Australia’s biggest annual tourism trade event, the Australian Tourism Exchange (ATE24), took place in Melbourne from May 19th to 23rd, 2024. The event drew a record-breaking number of attendees, signaling a strong recovery for the Australian tourism industry. Despite the challenges posed by the pandemic, there is a sense of optimism in the industry, with government officials and industry leaders confident that tourist numbers will surpass pre-pandemic levels by the year’s end. The aviation sector is also recovering, with many airlines resuming flights to Australia, including Chinese carriers. The industry is also focused on sustainability and accessibility, with Tourism Australia committed to promoting these aspects. Additionally, AI and distribution are reshaping the tourism landscape, with industry leaders acknowledging the need to embrace new technologies while still valuing human connection in travel planning.
