The Australian Trade Commission

What The Australian Trade Commission does

Austrade (the Australian Trade and Investment Commission) is the Australian Government's statutory agency for international trade promotion, foreign investment attraction, international education marketing, and visitor economy strategy. Founded in 1986 and operating as part of the Department of Foreign Affairs and Trade (DFAT), it serves Australian exporters, international investors, education providers, and tourism operators through a network of domestic offices and a global footprint of international posts.

The agency's core offerings include the Export Market Development Grants (EMDG) program, the A$55 million Accessing New Markets Initiative (ANMI), the THRIVE 2030 visitor economy strategy (targeting A$230 billion in visitor spending by 2030), and the TradeStart adviser network operated jointly with state, territory and local governments. Austrade also runs regional business exchanges (ASEABX, AIBX, SABX), the Landing Pads program for tech scaleups in markets including India, Vietnam and Indonesia, sector prospectuses for critical minerals, critical technologies and the green economy, the eeger hospitality training platform (launched July 2025), the Quality Tourism Framework accreditation, and the Investment Deal Teams initiative for Southeast Asia. Recent bilateral moves include an MOU with Indonesia's Danantara sovereign wealth fund and partnership with Export Finance Australia and DFAT under the Invested: Indonesia to 2040 guide.

Austrade's business model is built on government appropriations rather than commercial revenue generation. It administers grant programs on behalf of the Australian Government — typically multi-year contracts ranging from A$1 million to A$15 million per program — and provides advisory services at no charge to eligible Australian businesses. The technology stack disclosed is administrative rather than product-oriented, consisting of Microsoft 365 Copilot for internal workplace productivity, with public-facing digital platforms (Go Global Toolkit, Austrade International portal) serving as self-serve distribution channels. Monetization, in the conventional PE/VC sense, does not apply; value is measured in economic outcomes such as the near-tripling of two-way trade with Indonesia since IA-CEPA (2020) and the $230 billion visitor economy target.

Name

The Australian Trade Commission

Legal name

Australian Trade and Investment Commission

Website

https://austrade.gov.au

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

The Australian Trade and Investment Commission (Austrade) is the Australian Government's statutory agency promoting international trade, foreign investment, education exports, and the visitor economy through grants, advisory services, and a global office network.

Ownership category

akta.pro rank

Headquarters

HQ city

Adelaide

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Trade and Investment Services: Austrade provides trade and investment promotion services as a government agency. The organization administers export and tourism grants on behalf of the Australian Government to help Australian businesses export products and services and support the tourism industry.
2. Grant Administration: Austrade administers grant programs including Export Market Development Grants (EMDG), tourism grants, and various targeted grant programs. These grants help Australian businesses export and support the visitor economy.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels11 records

Core offering

Austrade is the Australian Government's trade and investment promotion agency. It helps Australian exporters expand into international markets through advice, market insights, in-market connections, grant programs (notably EMDG and the A$55m ANMI), and trade missions; it attracts foreign investment into Australia by connecting international investors and buyers with Australian opportunities; and it leads the national visitor economy strategy (THRIVE 2030) through tourism grants, policy advice and tourism statistics.

Product overview

The Australian Trade Commission (Austrade) is the Australian Government's international trade promotion, investment and visitor attraction agency. It offers a comprehensive portfolio of programs and services organized around several pillars: export support programs including the Export Market Development Grants (EMDG), Accessing New Markets Initiative (ANMI) with the Trade Diversification Network, and regional business exchanges (Australia Southeast Asia Business Exchange, South Asia Business Exchange with Australia-India Business Exchange); tech exporter support through Landing Pads and Dealroom; advisory services via TradeStart Advisers and Trade Services; visitor economy strategy through THRIVE 2030; business resilience support via the Trade Resilience Service; tourism support including the China Approved Destination Status scheme; and digital resources like the Go Global Toolkit and the eeger hospitality training platform. Additional offerings include the Quality Tourism Framework accreditation, Nation Brand assets, Simplified Trade System initiatives, Southeast Asia Investment Deal Teams, and the Australian Export Awards.

Differentiator

Problem solved

Functional benefit

Brands

• Accessing New Markets Initiative (ANMI): A$55 million program to help Australian exporters diversify and grow into new global markets
• Export Market Development Grants (EMDG)
• THRIVE 2030
• TradeStart

