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Australian Tourism Exchange 2024 Starts in Melbourne with Highest Attendance Ever

Monday, May 20, 2024

Tags: Australian Tourism Exchange 2024 , business networking , global tourism , International tourism , Melbourne Convention Centre , Melbourne Events , Tourism Australia , Tourism Trends 2024 , Travel Industry Events

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ATE Live will host Australian tourism operators and global buyers based in Australia and from countries permitted to travel to Australia.

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Australian Tourism Exchange returns to Melbourne in 2024

Australian Tourism Exchange (ATE) will make its long-awaited return to Melbourne in 2024 for the first time since 2015, taking place 19-23 May 2024 at Melbourne Convention and Exhibition Centre (MCEC).

It will be the ninth time Australia’s largest annual tourism trade event has been hosted in the Victorian capital, which first welcomed the event in 1991 and was last due to host in 2020, but the event did not go ahead due to the global pandemic.

Tourism Australia managing director Phillipa Harrison made the announcement at ATE23, which took place on the Gold Coast last week.

“After a couple of years of hybrid events it has been great this year to have ATE back to its traditional format on the Gold Coast and we can’t wait to work with Visit Victoria to deliver another amazing ATE in 2024,” Harrison said.

The return to Melbourne aims to drive future tourism business across Australia and facilitate crucial networking opportunities amidst growing competition for the tourism dollar.

“Melbourne has proudly hosted our premier travel trade event on eight occasions in the past and we look forward to taking ATE, and more than 2,000 delegates, back to Melbourne to drive future tourism business across Australia.”

ATE provides an invaluable platform for tourism operators nationwide to connect and conduct business with international buyers from around the world across four days of appointments, with next year’s event expected to draw delegates from 30 countries.

A joint effort between Tourism Australia and Visit Victoria, ATE24 will showcase the best of what Melbourne and the surrounding region have to offer. By bringing together tourism businesses, wholesalers, and retailers, ATE24 will facilitate productive appointments and networking events, which are increasingly vital in the face of intensified global competition for the tourism market.

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Melbourne Hosting Australian Tourism Exchange 2024

May 9, 2023

For the first time since 2015, The Australian Tourism Exchange (ATE) will return to Melbourne in 2024. Australia’s largest annual tourism trade event to be held at the Melbourne Convention and Exhibition Centre (MCEC) from May 19 May to May 23, 2024.

Tourism Australia Managing Director, Phillipa Harrison announced Melbourne as the next host of the event during ATE23 which was held on the Gold Coast.

Said Harrison: “After a couple of years of hybrid events it has been great this year to have ATE back to its traditional format on the Gold Coast and we can’t wait to work with Visit Victoria to deliver another amazing ATE in 2024.”

She continued: “Melbourne has proudly hosted our premier travel trade event on eight occasions in the past and we look forward to taking ATE, and more than 2,000 delegates, back to Melbourne to drive future tourism business across Australia.”

And Harrison added: “ATE brings together tourism businesses, tourism wholesalers and retailers from around the world for four days of appointments, as well as networking events, which are more important than ever before as competition grows for the tourism dollar.”

ATE24 will be the ninth time ATE has been staged in Melbourne, which first hosted the event in 1991 and then again in 1992, 1997, 1998, 2003, 2004, 2009 and 2015. Melbourne had been due to host the 2020, but the event did not go ahead due to the global pandemic.

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Australian Tourism Exchange returns to Melbourne

• Joint media release with:

Steve Dimopoulos, Victorian Minister for Tourism, Sport and Major Events

The largest tourism trade show in the southern hemisphere has officially opened in Melbourne, bringing together thousands of Australian tourism businesses with hundreds of international buyers from around the world, thanks to support from the Albanese and Allan Labor Governments.

Federal Minister for Trade and Tourism, Senator Don Farrell and Victorian Minister for Tourism, Sport and Major Events, Steve Dimopoulos this morning launched the Australian Tourism Exchange 2024 (ATE24), which will be hosted at the Melbourne Convention and Exhibition Centre from today until Thursday.

ATE24 has attracted record numbers of Australian tourism sellers and international buyers from 37 countries, demonstrating the strong global interest in our country as a world-class holiday destination.

More than 2600 delegates will take part in the event, including a record 714 global tourism buyers who will have a total of around 50,000 one-on-one business appointments with Australian tourism operators.

ATE showcases Australia's diverse tourism offerings and helps local tourism operators secure future business, with 100 per cent of international buyers feeling more capable of selling Australian products and experiences as a result of their attendance at ATE23 on the Gold Coast last year.

ATE24 will host almost 800 international buyers and media, who will visit more than 500 tourism operators around the country to showcase the unique breadth and depth of what Australia has to offer.

As host state, Victoria will host 414 tourism buyers and media with 62 unique travel itineraries across the state, with visits to 331 Victorian tourism operators.

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.

ATE24 is delivered by Tourism Australia in partnership with Visit Victoria.

Quotes attributable to Federal Tourism Minister Don Farrell:

"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."

Quote attributable to Victorian Minister for Tourism, Sport and Major Events Steve Dimopoulos:

"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."

