Asia remains a cornerstone of Australia's tourism growth strategy as the Australian Tourism Exchange 2025 (ATE25) officially kicks off over the weekend in Brisbane, Queensland.

ATE25, organised by Tourism Australia in collaboration with Tourism and Events Queensland and supported by the Brisbane Economic Development Agency, is the largest edition on record. Running from 27 April to 1 May, 2025, the event brings together 1,600 Australian sellers and over 700 international buyers, with more than 60,000 meetings scheduled.

Strong growth from Asia

Australia's inbound tourism is seeing a strong rebound, with international arrivals reaching 8.3 million in the year ending February 2025, representing a 9% increase year-on-year. This growth is largely driven by a rise in holidaymakers and increased aviation capacity.

Tourism Australia has forecast an additional 5 million international arrivals over the next four years, bringing the total to a record 13.19 million by 2029, with Asia continuing to play a pivotal role.

“Asia, being close to us, is growing very quickly,” said Tourism Australia’s managing director, Phillipa Harrison at the conference. “From 2010 to 2019, Asian destinations grew by 100%. They are now set to grow by another 50%.”

China, Japan, India, South Korea, Singapore, and Malaysia are expected to remain among the top 15 core markets for Australia. Additionally, Vietnam has been identified as a new country of focus, bringing the total number of key markets to 16.

Australia’s winning formula

At ATE25, Phillipa Harrison, managing director of Tourism Australia, stated that Asia's proximity and rapid growth make it crucial for Australia, with a projected 50% growth in the region. Photo Credit: Tourism Australia

Harrison told Travel Weekly Asia that Tourism Australia's approach to engaging Asia includes localised global campaigns, with a strong emphasis on key opinion leaders and enhancing trade partnerships.

“In Asia, it's all about getting them to come down and experience Australia firsthand, and working closely with our trade partners is essential,” she said, adding that Tourism Australia’s trade events are key to maintaining these relationships.

In addition to distribution and Asia, other trends driving Tourism Australia's growth include focusing on high-value visitors, promoting experiential travel, hosting major events, and advocating for sustainable tourism.

“In a world where distribution channels are constantly evolving, the need for business-to-business and people-to-people connections is stronger than ever,” Harrison noted. “For a country as vast and diverse as Australia, distribution will always be vital to our success.”

Brisbane's moment to shine

Brisbane is particularly in the spotlight as it prepares to host the 2032 Olympic and Paralympic Games. Minister for the Environment and Tourism, Andrew Powell, emphasised the significance of Brisbane hosting ATE25, with the event expected to inject AU$9 million (US$5.75 million) into the Queensland economy.

“Connections are the foundation of our industry, and opportunities like this are crucial to driving international visitors our way in the lead up to, during, and well beyond the Brisbane 2032 Olympic and Paralympic Games,” Powell said in a statement.

Ahead of and following ATE25, Tourism and Events Queensland has planned 63 familiarisation programs for international media and trade representatives. These will showcase 346 Queensland experiences across the state, highlighting the region's diverse offerings.