In a groundbreaking move set to redefine the standards of professionalism within the travel sector, the Council of Australian Tour Operators (CATO) has unveiled its latest endeavour—the CATO Touring Academy. This innovative initiative marks a significant milestone in pursuing excellence in the travel industry, offering a beacon of hope and opportunity for retail agents and newcomers alike.

Amid the dynamic shifts and challenges that have characterised the modern travel landscape, the demand for knowledgeable, skilled professionals has never been higher. Recognizing this critical need, CATO has developed a solution to meet and exceed industry expectations. The CATO Touring Academy emerges as a pioneering certification program meticulously crafted in collaboration with leading experts in the touring domain. Its mission? To empower travel agents with unparalleled expertise, enhancing their ability to navigate the complexities of land-based holiday promotions across the globe.

Delivered through a state-of-the-art online platform, the academy’s curriculum is both accessible and comprehensive, catering to the diverse needs of today’s travel professionals. With a clear focus on sector-specific training, the program promises to equip participants with the tools necessary to excel in an increasingly competitive market. From mastering the nuances of various travel options to unlocking high-paying commission opportunities, the academy is a testament to CATO’s commitment to fostering growth and success within the industry.

The voice of CATO’s Managing Director, Brett Jardine, resonates with optimism and vision as he outlines the academy’s structure and objectives. “Set to commence in Q2 2024, the CATO Touring Academy represents a major step forward in support of our members and the retail travel agent community,” Jardine states. This flexible, personalized e-learning journey culminates in the prestigious attainment of CATO Certified status, symbolizing a significant achievement in professional development.

Participants in the academy are expected to engage in a rigorous yet rewarding educational path. Accumulating 200 points through module completion and activities, learners will explore mandatory and elective modules alongside specialized training focused on CATO member brands and destinations. This comprehensive approach ensures a well-rounded understanding of the industry, laying the foundation for a successful career in travel.

Further enhancing the academy’s appeal is its collaboration with ABSORB, an internationally recognized Learning Management Software (LMS) provider. This partnership guarantees a robust and user-friendly learning experience, enabling CATO Certified Agents to showcase their expertise confidently.

An exclusive feature of the academy is its direct access for CATO Members, allowing for creating bespoke “white label” training content. This innovative aspect enables members to customize learning materials to reflect their unique selling points, ensuring a profoundly personalized and practical educational experience.

The CATO Touring Academy is a beacon of innovation and excellence as the travel industry evolves. CATO supports its members and the broader travel agent community through this visionary initiative and sets a new standard for professional development in the travel industry. The journey toward excellence begins here, at the CATO Touring Academy, where ambition meets opportunity, and the future of travel is bright.

Written by: Michelle Warner

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