The Council of Australian Tour Operators (CATO) is set to wield greater influence in the touring sector following its integration into the Australian Travel Industry Association (ATIA). At a committee meeting held in Sydney on 10 August, chaired by Sean Martin, members mapped out how to leverage the merged structure to strengthen representation and expand services for touring businesses.
The merger places CATO within ATIA's broader advocacy and accreditation framework, giving tour operators a louder voice in national policy discussions. It also aligns CATO with ATIA's Vision 2030, a long-term strategy aimed at reinforcing the travel industry's role in Australia's economy.
Expanded services and agent education
One of the immediate priorities is to enhance existing offerings such as the Touring Academy and CATO events. These initiatives are designed to equip travel agents with the knowledge and tools to sell tour and wholesale products more effectively. By deepening agent education, CATO aims to drive commercial growth for its members and the sector as a whole.
Sean Martin, who continues as chair, expressed optimism about the merger's potential. “This is an exciting opportunity to shape the next chapter for CATO and ensure the touring sector has a strong, influential voice within ATIA’s Vision 2030,” he said. He stressed the importance of delivering practical value to members and expanding the Touring Academy's reach.
The committee also discussed how to use ATIA's accreditation capabilities to benefit touring operators, potentially streamlining compliance and quality assurance processes. This could reduce administrative burdens and help smaller operators compete more effectively.
Looking ahead, a strategy day in October will refine CATO's priorities and establish a roadmap to 2030. The focus will be on three pillars: agent education, member services, and industry representation. By identifying where CATO can have the greatest impact, the organisation aims to support the commercial success of its members.
The merger comes at a time when the Australian touring sector is navigating post-pandemic recovery and shifting consumer preferences. With ATIA's resources and political weight, CATO is better positioned to advocate for issues such as sustainable tourism, infrastructure investment, and regulatory reform.
Industry observers note that similar consolidation has occurred in other markets, where tour operator associations have merged with broader travel bodies to amplify their voice. The CATO-ATIA merger follows this trend, potentially setting a precedent for other sectors.
For travel agents, the expanded Touring Academy could mean more online courses, webinars, and certification programs. CATO events, including its annual gala and trade shows, are also expected to grow, offering more networking and learning opportunities.
As the industry evolves, CATO's strengthened position within ATIA will be crucial in shaping the touring sector's future. The October strategy day will be a key milestone in translating the merger's potential into tangible benefits for members.
