The Australian Travel Industry Association (ATIA) and the Council of Australian Tour Operators (CATO) have formally agreed to merge, following a decisive vote by ATIA members. The integration, effective 1 July 2026, will see CATO operate as a dedicated division within ATIA, consolidating the representation of travel agents, tour operators, wholesalers, and travel management companies under a single, more powerful umbrella.
From July, CATO will function as the Council of Australian Tour Operators Division, with its brand identity and operational independence safeguarded by the ATIA constitution. The merger is designed to eliminate duplication for dual members, offering a streamlined single membership and accreditation process. To ease the transition, the first year of ATIA membership for existing CATO members will be funded from CATO’s own resources. Additionally, CATO’s established events calendar will continue for at least two years, ensuring continuity for the land supply sector.
Leadership Perspectives on the Merger
Christian Hunter, Chair of ATIA, described the merger as a pivotal moment for the industry. “A stronger, more representative ATIA is better placed to advocate harder, accredit more rigorously, and support members through disruption,” he said. Dennis Bunnik, Chair of CATO, echoed that sentiment, calling the merger “a significant step forward for the land supply sector” and emphasizing the combined strength it brings to advocacy and member services.
The alignment is expected to elevate the travel industry’s profile and attract new talent, leveraging ATIA’s extensive advocacy infrastructure and resources to benefit CATO’s members. This strategic consolidation aims to deliver improved outcomes across the board, from policy influence to operational support, ensuring a robust future for Australia’s travel sector.
For travel professionals—including airline executives, hoteliers, cruise lines, and tour operators—the merger signals a more cohesive industry voice. As Australia’s travel market continues to recover and evolve, unified representation becomes critical in addressing challenges such as regulatory changes, workforce shortages, and shifting consumer demand. The combined entity will be better equipped to engage with government bodies, international partners, and technology providers.
In related developments, the merger comes as other sectors of the travel industry pursue strategic consolidation. For instance, Cebu and Iloilo strengthen their position as Philippine MICE hubs with new infrastructure, highlighting how destination-level collaboration can drive growth. Similarly, AHOCA Asia debuts in Hong Kong, reinforcing the city’s status as a hospitality hub—a reminder that industry unity often precedes market expansion.
The merger also reflects a broader trend of travel associations seeking scale to better serve members. As soft brands emerge as a middle ground for small hotels squeezed by franchise fees, the travel agency and tour operator sectors similarly benefit from flexible yet powerful collective structures. The ATIA-CATO integration offers a model for how niche groups can maintain their identity while gaining the muscle of a larger organization.
For dual members, the practical benefits are immediate: a single point of contact for accreditation, advocacy, and professional development. The merger also opens doors for cross-sector collaboration, such as joint marketing initiatives with destinations like Alma Resort Cam Ranh, which is targeting the Australian winter market with all-inclusive packages. Such partnerships can be more effectively coordinated under a unified association.
As the travel industry navigates post-pandemic recovery and evolving traveler expectations, the ATIA-CATO merger represents a strategic move toward resilience and influence. With a combined membership base spanning retail agents, wholesalers, and tour operators, the new entity is poised to advocate more effectively for policies that support sustainable growth, innovation, and talent development across Australia’s travel ecosystem.
