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Global tourism industry descends on Victoria for ATE24

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Victoria is set to welcome more than 400 global tourism decision makers to experience firsthand what makes Melbourne and regional Victoria Every bit different in a comprehensive familiarisation program ahead of the Australian Tourism Exchange (ATE24).

Visit Victoria and Tourism Australia are hosting ATE24 – a 17-day event including its pre and post ATE familiarisation program. The tradeshow component of ATE takes place at the Melbourne Convention and Exhibition Centre from 19-23 May, where more than 50,000 meetings will be held on the tradeshow floor.

ATE24 is gearing up to be one of the biggest events in its 45-year history, with record numbers of international buyers (714 tourism wholesalers and retailers from 37 countries) and sellers (1500 tourism operators).

More than 100 Victorian tourism businesses are participating, with one-in-five joining ATE for the first time.

Hosting ATE24 in Victoria is a significant component in Visit Victoria’s strategy to grow international visitation in key source markets. The event connects Victorian tourism businesses directly to tourism wholesalers and retailers and media partners from around the world, providing critical opportunities to reach overseas buyers and open up new export markets.

The pre-and post ATE familiarisation program presents a unique opportunity for international buyers and media to experience first-hand the inclusivity, diversity and creativity of Victoria’s experiences and regions – and is expected to have a powerful impact for Victorian tourism operations, regional businesses and the State’s visitor economy.

The program will feature more than 330 products across 62 itineraries, with every region of Victoria hosting a familiarisation, and most regions receiving more than one.

In addition, around 80 international media will experience how Melbourne and regional Victoria enriches every moment of a visitor's stay in a way no other destination in Australia can, with the media program consisting of 20 familiarisations showcasing more than 110 products.

ATE24 is the perfect opportunity to showcase the best of Victoria on the global stage and continue to grow the State’s record $37.8 billion visitor economy.

We look forward to welcoming the global tourism industry to this critical event.

Brendan McClements

CEO, Visit Victoria 

First cab off the rank was a group of global tourism buyers and media who visited the Mornington Peninsula’s Moonlit Sanctuary Wildlife Conservation Park, Pt Leo Estate and Alba.

One of famils featured some of the Goldfields’ gems, including Sovereign Hill and Central Deborah Gold Mine.

Participants experienced some of the delights of Yarra Valley with visits to Rayner’s Orchard and Rochford Wines. 

International media experienced just why Melbourne is the nation’s major events capital, while also taking a tennis lesson from Aussie sports legend, Todd Woodbridge.