Destination NSW is supporting NSW businesses to attend Australian Tourism Exchange 2026 (ATE26), delivered by Tourism Australia. From 10 - 14 May 2026, ATE26 will bring together Australian visitor economy businesses and global distribution partners to conduct scheduled business appointments and participate in networking events over four days.
ATE26 New Product Pathway
Attending ATE26 will help businesses to build new relationships with global distributors including wholesalers and online travel agents.
Destination NSW is supporting the registration cost for new sellers to attend through its New Product Pathway.
The $41,615 New Product Pathway, delivered by Destination NSW, will support up to seven NSW businesses to attend as new sellers at Australia’s largest B2B travel industry event.
Through the New Product Pathway, Destination NSW will support the full primary ATE26 registration fee of $5,945 (inc. GST) for successful applicants.
Who can apply
Established visitor economy businesses such as tour, accommodation or attraction providers that are actively working with one or more inbound tour operators and have not previously attended ATE, can apply.
Applications are open to businesses that register as a new seller for ATE26 by 7 November 2025.
Please refer to key dates, terms and conditions below.
Applications
Submit your New Product Pathway application
Terms and conditions
- Applicant businesses must be eligible based on Tourism Australia’s event seller criteria and receive official acceptance as an ATE26 seller from Tourism Australia.
- Applicant businesses must be first-time sellers at ATE.
- Applicant businesses must demonstrate engagement with one or more inbound tour operators within the 2025 calendar year.
- Applicant businesses are not eligible for a participation under the New Product Pathway program if they meet Tourism Australia’s “National” definition (operating your business in three or more Australian states and territories).
- The New Product Pathway applies only to the ATE26 registration and primary delegate fee. All other expenses, including flights, accommodation, and additional delegates, are at the expense of the applicant.
- Applicants who have been successful in receiving other grants (federal or state) to support their attendance at ATE26 are not eligible to apply.
- Applications will be assessed based on eligibility and on a first come, first served basis. Places are limited to a maximum of seven New Product Pathway recipients.
- Destination NSW will notify successful New Product Pathway applicants no later than 8 December 2025.
- To receive the New Product Pathway, successful applicants must provide Destination NSW with a Screenshot or PDF of the accepted attendance to ATE26.
- Acceptance of New Product Pathway Terms and Conditions
- Cancellation fees for ATE26 will apply as per the ATE Terms & Conditions. If an applicant cancels ATE26 registration, the New Product Pathway primary delegate registration must be repaid in full to Destination NSW.
If the number of applicants meeting the New Product Pathway’s eligibility criteria exceeds the maximum of seven places, Destination NSW has the right to apply any or all of the following;
- Take a first in, best dressed approach based on the date and time of submission.
- Assess the mix of category and geographic coverage of visitor experiences to ensure a balanced representation.
Key dates
- 14 October – 7 November 2025: Apply to attend ATE26 as a seller via Tourism Australia’s ATE26 event website. Seller applications close on Friday 7 November 2025.
- 14 October – 7 November 2025: Submit your New Product Pathway application to Destination NSW by 5.00pm (AEST) Friday 7 November 2025.
- 8 December 2025: Destination NSW will advise if you have been successful in your New Product Pathway application
- 9 December 2025: Tourism Australia will advise if you have been successful in your application to attend ATE26
Next steps
Successful applicants
To finalise your application please action the below between 9 December and 20 December 2025:
- You will receive an email from Tourism Australia on 9 December 2025 confirming your application to ATE26 is successful
- Confirm your acceptance to ATE26 on the Tourism Australia email via the link provided
- You will receive an email from Destination NSW to submit the following details
- Screenshot or PDF confirming your Tourism Australia accepted attendance at ATE26
- Acceptance of New Product Pathway Terms and Conditions
Unsuccessful applicants
Please note you may still be eligible to attend ATE26 at your own costs. Tourism Australia will advise you via email on 9 December. At this stage you may decide to register and attend ATE26 at your own cost, of $5,945 (inc GST) for the primary seller.
Unsuccessful applicants will have the option to decline Tourism Australia acceptance until Tourism Australia’s payment deadline of 20 January 2026.
Find out more
Submit your New Product Pathway application
For more information on ATE26, visit the Tourism Australia website
For further assistance on the New Product Pathway program, contact Destination NSW on ate@dnsw.com.au.
