CATO has begun shaping its next phase within ATIA, with its committee meeting in Sydney on August 10 to consider how the touring sector can make greater use of the advocacy, accreditation and member services available through the merged organisation.
Led by Sean Martin, CATO Committee Chair, the meeting marked the start of a broader strategic planning process ahead of a dedicated strategy day in October.
The committee is examining how CATO can strengthen representation for touring businesses while contributing to ATIA’s wider Vision 2030 strategy.
The merger gives CATO access to ATIA’s advocacy and accreditation capabilities, while retaining a dedicated focus on the needs of tour operators, wholesalers and their travel agent partners.
Member education is also expected to play a larger role, with plans to expand the Touring Academy and develop additional tools, resources and events designed to help advisors sell more touring and wholesale products.
“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,” Mr Martin said.
“We see significant opportunity to expand the Touring Academy, build out the range of tools and resources available to agents, and create more education and events that help them confidently sell more tour and wholesale products.”
The October strategy session will further define CATO’s member proposition, priorities and roadmap through to 2030, with advocacy, education and commercial support expected to remain central to the plan.