Quote attributable to Sunnymead Hotel owner Damien Cerantonio:

"We can't wait to see the distinctively Victorian touches that will make ATE feel like home and to work alongside other local businesses to drive visitation."

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TRAVEL AGENT DAY AUSTRALIA GRAND HYATT MELBOURNE |  2 OCTOBER 24 | 8:30 AM

Join us at Travel Agent Day Australia on October 2nd at the Grand Hyatt Melbourne.

TADA '24 offers a dynamic platform for showcasing products and destinations, with a focus on building meaningful connections. Engage in pre-scheduled one-to-one meetings, tailored to foster valuable business relationships and collaborative opportunities.

As the day unfolds, the event culminates in an informal cocktail reception. This relaxed setting is perfect for unwinding and socializing, and it sets the stage for our awards ceremony—a moment to honor the outstanding achievements within our travel community.

Be part of TADA '24 at the Grand Hyatt Melbourne, where we celebrate the core of our industry—the travel agents—and the vital connections they create in every journey.

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Maximize networking opportunities at Travel Agent Day Australia (TADA), a premier hub for fostering connections and opportunities among peers. Engage actively, exchange ideas, and build lasting relationships throughout this dynamic event.

Celebrate with us at TADA!

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Celebrate unparalleled excellence at our prestigious awards ceremony, where outstanding achievements in the travel industry are recognized. This highlights the dedication and innovation of professionals who have made significant contributions to the sector. 

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Discover the latest in travel through engaging product presentations, where industry leaders showcase cutting-edge services, destinations, and technologies, offering a glimpse into the future of travel and new opportunities for collaboration and growth.

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Journey through the beating heart of Australia’s vast wilderness in a multi-sensory digital gallery.

Be transcended across Australia's rainforests, oceans, and outback deserts. Gaze at a stellar light show as the Milky Way cascades around you. Find the beauty in our vast spaces, plunging depths and endless horizons. Presented by Tourism Australia, Our Country is a compelling and emotional exploration of the magic of the Australian natural landscape. 

Before you experience this incredible event for yourself, explore the featured destinations here.

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There are lots of ways for you to get involved at the Australia Pavilion for Expo 2025 Osaka - from hosting a business event, participating in the cultural program, joining as a pavilion partner, to working behind the scenes to make it an unforgettable experience for visitors.

Work at the Australia Pavilion

The Operations Provider for the Australia Pavilion (Trivandi in partnership with Global Hospitality Group) is seeking applicants for roles at Expo 2025 Osaka in the following areas:

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More information on working at Australia Pavilion.

Australia’s vibrant spirit will take centre stage through the Australia Pavilion cultural program! We’re bringing a program of uniquely Australian performances, art, culture and entertainment to the Australian pavilion for the six months of Expo 2025 Osaka. 

We are calling for expressions of interest (EOI) from individuals and organisations interested in participating in the cultural program. It will be a comprehensive six-month program of Australian creative activities, performances, and displays conducted in and around the Australian pavilion.

More information on submitting an Expression of Interest for the Cultural Program.

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Host an event

We are inviting interested individuals and organisations to submit an EOI to host an event at the Australia Pavilion, and use this incredible platform to tell your story, influence discussions across an extensive range of topics, and advance Australia’s national interests in Japan and the region.

More information about hosting an event.

Become a Partner

We are looking for extraordinary organisations to join Team Australia at Expo 2025 Osaka. We invite you to join us as a sponsoring partner of the Australian pavilion as we spotlight the best of Australian business, innovation, exports, sport and culture to a highly influential global audience.  More information about Australia Pavilion Partnerships.

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Bangor vineyard shed, bonorong wildlife sanctuary, world heritage cruises, eudaimonia tasmanian cycling tours, west coast wilderness railway, nrma parks and resorts, bruny island safaris, callington mill distillery, peppers silo hotel, lavender house perfumery, tasmanian wild seafood adventures, panorama hotel, freycinet air tasmania, the truffle farm, tasmanian golf experiences, 2024 major prize winners announced – win a $1,000.00 accommodation stay with younique stays . .

The 2024 Tasmanian Tourism Showcase Lucky Door Prize winners have been announced! The major prize was a $1,000 Accommodation Voucher with Younique Stays , who provide unparalleled holiday experiences on Tasmania’s breathtaking East Coast. Our lucky major prize winner was Michelle; congratulations!! Three runner-up prizes, consisting of a $250 voucher to use with any exhibitor from the 2024 Tasmanian Tourism Showcase. The winners are Lauren Cornish, Sarina Dutton, and Holly Pedersen, congratulations. Daniel Gibson won a $50 voucher for The Kiln , a beautifully restored original Oast House located in the Huon Valley , a short 30-minute drive from Hobart. Two lucky families will head to Amaze Richmond with a Family Pass to enjoy all-day entry and access to the mazes and facilities. The winners are Scott Doran-Sargent and Erin Davis-Schnierer.

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Get ready to explore a world of opportunities at the Student Futures Expo , designed to bridge the gap between education and the dynamic world of tourism. Learn more

Win Accommodation

WIN $1000 accommodation with Younique Stays!

