ATIA chair Christian Hunter has revealed that senior government officials warned the travel industry during Covid and since that its fractured representation was damaging its credibility and policy influence.
Hunter made the comments in response to yesterday’s announcement that ATIA and CATO are pursuing a merger, describing the government feedback as a key driver behind the push to consolidate.
“This is a significant moment for the Australian travel industry,” he said. “For too long, the sector has spoken on the same issues from different platforms, and government has been direct with us about what that costs in terms of collective influence.”
He said officials had fed back that an industry telling different stories about itself created an identity crisis that weakened its standing with ministers and departments – and that the merger, should members of both organisations approve it, was the fix.
“This merger resolves that: one body, one advocacy position, one relationship with ministers, departments and regulators.”
Hunter said the benefits would be felt across the industry. ATIA members would gain a stronger, more representative organisation, while joint ATIA-CATO members would see the removal of duplicated fees, accreditation and administrative processes.
“The whole Australian travel industry gains a unified voice,” he said. “That is the right outcome for every member.”
The proposal is the latest step under ATIA’s A30 strategic plan, which committed to structured, meaningful representation for every segment of the industry. Hunter pointed to the earlier merger with the Australian Travel Management Companies association and the creation of the Independent Travel Agents Association as evidence the strategy was delivering.
He said the formal recognition of more than 100 existing tour operator and land supply members within ATIA had created the natural opening to approach CATO about a joint future – and that both boards were now unanimous in backing the combination.
“The ATIA Board and the CATO Board are unanimous in the view that this is the right time and the right approach to combine the strengths of both organisations to deliver value for our members,” Hunter said. “This is why we are strongly recommending our members support it.”
CATO members will vote at an extraordinary general meeting on 9 June, with ATIA members to follow at the ATIA AGM on 22 June if the proposal is approved.
