The Australian Tourism Exchange 2025 (ATE25) has officially wrapped up in Brisbane, marking a triumphant return to the city after nearly two decades.
The event delivered almost $14 million in economic benefit to Brisbane as the host destination while boosting long-term tourism and 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, provided an unparalleled platform for local and national tourism businesses to forge valuable connections with over 700 key international and domestic travel buyers from over 30 countries to inspire future travel.
Representing Brisbane’s largest exhibitor contingent of over 30 tourism operators, Team Brisbane was front and centre, showcasing the region’s diverse, world-class experiences – from immersive Indigenous cultural tours and eco-adventures to luxury island escapes and vibrant food and arts scenes.
New Brisbane experiences showcased included:
- Story Bridge Adventure Climb, which now offers the world’s first accessible bridge climb using a custom wheelchair system, allowing inclusive access to Brisbane’s iconic Story Bridge.
- Stradbroke Island Tours, which provides eco-certified day trips to North Stradbroke Island, focusing on conservation, biodiversity, and sustainability education.
- Pineapple Tours, which runs a new accessible Hop-On/Hop-Off city loop tour to Brisbane’s major landmarks, cultural sites, and best dining, coffee, art, and shopping hotspots. An accessible bus caters to passengers with different abilities and requirements.
- 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 renowned for its sustainability efforts.
- 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.
“Hosting ATE25 has thrust Brisbane onto the global stage and reaffirmed our status as a premier, world-class destination,” Brisbane Economic Development Agency 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 $11.3 billion visitor economy.”
Furthering Brisbane’s reputation as an inclusive and welcoming host city, BEDA partnered with tertiary institutions and local volunteer organisations to establish the ATE25 Volunteer Program. Volunteers played a key role in event delivery, providing registration support, wayfinding, and guest assistance.
All volunteers were equipped with specialised training through the Hidden Disabilities Sunflower Program and the Brisbane Region Welcomes You Program, ensuring a seamless and welcoming experience for ATE25 delegates. Beyond the immediate impact, the program has strengthened Brisbane’s volunteer network and enhanced the city’s capability to deliver major global events in the lead up to the Brisbane 2032 Olympic and Paralympic Games.
This landmark event connects Australian tourism operators with both international and domestic travel buyers and media, driving opportunities for Australia’s $177 billion-dollar tourism industry.
