What's Happening?
The Australian Travel Industry Association (ATIA) and the Council of Australian Tour Operators (CATO) have approved a merger, forming a single peak industry body. The merger, effective from July 1, 2026, will integrate CATO as a constitutionally protected
division within ATIA. This decision was made following overwhelming support from CATO members and confirmation from ATIA members. The merger aims to streamline operations by removing duplication, offering a single membership and accreditation scheme, and expanding the reach of CATO's Touring Academy through ATIA's broader membership base.
Why It's Important?
The merger between ATIA and CATO is a significant development for the Australian travel industry. It promises to enhance advocacy, accreditation, and support for members, thereby strengthening the industry's profile and attracting new professionals. By combining resources and expertise, the unified body is better positioned to navigate disruptions and advocate for industry interests. The merger also ensures that CATO's identity and independence are preserved, while benefiting from ATIA's national infrastructure and government relationships. This strategic alignment is expected to bolster the land supply sector and improve outcomes for all members.
What's Next?
With the merger set to take effect, both ATIA and CATO will focus on integrating operations and maximizing the benefits of their combined resources. The creation of a director-level land supply leadership role within ATIA, with CATO's involvement, is anticipated to enhance strategic decision-making. The continuity of CATO's events calendar and the expansion of the Touring Academy will be key priorities. Stakeholders will be watching closely to see how the merger impacts industry dynamics and member engagement. The success of this merger could serve as a model for other industry consolidations.
