ATE25 held in Brisbane from April 27 to May 1, 2025 set attendance records, with over 2,800 participants, including about 1,600 Australian sellers and more than 700 international buyers from 31 countries, leading to 60,000 business appointments.
The event generated an estimated AUD$14m in direct economic benefits for the city and bolstered local businesses.
Tourism offerings showcased included operators such as Story Bridge Adventure Climb, Stradbroke Island Tours, and Koala and River Cruises, which focused on accessibility and sustainability.
Here are EIGHT key takeaways from the event:
- Economic Impact on Brisbane: ATE25 generated approximately AUD$14m in direct economic benefits for Brisbane, reinforcing its status as a premier host city and boosting local businesses. The event highlighted Brisbane’s growing appeal as a global tourism destination, further amplified by its preparation for the 2032 Olympic and Paralympic Games.
- Record-Breaking Attendance: The event was the largest in its 45-year history, with over 2,800 attendees, including approximately 1,600 Australian sellers and more than 700 international buyers from 31 countries. This scale facilitated around 60,000 business appointments, fostering extensive global connections.
- Lion tamers for hire: Over 20,000 fans, half of them from Ireland, are due in seven cities this July with the first of the three test series in Brisbane. See full guide here. The whole tour takes six weeks, most people are coming for the final leg through Brisbane, Melbourne and Sydney.
- Indiginous and diversity is big: Brisbane’s contingent of over 30 tourism operators showcased a wide range of experiences, including Indigenous cultural tours, eco-adventures, luxury island escapes, and vibrant food and arts scenes. Notable operators included Story Bridge Adventure Climb, Stradbroke Island Tours, Pineapple Tours, and Koala and River Cruises, emphasizing accessibility and sustainability.
- Strategic Connections: ATE25 served as a critical platform for Australian tourism businesses to engage face-to-face with global wholesalers and retailers, driving long-term business opportunities. The event’s focus on forging relationships is expected to contribute to Queensland’s goal of reaching $44bn in overnight visitor expenditure by 2032.
- Airlines join the party: The introduction of the Aviation Hub highlighted collaboration between Australia’s airports and airlines to shape the future of tourism. Tourism Australia launched a strategy looking toward 2035 and the Brisbane 2032 Olympics, aiming to leverage global attention beyond sporting events.
- Volunteer programmes on show: The ATE25 Volunteer Program, supported by specialized training like the Hidden Disabilities Sunflower Program and the Brisbane Region Welcomes You Program, ensured a welcoming and inclusive experience for delegates. This initiative also strengthened Brisbane’s volunteer network for future global events.
- Future-Oriented Tourism Strategy: Tourism Australia’s Managing Director, Phillipa Harrison, emphasized the industry’s strong recovery, with international arrivals reaching 8.3m in the year ending February 2025. The event underscored a shift toward sustainable growth and storytelling, with plans for a new “Chapter Two” marketing campaign to keep Australia’s tourism narrative fresh and locally inspired.
