The Hon. Emily Bourke, Minister for Tourism (SA), Media Release, 12 May 2026

More than 2,700 delegates including 730 travel buyers from 32 countries have converged in Adelaide this week for the nation’s largest ever tourism tradeshow – the Australian Tourism Exchange (ATE26).

Attendees have been meeting with 1,400 Australian industry representatives from more than 700 tourism organisations at the vibrant event held in the Adelaide Convention Centre.

By the event’s conclusion, more than 55,000 appointments will have taken place between local tourism businesses and international buyers. Each meeting will contribute to new and strengthened relationships and partnerships that drive sustained growth in the tourism sector and economic opportunity.

More than 80 tours will have also taken place across 11 regions to showcase South Australia’s unique tourism offerings firsthand, supporting the goal of growing international visitor expenditure to $2.2 billion by 2030. The tours visit locations across the state including Kangaroo Island, Port Lincoln, Coffin Bay, the Coorong, the Flinders Ranges, the Barossa Valley and many more.

This year sees 74 new products offered, and 131 new buyer organisations attending for the first time, highlighting strong demand in the sector and in Australia in particular.

The ATE26, which is delivered in partnership with the South Australian Tourism Commission, is expected to contribute around $13.6 million to the local economy.

Quotes attributable to Emily Bourke

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 connections made at ATE will result in new travellers visiting South Australia and supporting our businesses for years to come.

South Australia’s tourism industry has come a long way since we last hosted in 2018, from a suite of new major hotel chains to innovative new products telling our story authentically to visitors.

We have grown so much and we have so many major events back on our calendar, from the Adelaide 500 and Moto GP to the recently announced Australian Open golf tournament.