ATIA unveils slew of new initiatives set to reshape Australian travel sector

ATIA unveils slew of new initiatives set to reshape Australian travel sector
Edited by Travel Weekly


The Australian Travel Industry Association (ATIA) has announced a series of ground-breaking initiatives set to reshape Australia’s travel sector at the inaugural Beyond Borders Summit in Sydney.

These key changes, introduced under the banner of Project A30, represent a comprehensive overhaul of the industry with a focus on long-term growth, innovation, and sustainability.

“The initiatives announced today are the result of three years of diligent work by the ATIA Board and Executive team and mark the start of a key realignment of this organisation,” ATIA chair, Christian Hunter said.

“The Board has focused on steering ATIA towards a future where we can better respond to the changing landscape of the travel industry with agility and foresight. The shift to a single brand reflects our strategy to build a unified and trusted travel ecosystem. This move will ensure greater engagement with consumers while simplifying the way we represent our members across the supply chain. By consolidating our identity, we are reinforcing the strength of the industry, ensuring that ATIA remains a leader in trust and reliability.”

Flight Centre’s ‘Skroo’ speaking this morning at the inaugural Beyond Borders Summit in Sydney.

A New Era for ATIA with Project A30

Project A30 marks the culmination of a three-year strategy aimed at addressing the evolving challenges and opportunities within Australia’s travel industry. At the heart of these changes is ATIA’s commitment to a sustainable future, ensuring that the industry remains competitive while safeguarding consumer trust.

Key Initiatives Unveiled

  • Single Brand Transition
    ATIA will consolidate its branding under the unified “ATIA accredited” label, retiring the “ATAS accredited” brand. This shift is designed to foster greater consumer trust by simplifying the identity of the association and strengthening connections between suppliers, agencies, and consumers. The move also aims to create a more cohesive and recognisable travel ecosystem.
  • Industry-Led Protections
    To protect both travel suppliers and consumers, ATIA is developing new safeguards to reduce risk and enhance accountability. A full industry-wide consultation is planned for 2025, ensuring a collaborative approach to strengthening consumer protections without burdening businesses with unnecessary regulations.
  • Workforce Development
    ATIA is launching several workforce initiatives to address skill shortages. These include a Gap Year program to attract school leavers into travel careers and the Travel Career Kickstart Training Program, providing new entrants with the skills needed to succeed in the industry. These programs are vital to securing the future of Australia’s travel workforce.
  • Modern Slavery Reporting Solutions
    In a bid to streamline compliance with modern slavery regulations, ATIA is partnering with industry stakeholders to create a bespoke solution that integrates with existing accreditation processes. This will reduce the administrative burden on businesses and enhance the industry’s efforts to address this critical issue.
  • Data Insight Series
    ATIA also announced the Enterprise Benchmarking Reports, a new data-driven tool providing members with performance comparisons based on de-identified ATAS and economic data. This initiative is designed to offer valuable insights into market trends and business performance, helping members make more informed decisions.

“The Single Brand Transition and the switch to “ATIA accredited” is more than just a rebranding; it’s about creating a seamless and trusted travel ecosystem that benefits the entire travel community,” ATIA CEO Dean Long said.

“This move will allow us to engage more effectively with consumers and build long-term trust, ensuring that our members remain competitive in a rapidly evolving market.”

“Our Industry-Led Protections initiative will be a game-changer for risk management within the sector. By proactively creating protections for suppliers and travel businesses, we’re safeguarding our members and also enhancing consumer confidence in booking through ATIA-accredited businesses. This program will strengthen our industry’s reputation as a leader in quality, security, and reliability.”

With these landmark initiatives, ATIA is positioning itself at the forefront of innovation and sustainability within Australia’s travel sector, leading the industry into a new era of growth and collaboration.

Latest News

  • Destinations
  • Tour Operators

Mat McLachlan Battlefield Tours advises final call for Anzac Day 2025

Mat McLachlan Battlefield Tours has advised that the final call for Anzac Day 2025 is on 31 January 2025 with pre-registration also available for Anzac Day 2026. Travellers are encouraged to book their spot for either the 10-day Anzac Day on the Western Front departing on 19 April from Paris or the 8-day Anzac Day […]

  • Destinations
  • Hotels

Two destinations to visit in Mexico for Valentine’s Day

Valentine’s Day is quickly approaching and here are two romantic getaway destinations in Mexico to make any traveller’s day with their special someone even better. Casona Roma Norte, Mexico City This Valentine’s Day is the perfect time to visit Mexico City, as the streets come alive with roses, heartfelt gifts, and the city basks in […]

  • Aviation
  • Luxury

Emirates debuts new uniform for Premium and VIP Passenger Services team

Emirates has debuted a new uniform designed for its Premium & VIP Passengers Services team, who are responsible for the seamless transfer of VIPs through Dubai International Airport. The new uniform has echoes of the iconic Emirates cabin crew look, however, exclusively represents Emirates’ elite unit that caters to high profile customers. A new look […]

  • Appointments
  • News

BEIA appoints Rachel Cook as its new chair

The Business Events Industry Aotearoa (BEIA) Approved Professional Conference Organisers (PCO) Group has appointed Rachel Cook as its new chair. Cook is the business director of Conference Innovators (CI) and since joining CI 20 years ago has been instrumental in the company’s continuing growth and success. She plays a pivotal role in building and supporting […]

  • Hotels

Gaya Island Resort unveils its Wildlife Wonders package

Gaya Island Resort has unveiled its Wildlife Wonders package, a meticulously crafted 4-day, 3-night adventure designed for nature enthusiasts eager to discover the island’s rich biodiversity. The resort is nestled on the tranquil shores of Pulau Gaya, the largest island in Tunku Abdul Rahman Marine Park just off Kota Kinabalu. Its location makes it the […]

  • News

New Caledonia is open and ready for business as Smartraveller downgrades warning

Eight months after the civil unrest, the South Pacific destination of New Caledonia has reopened and is ready to welcome Australian tourists. Smartraveller has recently downgraded its travel advice to the destination following the removal of the nation’s curfew on the 2nd of December. The island is currently rated as amber – ‘exercise a high […]

  • Business Travel
  • Hotels

Atura Wellington unveils newly refurbished rooms in the New Zealand hotel

Atura Wellington, the former Thorndon Hotel by Rydges, has unveiled its newly refurbished rooms in the New Zealand hotel. The rooms were completed following a full refurbishment of all public spaces as part of a broader redevelopment plan. All 108 guest rooms have now been upgraded. The hotel is in the historic Thorndon neighbourhood and […]