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Aust’s largest tourism trade event to take place … live!

Tourism Australia to subsidise buyers’ travel

In a boost to Australian travel, both symbolically and economically, Tourism Australia (TA) has announced that the Australian Tourism Exchange (ATE) will occur as a live event in June 2021. 



Australia’s largest tourism trade show, ATE will this year take place as a hybrid in-person and virtual event, with ATE Live to run from 6-9 June at the International Convention Centre Sydney (ICC Sydney) and ATE Online to follow from 10-17 June.


International buyers who are based in Australia or located in countries permitted to travel to Australia, domestic buyers and frontline travel sellers will be able to attend ATE Live, while overseas buyers who are unable to travel due to border restrictions can participate in ATE Online. Australian sellers may apply to attend both events.


In a first for the annual event, State and Territory networking areas will replace traditional exhibitor booths, with buyers to remain stationary and sellers to move between appointments. 


Under the new format, sellers are expected to save on preparation time and most importantly, costs for normal booth set-ups. 


ICC Sydney


Allowing the tourism industry to meet and make business connections, Tourism Australia says that the event will still have its great 'ATE' feel. 


Moreover, TA will offer fully subsidised participation fees along with three nights' accommodation for all seller delegates (one per organisation), and participation, flights and three nights' accommodation for all buyers attending ATE Live who aren’t based in Sydney. 


Registration for ATE21 is open until 19 March. For more information on the event, click here.


All images Tourism Australia


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Written by: Mark Harada
Published: 22 February 2021

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