NSW made a powerful impression at the Australian Tourism Exchange 2025 (ATE25), where Destination NSW and more than 150 visitor economy operators from across the state connected with the world’s most influential travel buyers and media.

Held in Brisbane from 27 April to 1 May, ATE25 brought together more than 700 travel distributors and 67 media representatives from 37 countries — all looking to shape future itineraries and secure standout experiences for travellers from around the world.

Destination NSW showcased the depth and diversity of the state’s visitor offering — from Sydney’s 24-hour cultural energy to the coastlines, wine regions, Aboriginal tourism and agritourism of regional NSW. Through more than 1200 business appointments and networking events, NSW reinforced its position as Australia’s leading destination for immersive, high-quality visitor experiences.

ATE25 plays a vital role in accelerating demand for travel to NSW and achieving the state’s $91 billion visitor economy target by 2035.

Destination NSW Acting CEO Karen Jones said: “ATE25 is where global travel decisions are made — and NSW delivered a united, world-class presence.

“We’re proud to work alongside operators who are redefining what it means to travel to our great state. Their passion and innovation continue to put Sydney and regional NSW at the top of global travellers’ lists.”

As part of its focus on growing export-ready experiences, Destination NSW supported operators through its NSW First Program, onboarded 10 emerging businesses via the New Product Pathway, and enabled eight Aboriginal tourism businesses to attend through the Aboriginal Tourism Activation Program.

NSW also led the way in agritourism at ATE25’s Farm & Food Trails exhibition, with three booths featured in the central Farmers Market hub, connecting producers directly with global buyers.

To further showcase the state’s regions, Destination NSW hosted six trade familiarisation visits and two international media famils, giving participants a first-hand experience of destinations including the Tweed, Byron Bay, Port Stephens, Newcastle, Hunter Valley, Blue Mountains, Shoalhaven and Southern Highlands.

NSW’s newest glamping lodge heads to ATE25

Reflections Holidays' new glamping lodge,  Wilderluxe Lake Keepit, was among 78 regional NSW operators that participated in ATE25.

Located between the country towns of Tamworth and Gunnedah, above Lake Keepit and surrounded by Great Dividing Range, Wilderluxe Lake Keepit offers nature and visitor stargazing experiences including a film featuring Kamilaroi storyteller Uncle Len Waters narrating tales of the Dreaming above.

Reflections Holidays and Wilderluxe Chief Marketing Officer Pete Chapman said: “We’ve been thrilled to participate in ATE once again—an incredibly effective platform to showcase our Reflections Holidays portfolio and to launch our new luxury glamping brand, Wilderluxe, which has received an exceptionally strong market response.

"Across the four days, we conducted more than 160 meetings with buyers from around the world, highlighting ATE’s unique ability to drive global exposure, build brand awareness, and create meaningful commercial opportunities.

"As a proud partner of Destination NSW, we look forward to expanding our market presence and contributing to the growth of the Australian tourism industry.”

Cruise destinations in the spotlight

Cruise Lines International Association (CLIA) and the Australian Cruise Association (ACA) have partnered to highlight the country’s ports at ATE25.

CLIA Managing Director in Australasia Joel Katz said: “Cruising is an incredibly important part of Australia’s tourism industry, generating $8.43 billion a year for the national economy and supporting more than 26,000 full time jobs.

“If international cruise passengers were a country, they would represent one of Australia’s top five tourism markets, so we need to foster this key part of our tourism portfolio.”

ACA Chief Executive Officer Jill Abel said: “We have around 50 regular ports and destinations on the Australian cruise map and countless anchorages and expedition opportunities, which means there’s a lot on offer for international tourism wholesalers, retailers and their travellers.”