Australia’s tourism experiences in the spotlight

Media Release

This week Australia’s tourism experiences have been firmly in the spotlight with a new-look international media and creator engagement program getting underway in South Australia. 

During the new three-day program, titled G’day Stories, 38 media representatives and content creators from 11 key international markets have been experiencing a range of tourism offerings across the state, ahead of the official ATE26 trade show in Adelaide / Tarntanya in May. This week’s portion of the G’day Stories program is being hosted in partnership with the South Australian Tourism Commission.

Representatives from well-known international media titles including Travel + Leisure, Esquire, LeParisien, National Geographic Traveler China, The Straits Times, Epicure and more, along with content creators with wide reaching audiences, are taking part in the visit.

In addition to the South Australian events, guests have been participating in pre- and post-familiarisations across Australia, with more than 50 different itineraries to all states and territories. 

Speaking about the program, Tourism Australia’s Managing Director Robin Mack said the media hosting program plays an important role in promoting Australia’s tourism offering to the world.

“Along with our international campaigns like Come and Say G’day, hosting international media and producers of content that appeals to our audience of high yield travellers plays a vital role in how we share Australia’s tourism story with the world,” Mr Mack said.

“The advocacy these storytellers create for Australia with their audiences is incredibly powerful and enables us to tell a deeper story about the depth and breadth of world-class tourism experiences on offer here.

“Whether it’s sharing the experience of our stunning coastline and beaches or breathtaking outback, to encounters with our much-adored wildlife or exceptional food and wine experiences – we hope to inspire many more travellers to visit Australia through their stories.” 

Tourism Australia conducts a large-scale media program like this every year, in the margins of the Australian Tourism Exchange (ATE). For 2026, the ATE Media Program has been decoupled from the ATE Trade Show to give the visiting media and content producers more opportunities to experience Australia’s tourism product first-hand. As part of the G’day Stories program they will also visit tourism destinations around the country on pre and post familiarisations.

ATE is Tourism Australia’s signature event for connecting Australian tourism product suppliers with the international travel distribution network who sell Australian holidays overseas. ATE26 will be delivered in partnership with the South Australian Tourism Commission, at the Adelaide Convention Centre between Sunday, 10 May 2026 and Thursday, 14 May 2026.