The Council of Australian Tour Operators (CATO) is set to amplify its influence in the touring sector following its merger with the Australian Travel Industry Association (ATIA). The CATO Committee convened in Sydney on 10 August to strategise on leveraging this merger to bolster the sector's representation and services.

Chaired by Sean Martin, the committee discussed how to utilise ATIA's advocacy and accreditation capabilities to benefit touring businesses. This merger provides CATO with a broader platform for advocacy and an expanded range of member services, aligning with ATIA's Vision 2030.

The committee aims to enhance existing services, such as the Touring Academy and CATO events, to provide more tools and educational opportunities for travel agents. These initiatives are designed to help agents sell more tour and wholesale products effectively.

Sean Martin expressed enthusiasm about the merger, stating, “This is an exciting opportunity to shape the next chapter for CATO and ensure the touring sector has a strong, influential voice within ATIA’s Vision 2030.” He emphasised the importance of delivering practical value to members and expanding the Touring Academy.

The October strategy day will further refine CATO's priorities and establish a roadmap towards 2030, focusing on agent education, member services, and stronger industry representation. This strategic planning is crucial for identifying areas where CATO can have the greatest impact, ultimately supporting the commercial growth of its members and the sector

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