Travel is an ecosystem. Agents, tour operators, wholesalers, cruise lines, airlines, suppliers and consumers all rely on each other. At least, that is how it should work.
That is why the proposed ATIA and CATO merger makes sense to me.
Ideally, the industry would have one strong peak body and this feels like a step in that direction.
The proposal is designed to create one advocacy position and one relationship with ministers, departments and regulators, while reducing duplicated fees, accreditation and processes for joint members.
For tour operators, that should be a practical win. Not having to pay for two memberships or two accreditation processes should help their bottom line and hopefully that flows through to the wider trade relationship as well.
The bigger opportunity, though, is influence.
When the industry speaks to Canberra, who speaks for who often gets confused. Some sectors have far more access, money and influence than others.
And let’s be honest, Canberra currently only seems to listen if there is a lounge pass or business class seat involved.
That is not the game agents and tour operators are playing. But it does show why a stronger, more coordinated voice matters.
It reminds me of the scene in A Bug’s Life where Hopper uses the seeds to explain the ants. One ant is easy to dismiss. A whole jar of ants is a different story.
That is what this merger needs to become. Not just a bigger logo. Not just a tidier structure. A whole jar of ants.
ATIA and CATO both do good work, but both are limited by resources and by the fact the industry has been speaking from different platforms.
Meanwhile, aviation and other major corporate interests have far more weight when policy decisions are being made.
You see that imbalance in issues like card surcharging, where small businesses are left to absorb or redistribute costs while banks and payment systems still take their cut.
Would a merged body have changed that outcome? Maybe. Maybe not. But it may have made the industry harder to ignore.
That is the real test.
This merger needs to deliver better outcomes for agents, tour operators and consumers. It should reduce duplication, strengthen advocacy and help tour operators better recognise that agents are partners, not obstacles to be bypassed with direct marketing.
I would like to see CLIA brought into the fold one day too. Cruise is a major part of the ecosystem and if we are serious about speaking with one voice, the more aligned we are, the better.
Who knows, maybe one day Australia-based airlines might be more genuinely aligned with the rest of the industry as well.
So yes, I support the merger in principle. But the work starts after the vote.
The industry does not just need to be bigger. It needs to be harder to ignore.
CATO members will vote on the proposed merger on June 9.
Please send your thoughts on the merger or any industry topic that concerns you to [email protected]
