The Australian Travel Industry Association (ATIA) opened the Beyond Borders Conference 2025 in Brisbane with a heavyweight panel featuring some of the industry’s most influential leaders – setting the tone for a day of big ideas, bold debate and a clear focus on the future of travel.
On stage were Cinzia Burnes (executive director, Helloworld Travel), Dean Long (CEO, ATIA), Graham ‘Skroo’ Turner (founder, Flight Centre Travel Group), Katrina Barry (CEO, Webjet Group) and Christian Leibl-Cote (executive vice president of global sales, Collette).
The conversation ranged from the power of a united industry voice to the irreplaceable role of travel advisors in the age of AI – all against the backdrop of a sector that’s rebuilt itself in the wake of COVID.
‘The board isn’t just for the big guys’
Opening the session, Burnes addressed a perception about industry representation, making it clear that ATIA advocates for the entire sector, not just major players.
“The perception that the board is only for the big guys is obviously incorrect,” she said. “Helloworld wouldn’t exist without the small businesses and travel agents that make up our networks. My role is to advocate for them.”
She also stressed the enduring value of travel advisors, particularly in an era of rapid technological change.
“AI is incredible for a lot of things, but it’s not going to replace Mary with ‘Mary Bot’,” Burnes quipped. “When travellers run into trouble overseas, they need real people – not a computer that says no.”
“Stronger together”: A unified industry voice
Turner reflected on decades of involvement, describing ATIA’s transformation as “extraordinary” and pointing to advocacy as a cornerstone of the sector’s resilience.
“We’ve come a long way, especially since the end of the TCF era,” he said. “Strong competition is good – but strong collective representation is essential. Travel retailing and tour operations have a big future, but we need to tackle upcoming challenges together.”
Barry echoed the sentiment, citing her experience as the first non-agent to join ATIA’s board in 2017.
“I fundamentally believe you’re stronger together,” Barry said. “Our sector represents retail, leisure, corporate and tour operators. When we speak as one voice, we’re louder, clearer and harder to ignore.”
COVID recovery and the power of unity
Speakers also reflected on how the industry’s coordinated advocacy efforts during the pandemic laid the groundwork for its recovery. Barry noted the “rising tide” effect of ATIA, while Turner highlighted how collective action secured key support measures.
“Since COVID, we’ve proven that this industry can rebuild,” Barry said. “When the world shut down, we came together as one – and we came back stronger.”
Leibl-Cote offered an international perspective, noting how associations were critical to recovery efforts globally.
“Everything affects our industry – wars, politics, borders,” he said. “Having one strong voice is vital. During COVID, these associations were a lifeline.”
Destination trends: Short-haul strength, long-haul shifts
Burnes pointed to surging interest in Japan and Vietnam, while noting Fiji’s price hikes are starting to dampen demand. She also highlighted a trend toward shoulder-season travel in Europe as Australians try to avoid peak crowds and high prices.
Barry and Leibl-Cote agreed, citing growing demand for Northern Europe, East Africa and short-haul getaways in Asia.
“Humans love adventure,” Barry said. “We’re seeing demand for emerging destinations like Albania, Scandinavia and East Africa – but also a boom in Bali, Thailand and Fiji because of affordability.”
Talent pipeline still a challenge
While demand has returned, Turner warned that workforce issues remain one of the biggest hurdles for the industry’s post-COVID growth.
“We need to get more people into the sector early,” he said. “Programs like the gap year initiative and Flight Centre’s graduate program are a good start, but we need to keep building that pipeline.”
Key Takeaways from Beyond Borders 2025
- ATIA opened the conference with a powerful message: unity is key to shaping the future of travel.
- Travel advisors remain irreplaceable in an AI-driven landscape.
- COVID recovery has underscored the strength of industry collaboration.
- Asia and Northern Europe are seeing strong growth, while travellers are shifting their European holidays outside peak months.
- Attracting and retaining talent remains a critical priority for the sector.