Products and services

• Export Market Development Grants (EMDG) Grant program administered by Austrade that helps small and medium Australian businesses start and grow exports in international markets through financial assistance for eligible export promotion activities.
• Accessing New Markets Initiative (ANMI) A$55 million program delivered through the Trade Diversification Network that helps Australian exporters diversify and grow into new global markets by leveraging peak industry bodies.
• Trade Diversification Network (TDN) A partnership network of national peak industry bodies that supports the ANMI program, enabling Australian businesses to collaborate and access new markets collectively.
• Australia Southeast Asia Business Exchange (ASEABX) A regional business exchange program that aims to increase two-way trade between Australia and Southeast Asia through missions, business support and opportunity promotion.
• Australia-India Business Exchange (AIBX) Part of the South Asia Business Exchange that connects Australian businesses to India through the Future Skills Initiative and India Innovation Network.
• South Asia Business Exchange (SABX) A regional business exchange program that connects Australian businesses to South Asia, including dedicated Australia-Bangladesh and Australia-Sri Lanka components.
• Landing Pads and Dealroom Program that helps Australian tech exporters and scaleups expand in new markets through offshore residencies, coaching, in-market connections, introductions to partners and venture capital, with a Dealroom component for finding international investors.
• TradeStart Advisers A partnership-based network of advisers, working with state, territory and local governments, industry associations and chambers of commerce, that helps small and medium-sized exporters build business in international markets.
• Trade Services Trade services that help eligible Australian businesses expand in overseas markets through advisers in Australia and international offices providing information, insights, support and connections.
• THRIVE 2030 Australia's national long-term industry-led, government-enabled strategy for growing the visitor economy, with an action plan supporting sustainable growth and targeting $230 billion in visitor spending by 2030.
• Trade Resilience Service Service delivering practical intelligence, insights and advice to support Australian businesses navigating increased supply chain volatility.
• Go Global Toolkit Online digital toolkit providing export basics, market information and market requirements to help Australian businesses export.
• eeger Platform National online hospitality skills and training platform providing a one-stop shop for people across the visitor economy in hospitality, tourism and travel sectors.
• Quality Tourism Framework (QTF) Online tourism accreditation program supporting small and medium-sized tourism businesses with online training, quality assurance, product development, digital distribution and market development.
• Southeast Asia Investment Deal Teams Joint initiative with Export Finance Australia and DFAT providing market insights, local partner connections and investment facilitation support to increase investment in Southeast Asia.
• China Approved Destination Status Scheme Bilateral arrangement between the Australian and Chinese governments that allows Chinese tourists to travel to Australia in guided groups.

Quantifiable outcome

• Two-way trade between Australia and Indonesia almost tripled since IA-CEPA trade agreement came into force in 2020
• +2 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

21 partnerships are on record, tiered core and secondary.

