Australian Tourism Exchange hybrid solution in 2021

Two-week program include first-time "ATE Luxe" element

Tourism Australia will hold a hybrid version of its annual Australian Tourism Exchange (ATE) in Sydney, spread over 10 days in June 2021.

The event will provide an opportunity for face-to-face meetings and virtual event components “to ensure the travel industry can meet, exchange knowledge and establish important business connections,” Phillipa Harrison, MD of Tourism Australia said.

The national tourism authority was forced to scratch the 2020 event, planned for Melbourne in May, due to the pandemic.

This year’s event includes the trial of a luxury program – dubbed ATE Luxe – in which select buyers from across global markets will be able to participate in one-way preferencing to curate an appointment schedule with sellers who deliver high-end experiential product tailored to the high-net-worth individuals market.

ATE Luxe buyers will also have the opportunity to take part in a one-day NSW educational.

A screen-grab from the ATE 2021 website

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The hybrid ATE aspires to connect Australian tourism industry partners with international and domestic travel buyers “amid ongoing uncertainty around international travel and border openings,” the tourism organisation said.

ATE Live

In 2021 the physical show will differ from past ATE events. Traditional seller booths will be replaced with networking areas defined by State and Territories. Appointments will take place across the trade show floor.

With more sellers than buyers participating, buyers will remain stationed while sellers will move between appointments.

Tourism Australia says the procedure reversal from the norm will save considerable time and deliver cost savings on booth creation.

“ATE Live” is scheduled for 6-9 June at the International Convention Centre Sydney. The in-person event is open for international buyers who are based in Australian or located in countries permitted to travel to Australia, domestic buyers and frontline travel sellers.

Cable Beach, Broome, Western Australia | Credit: Tourism Australia

ATE Online

Immediately following ATE Live will by the virtual “ATE Online” running between 10-17 June, 2021.

Being spread across two-weeks will cater for various time zones that buyers are based in.

ATE Online will enable sellers to meet with qualified travel buyers from key international markets in Asia, North America, UK & Europe and New Zealand.

Due to “global complexities”, Tourism Australia is assessing an alternative platform to host ATE Online than what was used for the Australia Marketplace Online. Further details are forthcoming.

There are four criteria for the buyer types permitted to attend ATE Live. They include:

  • Australian-based international buyers including Inbound Tour Operators.
  • Australian domestic buyers and frontline travel sellers.
  • International buyers who are able to travel to Australia.
  • Australian domestic luxury and premium buyers.

For ATE Online, the following buyer types allowed include:

  • International buyers, including Inbound Tour Operators, based overseas.
  • International frontline travel sellers.
  • International luxury and premium buyers.
Flinders Ranges, South Australia | credit: Tourism Australia

Registrations are now open and Tourism Australia is expecting seller demand to be high.

“We will endeavour to accept as many sellers as possible in line with seller selection criteria,” TA said.

Further initiatives for ATE 2021 will be revealed in the coming months.

More at events.tourism.australia.com/ate21

Lead image: Bay of Fires, Tasmania | credit: Tourism Australia

ATEATE LuxeAustralian Tourism ExchangeTourism Australia
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