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As Australia’s travel and tourism sector continues its path of recovery and renewal, the Australian Travel Industry Association (ATIA) is leading with a strategy as timeless as it is effective: listening. In a powerful demonstration of bottom-up leadership, the association announced its Pulse forums’ return this May. This initiative is quickly becoming a cornerstone of industry reform.

Launched in February, the Pulse meetings were devised to give ATIA members a direct, unfiltered line to the association’s leadership team. Their purpose? To hear the real issues affecting travel professionals nationwide—from single-location agencies and mobile contractors to tour operators and multi-site networks.

The February series drew high participation, with members relishing the rare chance to speak candidly among peers and contribute meaningfully to a national dialogue. This wasn’t just another networking event but a forum for tangible change.

“Pulse was built on the belief that meaningful advocacy starts with meaningful listening,” said Richard Taylor, Director of Membership and Industry Affairs at ATIA. “No one knows the travel industry better than those working within it. What we heard in February confirmed that the appetite for connection and influence is stronger than ever.”

Taylor notes that insights gathered during the inaugural forums directly informed ATIA’s policy platform ahead of the upcoming federal election. Member feedback is not just being heard—it’s shaping policy.

Four tailored sessions will return in early May, each focused on a core segment of ATIA’s membership:

Single Location Travel Agencies – Tuesday, 6 May, 11:00 AEDT
Tour Operators & Wholesalers – Tuesday, 6 May, 13:00 AEDT
Multi-Location Agencies – Wednesday, 7 May, 11:00 AEDT
Independent Contractors – Wednesday, 7 May, 13:00 AEDT

Spaces are limited to preserve the integrity of the small-group format. Registration is available now via the official website, atia.com.au.

Among those who attended in February was Michelle Massey, founder of Amplify Accessible Travel Specialists, who described the event as “practical and deeply reassuring.”

“The Pulse Forum offered us a safe space to share, to listen, and to realise we’re not navigating these challenges alone,” Massey said. “It reminded me of the strength we have when we approach problems together, with transparency and purpose. I left feeling heard—and hopeful.”

For an industry battered by border closures, shifting regulations, and the pressures of digital transformation, that sense of being heard cannot be overstated.

ATIA’s approach also returns to foundational principles—service, stewardship, and solidarity. In an age where corporate decisions often feel distant and impersonal, the Pulse initiative brings back a simple truth: good governance starts with good conversation.

While the forums are forward-focused, they draw from a tradition of collective engagement that stretches back generations. As Australia’s travel sector writes its next chapter, many see this as a turning point—a move from top-down mandates to member-led momentum.

“Pulse isn’t just a sounding board,” Taylor added. “It’s a vehicle for building the kind of future our members want to be part of.”

As May draws near, ATIA’s message is clear: if you want your voice to shape the future of Australian travel, now is the time to use it.