Tourism conferences are often viewed as industry events, but for me, they are one of the most valuable ways I can continue learning, building relationships, and discovering new experiences that eventually become part of the trips I create for clients.

This year, I spent nearly a month in Australia, with the centerpiece of the trip being the Australian Tourism Exchange (ATE) in Adelaide, South Australia.

ATE is Australia’s largest tourism marketplace, bringing together tourism operators, destinations, and travel professionals from around the world. This year’s event welcomed a record-breaking 2,700 delegates and connected buyers from 32 countries with tourism experiences from across Australia.

For four days, my schedule was packed with appointments. Think of it as speed dating for travel professionals. Every 15 minutes, I met with a different tourism operator, hotel, tour company, destination representative, or attraction. By the end of the conference, I had completed more than 80 appointments representing every Australian state and territory.

Some of these were long-standing partners I’ve worked with for years. Others were new experiences, accommodations, and touring opportunities that could be a great fit for future clients. Every conversation helped me better understand what is new, what is changing, and what travelers can experience throughout Australia.

But ATE was only part of the story.

Before the conference, I spent time exploring Sydney and Queensland’s Sunshine Coast. While Sydney continues to be one of my favorite gateway cities, I also had the opportunity to spend time in Noosa and the surrounding Sunshine Coast region. From coastal scenery and wildlife encounters to experiencing places like Habitat Noosa, famous for its kangaroos gathering near the lake, it was a reminder that some of Australia’s most memorable experiences happen beyond the major cities.

Following ATE, I participated in a South Australia coastal familiarization that showcased another side of the state. Highlights included Glenelg, a dolphin sailing experience, a Port River cruise, and a cycling tour through Adelaide with Bike About. These are exactly the types of experiences that help me understand how destinations fit together and what different travelers might enjoy.

My final week was perhaps the most rewarding. Instead of following a structured conference schedule, I spent time exploring South Australia more like a local. I visited two wine regions that were new to me—Langhorne Creek and Coonawarra—adding to my understanding of a state that continues to impress me with its diversity. From coastal communities and vibrant city neighborhoods to world-class wine regions, South Australia offers far more than many travelers realize.

One of the biggest takeaways from this trip was seeing how destinations can be combined into deeper, more immersive experiences.

A South Queensland journey might blend Brisbane’s urban energy with the Sunshine Coast, hinterland experiences, wildlife encounters, and reef adventures. South Australia offers opportunities to combine city experiences, cycling, wildlife, coastal scenery, and wine regions into one seamless journey. The possibilities are far greater than simply checking major cities off a list.

That’s ultimately why I attend events like ATE.

The value isn’t simply collecting brochures or business cards. It’s building relationships with the people who make these experiences possible. It’s gaining firsthand knowledge that cannot be learned from a website. It’s seeing destinations evolve and discovering new ways to help travelers experience them.

ATE may be over, but the trip’s impact is just beginning.

Over the coming months, I’ll be sharing more stories, highlights, and discoveries from Australia while incorporating what I’ve learned into future itineraries. Whether it’s a first visit to Australia or a return journey to explore a different region, this trip provided plenty of inspiration for what’s possible.

And if there’s one thing I was reminded of during this month Down Under, it’s that Australia always gives me a reason to come back.

Visited May 2026 | Australian Tourism Exchange (ATE) Adelaide, South Australia