CATO Academy Redefines Touring Expertise

The Council of Australian Tour Operators (CATO) recently unveiled its inaugural Top 20 Touring Travel Agents, spotlighting advisors who have excelled in the CATO Touring Academy’s comprehensive training programme. While this recognition celebrates individual achievements, it also underscores a broader transformation within the travel industry: the evolving role of travel agents in an increasingly complex touring landscape.

Launched in mid-2024, the CATO Touring Academy was conceived to address a pressing need for specialised training in land-based touring. With over 1,000 enrolments and more than 11,000 course completions within six months, the Academy has rapidly become a cornerstone for professional development in the sector.

The Academy offers a structured yet flexible e-learning environment, encompassing mandatory modules, elective courses, brand and destination-specific training, as well as business education.
To achieve CATO Certification, agents must earn 200 points through a combination of modules and industry activities.

Module Breakdown:

• Mandatory Modules – 20 points each
• Elective Modules – 15 points each
• CATO Member Brand & Destination Training – 10 points each
• Business Education Modules – 10 points each
• Earn Points for Famils – 10 points each

Agents who reach certification status are then ranked on a monthly Touring Leaderboard, which highlights those who have completed the largest volume and variety of content.

Topping the first-ever leaderboard with 545 points is Samantha Mclean of Flight Centre Carindale, who leads the pack as the #1 touring agent in Australia. The monthly leaderboard is more than a recognition tool—it encourages friendly competition and motivates ongoing learning. For agents, it’s an opportunity to stand out in a crowded field and demonstrate deep expertise in touring.

Recent additions to the Academy include destination-focused modules—Monaco being the first—and practical business courses like “The Touring Landscape – Roles and Responsibilities,” which helps agents better understand the inner workings of tour operations. CATO’s collaboration with agencies such as TravelManagers is helping drive adoption, with Michael Gazal, Executive General Manager, noting that the organisation expects “a spike in all our touring sales” as more agents complete the program.

According to CATO Managing Director Brett Jardine, the initiative is designed to not only educate, but also elevate. “The CATO Touring Academy provides the tools and knowledge necessary for agents to excel and stand out in today’s market,” he said.

For more information on the CATO Touring Academy or to view the current Top 20 Touring Travel Agents, visit: https://www.cato.travel/top-touring-agents