Bundaberg Tourism has proudly represented the Bundaberg region and Southern Great Barrier Reef on the national and international stage at the Australian Tourism Exchange 2026, held in Adelaide/Tarntanya from 10–14 May.
The Australian Tourism Exchange, known as ATE, is Tourism Australia’s largest annual trade event and the country’s leading business-to-business tourism marketplace. Now in its 46th edition, ATE brings Australian tourism businesses together with global travel buyers to build relationships, strengthen international distribution, and inspire future travel to Australia.
ATE26 was the largest Australian Tourism Exchange to date, attracting more than 2,700 delegates, including 730 travel buyers from 32 countries. These buyers met with 1,400 Australian industry representatives from more than 700 tourism organisations, showcasing the strength and diversity of Australia’s visitor economy.
Bundaberg Tourism CEO, Katherine Reid and Destination Experience and Industry Development Manager, Loni Hammond attended the event to fly the flag for the Bundaberg region and Southern Great Barrier Reef, support trade-ready operators, and connect with travel buyers from key international markets.
For the Bundaberg region, ATE is about much more than meetings. It is an opportunity to position the destination within the global tourism supply chain and ensure our region’s hero experiences, from the Southern Great Barrier Reef and world-leading turtle encounters to authentic food, drink, nature and agritourism experiences, are visible, bookable and compelling for international visitors.
Over the week, Bundaberg Tourism met with travel buyers, wholesalers and distribution partners from around the world, sharing the region’s evolving destination story and reinforcing the importance of including Bundaberg and the Southern Great Barrier Reef in future Australian itineraries.
The event also provided an important platform to support local trade-ready operators who are actively working with domestic and international distribution partners to grow their visitor markets.
Loni Hammond said ATE26 was a powerful reminder of the importance of global relationships in driving regional tourism outcomes.
“ATE is where Australia’s tourism industry meets the world, and it is critical that the Bundaberg region and Southern Great Barrier Reef are part of that conversation,” Ms Hammond said.
“Our role is to ensure buyers understand not only what makes this region special, but how easily our experiences can be packaged, sold and delivered for visitors. From the reef to the turtles, our local produce, our warm hospitality and our growing suite of nature-based and cultural experiences, Bundaberg has a strong and distinctive story to tell.”
“Supporting our newer to trade operators, like Taribelang Bunda Cultural Tours, Bargara Holiday Rentals and Monsoon Aquatics at events like ATE helps build long-term relationships that can convert into real business for the region. Adding these new to trade operators to the region’s well-established businesses of Lady Elliot Island Eco Resort, Lady Musgrave Experience and Splitters Farm continues to grow the destinations story and drive desire in international markets for Bundaberg, Southern Great Barrier Reef. International tourism does not happen by accident, it takes consistent destination marketing, trade engagement, product development and partnership.”
ATE26 also included pre- and post-event familiarisations, giving international buyers the opportunity to experience Australian tourism products firsthand, a critical part of building product knowledge and confidence in selling Australian destinations. Bundaberg Tourism with support of our operators hosted 2 agents from the United Kingdom, an Inbound Tour Operator and TEQs Europe Regional manager in region experiencing the Southern Great Barrier Reef from Bundaberg, Monsoon Aquatics, Macadamias Australia and enjoying the food and drink our region is globally known for.
For Bundaberg Tourism, participation in ATE26 forms part of a broader strategy to grow the region’s profile, support industry trade-readiness, strengthen international distribution pathways and ensure the destination continues to compete for high-value visitors.
As the global travel market continues to rebuild and evolve, Bundaberg Tourism will continue working with Tourism and Events Queensland, Tourism Australia, industry partners and local operators to grow awareness of the Bundaberg region and Southern Great Barrier Reef as one of Queensland’s most compelling visitor destinations.
