to promoting responsible travel experiences and catering to travelers with accessibility needs.
Victoria, especially Melbourne, is poised for a tourism boom, with an estimated $16bn revenue boost over the next four years. Significant growth in tourism infrastructure, such as hotel accommodations, and high-profile events like Taylor Swift concerts, exemplify Melbourne’s capacity to attract large numbers of visitors.
Victoria, as the host state, will host 414 tourism buyers and media with 62 unique travel itineraries across the state to showcase the breadth and depth of what Australia has to offer, with visits to 331 Victorian tourism operators.
Don Farrell Australian Tourism Minister said: “the Australian Tourism Exchange is Tourism Australia’s biggest annual event, which helps showcase Australia to the world and drive business opportunities for tourism operators around the country. The long-term benefits from events like this are substantial – the relationships and future business it establishes can grow Australia’s tourism industry by billions.”
Steve Dimopoulos, Victoria state tourism minister said: “over four days, a record number of more than 100 Victorian tourism businesses will meet with global decision-makers and media to increase international awareness of the Victorian experience, and boost visitation numbers.”
