Travel Weekly takes a look back on CATO managing director Brett Jardine’s predictions for 2026 in light of his recently announced departure from the role.
The Council of Australian Tour Operators today announced that Jardine will step down from his role as managing director to prioritise his health and wellbeing in the final stages of his cancer treatment.
A proactive advocate for the travel industry, Jardine’s tenure saw him guide CATO through the pandemic and ensure that the voice of tour operators was heard in government circles.
Jardine spoke with Travel Weekly last year to unpack his predictions for 2026.
Brett Jardine on the year ahead
The coming year is shaping up as another big one for Australians heading overseas. Demand is strong, airlines are adding seats and travellers are chasing experiences with more intent than ever. The rebound is over. Now it is about purposeful growth, sharper choices, and bigger expectations.
After a record-setting 2025, outbound leisure will only accelerate. Long-haul markets are booming. Europe remains the prize, with Italy, Spain and Greece topping lists for Australians seeking culture, food and history.
North America is holding firm, boosted by strong aviation links and events driving visitation. At the same time, Asia is back in full force, offering short, affordable breaks for time-poor travellers and younger audiences who travel more frequently.
Generational dynamics are driving this surge. Millennials and Gen Z are shaping the market with their hunger for authentic, hyper-local experiences.
Baby Boomers, still the most cashed-up cohort, are booking longer, premium journeys. Together, they are pushing demand in every direction, creating opportunities across every price point and travel style.
Shifting travel trends
We’re witnessing four specific shifts that will define how Australians will travel in 2026:
Firstly, ‘Experience Rules’. Travellers want meaning, not souvenirs. Food tours, wellness escapes and adventure programs are winning over generic sightseeing.
Secondly, ‘Green Pressure’. Sustainability is no longer a side note. Australians expect operators to show, not just tell, how they cut emissions and support local communities in need.
The third principle, is ‘Tech Everywhere’. From booking engines to AI-powered concierge tools, travellers expect seamless, personalised digital touchpoints before, during and after their trip.
And finally, ‘Personalisation’. Tech continues to evolve, but niche travel often requires expertise and high-touch service to meet expectations.
For Australian tour operators and wholesalers, the opportunities are significant, but so are the pressures.
How travel partners can respond
Distribution today is firmly hybrid. Travel agency partnerships remain a cornerstone, but in segments where retail support falls short, building strong direct-to-consumer pathways is critical. Success will come to those who blend the two with precision.
At the same time, pricing dynamics are shifting across many components. Air capacity is improving, but demand still exceeds supply, pushing fares higher. Exchange rates add further complexity, but travellers will pay when they see value.
Operators who highlight peace of mind, insider access, built-in savings and the consumer protection of booking with accredited Australian-based businesses will stand out.
Innovation will be crucial. Expect to see more themed itineraries, micro-groups, and blended product lines that combine independent travel with carefully curated travel experiences.
Our outlook is that outbound leisure travel in 2026 will be fast, global and demanding.
Australians are eager, but also more selective. They want value, authenticity, and trust. For the industry, the task is clear: deliver experiences that are smarter, greener, and more memorable.
The prize is a traveller who is ready to spend more, go further, and come back for the next big journey.
The Travel Weekly Yearbook 2026
This article originally appeared in the Travel Weekly Yearbook 2026. The Travel Weekly Yearbook 2026 celebrates the destinations, the craft of storytelling, the curiosity that drives our industry, the resilience of Australia’s travel trade, and the pure joy of discovering somewhere new (or rediscovering somewhere familiar). But more than that, this issue celebrates the people powering the travel industry.
Over the coming weeks, we will share online a little of what is on offer in the annual. Email alice@travelweekly.com.au if you want a copy.