Thanks to  Younique Stays , one lucky visitor to the 2024 Tasmanian Tourism Showcase will walk away with a $1,000.00 accommodation stay! Visit the event to enter!

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WIN a $250 Tourism Vouchers

For your chance to WIN a $250 Tourism Voucher to use with any Tasmanian Tourism Showcase Exhibitor, visit the event on Saturday, August 3rd, and complete the entry form!

Pop-Up Choirs to Perform

Performances at this year’s event

Thanks to the Festival of Voices , we have two pop-up choirs performing at the 2024 Tasmanian Tourism Showcase. ThylaSing will take to the stage at 11:00am, followed by Sing Australia Hobart at 2:00pm.

The Tasmanian Tourism Showcase will feature over 90 Tourism operators from across the state. 

This year’s Tourism Showcase will expand to a state-wide focus and include a consumer-focused day. It will bring together Tasmanian tourism operators and the community to showcase the variety of products and the regions in which they operate.

With thanks to our sponsors and event partners

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Tourism Australia’s signature incentive showcase begins in Cairns/Gimuy

Australia Next 2024, Cairns / Gimuy, Queensland © Tourism Australia / Remco Jansen

Media release

Australia Next has kicked off in Cairns/Gimuy with international business events planners and media to take part in the program which showcases Australia’s best incentive experiences and products to increase awareness and interest in Australia as an outstanding business events destination. 

Over the next two days 80 international business events buyers, 15 media and 96 Australian industry sellers will take part in the event’s program being delivered in partnership with Business Events Cairns & Great Barrier Reef. The international buyers and media will also take part in pre and post familiarisations in destinations around the country. 

Tourism Australia Managing Director, Phillipa Harrison, said Australia Next 2024 is an opportunity to show Australia’s business events offerings to decision makers from Greater China, Singapore, Malaysia, Indonesia, India, South Korea, Japan, New Zealand, North America and the United Kingdom. 

“It is great to be welcoming international business events planners and media back to Australia for the second consecutive year. Our signature incentive showcase has traditionally been held every two years but we have brought it back again in 2024 to turbocharge efforts to build a strong pipeline of international business events,” Ms Harrison said. 

“We are already seeing international business events return to Australia, with the latest numbers from Tourism Research Australia showing they contributed $4.6 billion to our visitor economy in the 12 months to March 2024. 

“While that Total Trip Spend is above the levels we experienced in 2019, the number of visitors arriving in Australia for an international business event is at about 75 per cent of what we have seen in the past and we hope hosting Australia Next in Cairns in 2024 will help to drive the industry’s recovery and future growth.” 

Tourism Australia’s Executive General Manager of Commercial & Business Events Australia, Robin Mack, said it is great to be able to take the event to Tropical North Queensland to cast the spotlight on Cairns and the Great Barrier Reef. 

“Incentive planners from 10 key markets around the world will have the opportunity to experience firsthand the unique tourism experiences and world-class venues available in Cairns, and as a result generate further business leads for our industry,” Mr Mack said. 

“Last year our incentive showcase in Adelaide/Tarntanya generated 212 business leads across the country to date, worth $192 million, so we know the event works and we can’t wait to see the business created from this year’s event in Cairns.”

Tourism Tropical North Queensland Chief Executive Mark Olsen said delegates would experience the region’s business events expertise, unique offsite events, and extraordinary World Heritage landscapes.

“We will be especially proud to showcase Tropical North Queensland’s sustainability story with delegates transported on Tropic Wing’s new electric buses and 280 trees purchased through Reforest to offset the event,” Mr Olsen said.

“Hosting Australia Next in Cairns will help incentive buyers understand that the city’s business events infrastructure is just a 10-minute drive from Cairns Airport and their accommodation is withing walking distance of the Cairns Convention Centre, restaurants and the marina.”

Tourism and Events Queensland CEO Patricia O’Callaghan said it’s great to welcome some of our key markets to Australia Next in Cairns. 

“Australia Next supports bringing high-value incentive travellers to our state which will be key in growing our international overnight visitor expenditure to $11 billion by 2032,” Ms O’Callaghan said.

“We not only have world-class destinations but world-class facilities too and we are proud to be able to showcase Queensland as an ideal incentives travel destination in the lead-up to the Brisbane 2032 Olympic and Paralympic Games. 

“Tourism and Events Queensland’s Business Events strategy sees us aiming to achieve 20 per cent of the Australian market share by 2027, a growth of 4 per cent which will bolster our international visitor numbers.  

“We hope that those visiting for Australia Next can soak up everything that Queensland has to offer from our iconic beaches, stunning national parks and World Heritage-listed Great Barrier Reef.”

Australia Next Cairns 2024, from 8 to 11 September 2024, will be prefaced or followed by a familiarisation visit in key incentive destinations across Australia for international buyers and media. The program will be delivered in partnership with Business Events Cairns & Great Barrier Reef. Visit the event website here . 

For media enquiries, contact: Beau Mitchem M: +61 413 254 708 E:  [email protected]

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