• Export Finance AustraliacoreStrategic or Co-development Partner · 9 March 2026Part of the Investment Deal Teams initiative with Austrade and Department of Foreign Affairs and Trade, working on investment facilitation and trade promotion activities including the Invested: Indonesia to 2040 guide.
• Department of Foreign Affairs and TradecoreStrategic or Co-development Partner · 9 March 2026Joint Investment Deal Teams initiative with Austrade and Export Finance Australia to accelerate investment and economic transformation, particularly in Southeast Asia markets.
• Tourism AustraliacoreStrategic or Co-development PartnerTourism Australia is the national marketing organisation responsible for promoting Australia as a leisure and business travel destination. Both Austrade and Tourism Australia report to the Minister for Trade and Tourism and are part of the Department of Foreign Affairs and Trade.
• State and Territory Tourism OrganisationscoreStrategic or Co-development PartnerState and territory tourism organisations support the development and marketing of tourism destinations and experiences within their state or territory, working with Austrade on national tourism strategy.
• Regional Tourism OrganisationssecondaryChannel Partner/ Reseller/ DistributorRegional tourism organisations coordinate, market, and develop tourism within specific geographical areas, bridging local operators with state-level strategy.
• Tourism Tropical North Queensland (TTNQ)coreStrategic or Co-development PartnerDelivered the Tropical North Queensland International Tourism Recovery Grant Program. Received $15 million over 3 years from 2024-25 and up to $3 million for Round 2. Also delivered the International Ready Mentoring program.
• Accommodation AustraliacoreImplementation/ SI/ Consulting PartnerReceived $10 million grant over 4 years to implement eeger platform, an online hospitality skills and training platform as part of the Tourism and Travel Support Package.
• Australian Tourism Industry Council (ATIC)coreImplementation/ SI/ Consulting PartnerReceived up to $8 million grant over 4 years to enhance the Quality Tourism Framework (QTF), an online tourism accreditation program supporting small and medium-sized tourism businesses.
• Trade Diversification Network (TDN)coreStrategic or Co-development PartnerTDN is a partnership with national peak industry bodies under the Accessing New Markets Initiative (ANMI). The $55 million program helps Australian exporters diversify and grow into new global markets.
• Australian Fashion Council (AFC)coreStrategic or Co-development PartnerAFC is a member of Trade Diversification Network and delivered Australian Fashion Week 2026 with ANMI funding. Showcased 38 Australian fashion houses with international buyer engagement program.
• Australia-ASEAN Business Exchange PartnerscoreStrategic or Co-development PartnerRegional business exchange programs including Australia Southeast Asia Business Exchange, South Asia Business Exchange with components like Australia-India Business Exchange, Australia-Bangladesh Business Exchange, and Australia-Sri Lanka Business Exchange.
• Malaysia Digital Economy Corporation (MDEC)secondaryStrategic or Co-development PartnerKey Malaysian organization Austrade collaborated with for the Digital Gateway to Southeast Asia mission, supporting bilateral digital trade and investment.
• PIKOM - National Tech Association of MalaysiasecondaryStrategic or Co-development PartnerMalaysia's largest tech sector member-based body that supported the Digital Gateway mission and outlined initiatives via Australia-Malaysia Tech Exchange (AMTX) agreement.
• Australia-Singapore Digital Economy Agreement PartnerscoreStrategic or Co-development PartnerDEA enhances digital trade relationship between Australia and Singapore, offering advantages for Australian tech companies to access Singapore's advanced tech infrastructure.
• Spain Trade PartnerssecondaryChannel Partner/ Reseller/ DistributorAustrade's Business Development Director in Spain (Manuel Barbera) facilitates opportunities for Australian seafood exporters including Goolwa PipiCo at Seafood Global Expo.
• ACT GovernmentsecondaryStrategic or Co-development PartnerPartnered with Austrade on trade missions to Fiji, including delegation trip culminating in Super Rugby clash between Brumbies and Fijian Drua.
• AustminecoreChannel Partner/ Reseller/ DistributorCollaborated with Austrade to organise the Australian Pavilion and business program at Expomin 2025 in Chile for METS companies.
• Terumo CorporationcoreStrategic or Co-development PartnerJapanese medical manufacturer partnered with Q-Sera to launch VenoJect II RAPClot blood collection tubes in Japan. Five-year collaboration supported by Austrade introductions.
• Wing Bank (Cambodia)coreStrategic or Co-development PartnerPartnership announced in April 2025 making Wing Bank the first bank in Cambodia to integrate carbon accounting into its services, with FootprintLab providing climate data visibility for transactions.
• Danantara (Indonesia's Sovereign Wealth Fund)coreStrategic or Co-development PartnerIndonesia's sovereign wealth fund signed MOU with Australian Government to accelerate investment and economic transformation during the fifth Australian business mission to Indonesia.
• ZIITECHsecondaryStrategic or Co-development PartnerPINTEC's subsidiary ZIITECH was recognized by Austrade under the EMDG program, supporting international expansion into markets including New Zealand, Singapore, Bangladesh, and the UK.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Business France: French national agency supporting international development of French companies and promoting France as an investment destination. Comparable in scope, public-private partnership model, and global office footprint.
• Enterprise Singapore: Singaporean government agency driving enterprise development and trade, including programmes supporting Singaporean companies going abroad and attracting foreign investment. Comparable in size, mandate, and reliance on regional trade facilitation.
• JETRO (Japan External Trade Organization): Japan's government-affiliated trade and investment promotion agency, operating a global network of offices to support Japanese exporters and attract foreign investment. Direct functional peer to Austrade given its national mandate, in-country presence, and trade promotion remit.
• Germany Trade and Invest (GTAI): Germany's federal trade and inward-investment promotion agency supporting German companies abroad and attracting FDI into Germany. Closely comparable to Austrade in delivering market intelligence, business matching, and export advice via a global office network.
• Korea Trade-Investment Promotion Agency (KOTRA): South Korean government agency that promotes trade and investment with a global network and programs supporting Korean SMEs entering overseas markets. Direct counterpart to Austrade's EMDG and Landing Pads offerings.
• Hong Kong Trade Development Council (HKTDC): Statutory body promoting Hong Kong's external trade, particularly through trade fairs, business matching and inward investment promotion. Comparable operating model with strong focus on facilitating buyer-seller connections across Asia.
• NZ Trade and Enterprise (NZTE): New Zealand government's international business development agency, helping NZ exporters grow globally and attracting international investment. Closest geographic and structural peer given shared trans-Tasman trade context.
• Department for Business and Trade (DBT, UK): UK government department responsible for trade policy, export support and inward investment promotion. Comparable to Austrade in operating under a ministerial mandate with a global network of trade advisers and grant programs.
• Canadian Trade Commissioner Service / Invest in Canada: Government of Canada network supporting Canadian exporters abroad and attracting foreign direct investment into Canada. Closely comparable mandate, delivery model (in-market advisers), and target clientele of mid-sized exporters.

Broad incumbents

• U.S. International Trade Administration (ITA): U.S. Department of Commerce agency promoting U.S. exports and inward investment through a global commercial service network. Functionally comparable to Austrade but operating within a much larger U.S. trade ecosystem with broader commercial diplomacy remit.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/austrade
• YouTubeyoutube.com/user/austrade
• LinkedInlinkedin.com/company/australian-trade-commission
• Instagraminstagram.com/austradeofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Australian Trade Commission