Sunday, May 11, 2025
Tasmania Showcases Its Tourism Strength at Australia’s Largest Travel Trade Event
A high-level delegation of Tasmanian tourism leaders and businesses made a strong impression at Australia’s most prominent B2B travel trade event, the Australian Tourism Exchange (ATE), held in Brisbane from April twenty-eighth to May first, 2025. This national industry showcase served as a powerful platform for destination marketing, where global connections are formed and strengthened through thousands of meetings and industry engagements.
Tourism Tasmania led the state’s participation at the event, bringing together twenty-nine tourism operators from across the island. Representing a broad cross-section of experiences—from eco-lodges and cultural tours to gourmet travel and adventure excursions—the Tasmanian contingent demonstrated the state’s readiness to welcome international and domestic travellers in growing numbers. Over the course of the four-day event, the Tasmanian representatives conducted more than three thousand one-on-one business appointments with travel agents, wholesalers, and tourism buyers from around the globe.
Now in its forty-fourth year, the Australian Tourism Exchange has established itself as one of the country’s most significant tourism events, drawing more than seven hundred influential buyers and media delegates from key global markets. Participants span continents, with strong representation from Europe, Asia, North America, and New Zealand. Through a mix of pre-scheduled meetings, product showcases, and networking functions, attendees gain direct access to a curated range of Australian tourism offerings.
Tasmania’s presence at the 2025 event was both strategic and timely. The island state continues to capture global interest with its unique blend of pristine wilderness, artisanal food and wine, rich cultural history, and immersive outdoor experiences. As international travel continues to rebound post-pandemic, the demand for authentic, nature-based travel is growing—and Tasmania is well-positioned to deliver on that expectation.
Tourism Tasmania’s participation in the event is part of a broader effort to deepen relationships with key distribution partners and secure future visitation through collaborative trade efforts. A strong showing at ATE helps ensure that Tasmania remains top-of-mind among influential travel planners and industry gatekeepers who guide consumer travel decisions.
The importance of such trade engagement becomes even clearer when looking at Tasmania’s recent tourism performance. In 2024, the state welcomed around two hundred fifty-five thousand international visitors. These travellers contributed significantly to the local economy, spending more than five hundred fifty-one million dollars throughout the year. This level of spending highlights the direct economic value of attracting high-yield global visitors, particularly through established international travel networks.
Moreover, the presence of trusted international distributors—such as wholesalers, retail agents, and online travel platforms—plays a pivotal role in connecting global consumers to Tasmanian travel experiences. For many overseas travellers, booking through a recognised agent offers an added layer of assurance, particularly when it comes to long-haul travel. These intermediaries not only assist in trip planning but also play a key role in building confidence and encouraging bookings in emerging destinations like Tasmania.
Recognising the importance of firsthand experience in strengthening these trade relationships, Tourism Tasmania also organised exclusive familiarisation trips for thirty-four international travel buyers and media delegates. These curated pre- and post-event itineraries allowed the visitors to explore different regions of the island, immersing themselves in Tasmania’s distinct offerings—from Cradle Mountain and the East Coast’s stunning beaches to Hobart’s thriving culinary and cultural scene.
Such visits are designed to create ambassadors for Tasmania across global travel networks. When agents experience the destination directly, they are better equipped to promote it to their customers with authenticity and enthusiasm. Additionally, hosting media representatives helps generate valuable editorial coverage in international markets, further enhancing Tasmania’s visibility and reputation as a world-class travel destination.
The success of Tasmania’s involvement in the 2025 Australian Tourism Exchange reflects the state’s continued investment in tourism as a driver of economic and regional development. With an increasing focus on sustainable growth, high-quality visitor experiences, and international engagement, Tasmania is not just participating in the global travel economy—it is helping to shape it.
As the state looks ahead, initiatives like ATE will remain critical in ensuring Tasmania’s stories, landscapes, and offerings are shared with the world. By fostering strong ties with international buyers, amplifying local tourism operators, and delivering unforgettable experiences to trade partners, Tourism Tasmania is paving the way for a vibrant and resilient tourism future.
