The 45th edition of the Australian Tourism Exchange (ATE25), the largest in the event’s history, cemented Brisbane’s position as a globally competitive, delegate-friendly city, and demonstrated why more international business events are choosing Brisbane.

Tourism Australia’s signature event was delivered in partnership with Tourism and Events Queensland (TEQ), and proudly supported by the Brisbane Economic Development Agency. ATE25 welcomed over 2,800 delegates from 31 countries for four days of trade appointments, destination showcases and cultural activations.

More than 700 global buyers and 1,600 sellers came together for over 60,000 face-to-face meetings at the Brisbane Convention & Exhibition Centre (BCEC), delivering significant short-term economic uplift and laying the groundwork for future visitation.

The results of Tourism Australia’s post-event survey speak for themselves, with 99% of buyers and 100% of sellers reporting satisfaction with ATE25. In addition, 98% of buyers and 94% of sellers rated their return on investment as good, very good or excellent, further reinforcing the value and impact of the event.

However, ATE25’s impact extends well beyond the event week itself, positioning Brisbane as a go-to city for global leisure agents and event planners seeking cutting-edge venues, tailored support, and exceptional delegate experience.

Robin Mack, Tourism Australia’s Executive General Manager Global Markets & Business Events Australia, says the real value of ATE25 lies in its long-term legacy: “By hosting global decision makers here, we know Brisbane will now feature more prominently in international itineraries.”

Bringing it all together

As a key delivery partner, BEDA helped bring ATE25 to life with strategic input across logistics, venue support, international delegate engagement and local industry coordination; a testament to their capability in managing complex global events.

By leveraging Brisbane’s industry strengths, BEDA helped shape an event experience that was both impactful and uniquely local.

Brisbane Economic Development Agency (BEDA) CEO, Anthony Ryan, said hosting ATE25 was a pivotal moment for Brisbane. “Brisbane shone on the global stage at ATE25, with vibrant cultural activations and seamless event delivery across the city. It was a powerful showcase of what makes Brisbane a world-class business events destination, setting a new benchmark for delegates from around the world,” Mr Ryan said.

“The legacy of ATE25, supported by BEDA alongside our good friends, Tourism Australia and Tourism and Events Queensland, will continue to drive global interest for Brisbane and open doors to future opportunities.”

“An event of this scale relies on incredible partnerships,” Mack says. “We’ve worked closely with TEQ and BEDA. Together, we’ve brought the event to life and showcased Brisbane to the world. It’s the first time ATE has been held in Brisbane in 17 years, and it wouldn’t have been possible without those partnerships.”

From the official ATE25 Run Club led by local athletes as part of the dedicated Morning Wellness Program to a dazzling Queensland Showcase event complete with the first-ever ATE drone show, daily events and activations brought Brisbane’s story to life, setting a new benchmark for delegate experience and inclusion.

A major highlight, the drone show lit up the Brisbane sky with a powerful visual narrative celebrating the city’s First Nations culture, connecting delegates to the stories of Country and Brisbane’s deep cultural roots in a truly unforgettable way. These bespoke elements demonstrate how Brisbane can elevate business events with immersive experiences that are locally grounded, emotionally resonant and globally memorable.

First Nations culture was woven throughout the ATE25 program, offering delegates a meaningful connection to Brisbane’s identity and heritage. From the soulful Welcome to Country that opened the event to curated performances and cultural storytelling, the program reflected Brisbane’s commitment to authentic, place-based experiences.

As global demand for Indigenous-led tourism continues to grow, these moments helped position Brisbane as a destination where culture is not only celebrated, but central to the city’s story.

Delegates enjoyed the full spectrum of Brisbane cultural flavours from a blend of ballet and circus from Queensland Ballet and Flipside Circus and even enjoyed a high-energy Brisbane 2032 Olympic and Paralympic Games preview with daily in-room workouts.

With more than 30 local operators represented, making it Brisbane’s largest-ever ATE contingent, the event highlighted not only the strength of the city’s tourism industry, but its commitment to shaping a visitor economy that’s future-facing and inclusive by design.

Several new tourism experiences were launched as part of the ATE25 program, reinforcing Brisbane’s credentials in accessibility and sustainability.

These included the world’s first wheelchair-accessible bridge climb on the iconic Story Bridge, a milestone for inclusive tourism, along with eco-certified day trips to North Stradbroke Island and city tours designed to connect visitors with Brisbane’s cultural and culinary highlights.

In collaboration with tertiary institutions and volunteer organisations, BEDA also established the ATE25 Volunteer Program. This initiative formed part of Brisbane’s broader city-wide welcoming strategy, designed to create a cohesive and people-first experience for international delegates. Thirty-five volunteers were trained through the Hidden Disabilities Sunflower Program and the Brisbane Region Welcomes You Program, ensuring every visitor felt genuinely supported, informed and included from arrival to departure. This commitment to warm, personalised hospitality is a hallmark of how Brisbane delivers world-class events with a local touch.

Initiatives like these reflect Brisbane’s focus on inclusive, people-first delivery, and build local capability ahead of hosting future global events, including the Brisbane 2032 Olympic and Paralympic Games.