Adelaide is in the global tourism spotlight this week, with more than 2,700 delegates arriving in the city for the biggest Australian Tourism Exchange ever held.
The massive industry event, known as ATE26, has transformed the Adelaide Convention Centre into a hub of international tourism deals, destination showcases, and business meetings, all aimed at bringing more visitors to Australia, and particularly South Australia.
More than 730 travel buyers from 32 countries are attending the event alongside 1,400 Australian tourism representatives from over 700 tourism organisations.
By the time the event wraps up, organisers expect more than 55,000 business appointments to have taken place. But while much of the action is happening inside the convention centre, the real showcase is happening across South Australia itself.
More than 80 familiarisation tours are taking buyers through 11 regions across the state, giving international travel sellers firsthand experiences of South Australia’s food, wine, wildlife and landscapes.
From the natural beauty of Kangaroo Island and the seafood-rich waters of Port Lincoln and Coffin Bay, to the wineries of the Barossa Valley, the stunning landscapes of the Flinders Ranges and the wetlands of the Coorong, the tours are designed to turn international buyers into long-term advocates for the state.
Minister for Tourism Emily Bourke shared, “Hundreds of travel buyers from around the world will see the best of South Australia – including visits right across the state – experiencing our best in food and wine, nature and of course, our South Australian hospitality.
“The buyers basically do speed dating at the event, to find out what is available in South Australia.”
The event is expected to inject around $13.6 million directly into the local economy, while also helping support the state’s ambitious goal of growing international visitor expenditure to $2.2 billion by 2030.
This year’s event also reflects the rapid evolution of Australia’s tourism industry, with 74 new tourism products showcased and 131 buyer organisations attending ATE for the first time.
Since Adelaide last hosted ATE in 2018, the state’s tourism landscape has changed dramatically, with major hotel developments, new tourism experiences and the return of headline events helping reshape Adelaide’s national and international profile.
From the return of the Adelaide 500 and MotoGP to the recently announced Australian Open golf tournament, South Australia is continuing to position itself as one of the country’s fastest-growing tourism destinations. And this week, thousands of international travel decision-makers are getting a front-row seat to exactly why.
