Tourism Australia has turned 50 & is hosting Australian Tourism Exchange no.38

May 16th, 2017 | | Events

ATE 2017 coincides with the 50th anniversary of the establishment of Tourism Australia’s predecessor, the Australian Tourist Commission – the Australian government’s first agency dedicated solely to marketing Australia to the rest of the world.

This is TA’s 38th annual business-to-business trade event, building tourism opportunities for Australian suppliers. It brings together more than 2,500 delegates from more than 30 countries.

The economic impact of ATE is significant and will directly help to bolster Australia’s inbound tourism sector, which is already experiencing record growth in international visitor numbers as they exceed more than 8 million in 2016 and $39 billion in visitor expenditure. * Collectively, ATE buyers bring close to three million passengers each year with an estimated pre-booked spend between $5.5 and $8.5 billion (plus on-ground spend in Australia). Ninety-one per cent of ATE buyers sell mid-range product and 79 per cent sell luxury product to their international customers. These values are based on ATE application data.

The Australian Tourism Exchange is being held through to Thursday 18 May 2017 at the new ICC Sydney in Darling Harbour.

94% of the Australian public think international tourism is ‘good for the country’. This is good for the 1500 Australian tourism professionals from 555 businesses attending Australian Tourism Exchange (ATE). They are at the brand new International Convention Centre (ICC) meeting with over 700 overseas travel and tourism product buyers from over 30 countries.

Interestingly 73% of the Australian public still under-estimate (and so perhaps under-value) this $100 billion industry. That being the case and as politicians love votes perhaps we can deduce why Australian Tourism is year on year viewed as a cash cow for the Federal Government (see ‘Tourism sacrificed in government cash grab).

Does Australian Tourism require a more coordinated lobby? Are there too many single small voices and not one MASSIVE voice. Can associations and organisations of tourism speak for tourism rather than their own sector?

Youth tourism product is well represented once again at ATE, specialist youth operators and multi-market operators with a strong youth focus are present. These include: Base/Nomads, Way Out Back, Territory Expeditions, YHA (pictured), THL, Bunyip Tours, Activity Tours, Lets Go Surfing, Camperman Australia, Whitsundays Sailing (pictured), Colourful Trips (pictured) and Travellers Auto Barn.

If you are an Australian youth tourism operator with an interest in attending ATE in future years and are looking for more details. Contact: Leanne Paige on

Written by Chris Harrison