ATE 2026
The world seems to have turned upside down – which makes this the perfect time to take a closer look at a few destinations that may not always be top of mind for luxury travelers. And what better opportunity for a destination update than a major travel trade show? Off to Adelaide for LuxuryWise's debut at the Australian Tourism Exchange!
by LuxuryWise Editor-in-Chief Iris M. Köpke
Image: Tourism Australia
Image: Tourism Australia
ATE 2026
The world seems to have turned upside down – which makes this the perfect time to take a closer look at a few destinations that may not always be top of mind for luxury travelers. And what better opportunity for a destination update than a major travel trade show? Off to Adelaide for LuxuryWise's debut at the Australian Tourism Exchange!
by LuxuryWise Editor-in-Chief Iris M. Köpke
ATE 2026 – Facts & Figures
Participants
...gathered in Adelaide, South Australia, for this year’s Australian Tourism Exchange (ATE). Featuring more than 1,400 exhibitors, Australia’s leading travel trade event was held in the coastal city for the fourth time.
Luxury Buyers
...from 19 countries took part in ATE 2026. The event officially kicked off with the Luxe Buyer Reception at Penfolds Winery just outside Adelaide. Cheers to a successful week of business and networking!
Meetings
...took place during the four-day trade show at the Adelaide Convention Centre. The most popular gathering spot? South Australia’s tea stand, where local honey was added into every cup – a true lifesaver for tired voices.
Memorable Moments
Premium Pour
Welcome to Penfolds! The legendary winery hosted the luxury buyer reception on the eve of the trade show – and treated every guest to a glass of Grange, the brand’s flagship red wine, which retails for around EUR 600 a bottle.
Image: Tourism Australia
Cultural Commencement
Before Tourism Australia MD Robin Mack and other tourism leaders delivered their opening speeches, attendees experienced the traditional Aboriginal Welcome to Country ceremony. A powerful and genuinely moving moment.
Image: Tourism Australia
Luxury Lunch
With up to 25 appointments per day, attendees burn through plenty of energy – even when distances are short. Lunch breaks provided welcome fuel, and what fuel it was: delicious food paired with flawless organization. Respect where respect is due.
Image: Tourism Australia
Tasty Treats
ATE attendees received a literal taste of the destination on the opening evening at the "Tasting Australia" welcome event, complete with food trucks, live entertainment, and an impressive lineup of culinary delights.
Image: Tourism Australia
Stadium Showcase
The South Australia Showcase took place inside Adelaide Oval, the city’s stadium. Guests enjoyed an Aboriginal eucalyptus-smoking ceremony, cultural performances, and a buffet with oysters, lobster, foie gras, and more.
Image: LuxuryWise
Farewell Festivities
Already over? At the end of the final day, attendees gathered once more for a relaxed barbecue on Festival Plaza directly outside the Convention Centre. One last drink, one last catch-up – see you at ATE 2027 in Sydney!
Image: Tourism Australia
Interview with Robin Mack, Managing Director Tourism Australia
Robin Mack has been with Tourism Australia for more than 13 years and officially stepped into the role of Managing Director in January 2026. His first Australian Tourism Exchange (ATE) in the position provided the perfect opportunity to discuss Australia’s growing appeal in the luxury travel market – and where the destination sees its greatest opportunities for the future. Let’s dive in!
Image: LuxuryWise
LuxuryWise: In a nutshell: why should travelers make the long journey and visit Australia?
Robin Mack: I believe there’s nothing like Australia. That has been our tagline for many years, and through our campaign 'Come and Say G’day', we’re extending an invitation to the world. The campaign really shows how welcoming Australians are to international visitors from all over the world. We love having visitors come here, and we know they choose Australia because of our nature and our unique wildlife. But then there is also the world’s oldest living culture, and we know our visitors love the experiences that allow them to immerse themselves in it and really understand First Nations culture. Beyond that, there is also the great infrastructure you would expect, including quality accommodation and everything that comes with it. But what often surprises and impresses people is the quality of our culinary offerings.
LuxuryWise: What kind of feedback do you receive from visitors from around the world? Mack: Our consumer research tells us many interesting things. One of the key findings is that after people visit Australia, their perception of the destination becomes even more positive. We score higher than visitors expect in areas such as nature and wildlife, food and drink, and value for money. They rate us more highly after their trip, which shows how much they value the experiences they receive. Our research also tells us that people already see Australia as a safe and secure destination before they travel. After their visit, they rate us even higher in that regard. So there are many reasons why people choose Australia, and we're very fortunate that our research consistently shows that we don't just meet expectations – we exceed them.
