Australian Travel Industry Association reveals new initiatives at Beyond Borders Summit

The Australian Travel Industry Association (ATIA) announced a series of landmark initiatives aimed at reshaping Australia’s travel sector at the first-ever Beyond Borders Summit in Sydney.

Introduced as part of Project A30, these initiatives represent a comprehensive reset for the Association and the industry, with the goal of fostering long-term growth, innovation and sustainability.

Project A30 is the culmination of a transformative three-year strategy that positions ATIA to respond to the evolving challenges and opportunities faced by the Australian travel industry.

ATIA chair Christian Hunter said of the proposals: “The initiatives announced today are the result of three years of diligent work by the ATIA Board and Executive team and mark the start of a key realignment of this organisation.”

Hunter remarked that the ATIA board focused on steering the association towards a future where it can better respond to the changing landscape of the travel industry with agility and foresight. 

Likewise the shift to a single brand reflects ATIA’s strategy to build a unified and trusted travel ecosystem. This move is expected to ensure greater engagement with consumers while simplifying the way members are represented across the supply chain. 

Hunter added: “By consolidating our identity, we are reinforcing the strength of the industry, ensuring that ATIA remains a leader in trust and reliability.”

Innovative initiatives

Among the initiatives presented to the summit attendees are:

Single-brand transition with “ATAS accredited” becoming “ATIA accredited”: ATIA will consolidate under a unified brand, retiring the ATAS brand and moving towards a singular, recognisable identity. This transition aims to strengthen consumer trust and create a trusted travel ecosystem that connects suppliers, agencies and consumers more seamlessly. The move is designed to foster deeper engagement with consumers while simplifying the identity of the organisation across the entire supply chain.

Industry-led protections: As part of its strategic commitment to the industry’s future, ATIA is developing new supplier and agency protection measures to safeguard both members and travellers. This program is designed to reduce risk, improve accountability and enhance confidence across the sector. A full proposal for industry-wide consultation is expected in 2025, signalling a collaborative approach to enhancing consumer protections without overburdening businesses with unnecessary regulations.

Workforce-development Initiatives: ATIA will introduce a suite of programs aimed at attracting and retaining talent in the travel industry. This includes a Gap Year program that will invite school leavers to experience careers in travel, as well as the Travel Career Kickstart Training Program aimed at providing new starters with the skills they need to enter the workforce. These initiatives are critical in addressing the industry’s skill shortages and creating pathways for future generations of travel professionals.

Modern-slavery-reporting solutions: ATIA is also leading the charge on streamlining compliance with Modern Slavery regulations. Working with partners, the Association will develop a bespoke solution that integrates with existing accreditation processes, reducing the burden on businesses and helping the industry address this critical issue more efficiently.

Data Insight Series: Finally, ATIA announced the launch of its Enterprise Benchmarking Reports, a new data insight series that provides members with tailored performance comparisons against industry peers. This tool, leveraging de-identified ATAS and economic data, will offer valuable insights into market trends and member performance, allowing businesses to make informed decisions based on both historical and current data. It builds on ATIA’s monthly Travel Trends Reports.