LuxuryWise: Do you believe Australia will benefit from the current geopolitical situation, or is it more likely to feel negative effects?
Mack: There is obviously a degree of global uncertainty at the moment. Our role is to adapt to that and make sure we continue driving demand for our industry. We are active in 16 markets around the world, and we have activities running in all of them. We haven’t paused anything. We may have made some adjustments to our approach in certain markets, but our focus remains on what Tourism Australia does best: extending that invitation to the world to come and say G’day and keeping that message front and center. We want to make sure Australia remains top of mind when people are thinking about their next vacation. As for the flight situation, there was obviously some initial disruption in the Middle East. We know that many travelers fly to Australia with Middle Eastern carriers. At the same time, other airlines, including Singapore Airlines and Cathay Pacific, have increased capacity through their hubs into Australia. As a result, people are finding alternative ways to get here. Of course, there will be some impact on travelers who had originally booked through the Middle East and may currently be hesitant to use those routes. But we are confident that as soon as circumstances allow, they will return to those connections and continue traveling through the region again.
LuxuryWise: How important are travel advisors and tour operators in promoting Australia as a destination – especially in times like these?
Mack: I think travel advisors are absolutely critical for us as a destination. Australia is a complex destination, and having been a travel agent myself, I know how important it is to have someone who can cut through that complexity and create a truly personalized experience. That is especially important in the luxury sector, where travelers want customization and the reassurance that they are in safe hands.
They want to know their trip will be the very best it can be, and travel advisors play a key role in making that happen. That is why we invest so heavily in our Aussie Specialist Program, which includes dedicated luxury modules. We are also taking our Signature Experiences Program on a roadshow across continental Europe later this June, giving travel advisors the opportunity to learn more about the destination and its luxury offerings. So yes, travel advisors are incredibly important to us. We invest in supporting them because we know they make a real difference.
LuxuryWise: Tourism Australia is now making a deliberate push to position the country in the luxury travel segment – that's one of the top priorities on your agenda. Can Australia truly deliver on that promise?
Mack: Absolutely. One of the key pillars of our new Tourism 2035 strategy is positioning Australia as a luxury destination. We firmly believe that Australia offers a truly distinctive luxury proposition. The country has everything travelers expect from a luxury vacation: exceptional products, outstanding luxury lodges across every region of the country, and the infrastructure needed to deliver a world-class travel experience. What truly sets Australia apart, however, are the nature-based experiences and the opportunity to immerse oneself in First Nations culture. There is also the experience of staying in remote locations that offer a sense of place and disconnection that is increasingly difficult to find elsewhere. It is this combination that makes Australia’s luxury offering so unique. Through Tourism 2035, we want to define more clearly what luxury means in an Australian context and communicate that message more effectively to the world. We already have a wealth of luxury-focused content and experiences available today. However, we believe we can be even more precise and compelling in the way we communicate our luxury credentials.
LuxuryWise: And how exactly do you plan to bring that strategy to life in the years ahead?
Mack: A key part of that strategy is our Signature Experiences of Australia Program, which has been at the heart of our luxury efforts for many years. The program is built around the passions that matter most to high-end travelers, including luxury lodges, golf, exceptional walking experiences, and premium wine regions. It brings together a wide range of high-quality products that can be marketed internationally and sold directly through the travel trade. These experiences play a vital role in positioning Australia as a luxury destination and strengthening the country’s profile in the premium travel segment. At the same time, the luxury offering continues to expand. There are currently around 4,500 new hotel rooms under development across Australia, and approximately 55 percent of them are in the luxury category. That gives a clear indication of just how dynamic this sector has become. Two upcoming projects illustrate this growth particularly well: in Sydney, Australia’s first Waldorf Astoria will open next year – directly opposite our office, and we are very excited about that. And in the Wolgan Valley, the world’s first Ritz-Carlton Lodge is currently under development, another project we are watching with great anticipation.
*****
Top 3: Our Favorite Meetings at ATE 2026
The Buyer's Perspective
Bettina Böttcher · Art of Travel, Germany
"Interestingly, the vibes among exhibitors this year has been overwhelmingly positive, even though many of us buyers may not have arrived quite as enthusiastic given everything that is happening in the world right now. But that is actually one of the reasons I keep coming back to ATE: you always leave with a sense of optimism. There are exciting new products entering the market, long-standing partners continue to evolve, and there is always something new to discover. It is also wonderful to see the next generation at many of our partners stepping into established businesses, bringing new perspectives. There is never a sense of standing still here, and that is what makes the event so enjoyable. At the moment, bookings for Australia are a little more subdued, but I think that applies to almost every destination for the reasons we all know. But I'm confident that demand will pick up again. Australia remains a dream destination – and for very good reason."
Image: LuxuryWise
Image: LuxuryWise
Endre Kaurin · Australiareiser, Norway
"Demand for Australia in the Scandinavian market is slowly recovering after coming to a complete standstill in March due to the crisis in the Middle East. Despite having traveled to Australia many times, attending ATE remains invaluable, as it provides an opportunity to discover new products, meet potential new partners, and strengthen relationships with existing ones. For luxury travelers, Australia continues to be an exceptional choice, offering exclusive resorts and lodges where guests can escape the crowds while enjoying outstanding food and wine in a relaxed and unpretentious setting. Among this year’s standout discoveries at ATE was Ever Bloomfield, a new luxury property set to open in November 2026."
Anny Stensvig · Nyhavn Rejser, Denmark
"At the moment, we are seeing quite low demand for Australia – possibly the lowest in years. We did have more bookings up until mid-April, even after the first escalation in March. The atmosphere at ATE seemed positive, but there is also a lot of uncertainty about how the geopolitical situation will affect travel. That said, I had many very good meetings – a mix of catching up with long-standing partners as well as discovering new products. ATE is a superb place for that. I loved the new station stays, such as Mt William Station near the Grampians, and the Flamboyance walking tours in Adelaide, which we will definitely include. Australia is truly a good destination for luxury travelers. Even though it does not have brands such as Six Senses, Aman, or Belmond, it certainly offers luxurious stays. And Australia really sets itself apart with its lodges. Their signature is the locations and the experiences they offer. As for Nyhavn Rejser, we hope that we will be able to redirect some of our usual U.S. business to Australia."
Image: LuxuryWise
+++ News +++ News +++ News +++
Rendering: Crystalbrook Collection
Crystalbrook Sam
Crystalbrook Sam is set to open in Adelaide in late 2026, marking the brand’s first property in South Australia. The hotel will feature 196 rooms and suites, along with Level 12, a signature restaurant overlooking the city skyline and the Adelaide Hills. Wellness will play a major role in the guest experience, with plans for a spa, fitness center, sauna, and swimming pool. A strong addition to Adelaide’s growing luxury hotel scene.
Trade Contact: Karen Sloane, Account Director Int. Leisure Sales
AI-generated Image: Jacob Sjoman
The Cliffs
The Cliffs Kangaroo Island Golf Course, an 18-hole championship course is scheduled to open on the island in late 2026. Designed by renowned golf course architect Darius Oliver, the project places a strong emphasis on integrating the island’s native flora and fauna. Guests will be able to rent clubs, golf shoes, and carts on site, while accommodation options are also planned for the future.
Trade Contact: Emma Wells-Jones, Sales & Partnership Manager
Rendering: Rawnsley Park Station
Rawnsley Park Station
Set amid the Flinders Ranges, Rawnsley Park Station combines outback heritage with contemporary comfort. While tourism has become the property’s main focus, more than 2,000 sheep still roam the working station. Beginning November 1, guests can stay in the new Oasis Eco Villas, featuring private plunge pools and one- or two-bedroom layouts, all designed to maximize the views of the surrounding landscape.
Trade Contact: Neville Smith, CEO Rawnsley Park Station
Image: Morris Escapes
Mount Mulligan Lodge
Mount Mulligan Lodge in Queensland has unveiled a new spa and mineral bathing concept. Opened in March 2026, the wellness area sits within the lodge grounds overlooking Mount Mulligan itself. The centerpiece is a private outdoor mineral bath with solar-heated water that can be individually temperature controlled. A selection of spa treatments complements the experience, creating an even stronger focus on wellness in this remote luxury retreat.
Trade Contact: Jennifer Penegar, General Manager of Sales
Image: LuxuryWise
Great Walks of Australia
Timed to coincide with ATE, Great Walks of Australia introduced its newest experience: the Uluru-Kata Tjuta Signature Walk. Over five days and 54 kilometers (34 miles), guests travel from the world-famous Uluru monolith to the Kata Tjuta formations. Along the way, they stay in eco-camps and lodges within the national park, dine beneath the stars, and immerse themselves in stories and traditions that have been passed down for thousands of years.
Trade Contact: Genevieve Matthews, Executive Officer
Image: Foolscapstudio
Garde Hotel
Nine months ago, a former police headquarters in Fremantle began a new chapter as the Garde Hotel. The property offers seven room categories with clean, contemporary design and also incorporates the historic Warders Cottages, once home to prison wardens and their families. Included for every guest are daily breakfast, an evening drink, and minibar refreshments, adding extra value to an already distinctive city stay experience.
Trade Contact: Kelsie Johnston, Sales Manager