After a decade of navigating industry storms, coaxing collaboration from chaos, and delivering a quiet kind of strength that rarely makes headlines but always moves mountains, Julie King is stepping down from the Council of Australian Tour Operators (CATO) Board.
Her final board meeting comes on Thursday, 12 June, capping off a decade-long run that has seen King shape not only policy and advocacy but the very soul of the association.
And make no mistake—this isn’t just another exit. This is the kind of departure that turns heads, not because it’s loud, but because of its legacy.
A Quiet Force With a Loud Impact
When CATO Chair Dennis Bunnik first took the helm ten years ago, he didn’t just want thinkers—he wanted doers, communicators, people who could read a room and a budget in the same breath. Julie King ticked all the boxes.
“Julie was one of the first people I asked to join the board when I became Chair,” said Bunnik. “She’s been integral to the growth and transformation of CATO. Her leadership and communications skills—especially during our Covid-era lobbying efforts—were vital.”
In a world of LinkedIn hyperbole and CV padding, that’s the real gold: credibility born of action, not adjectives.
And during Covid, when Australian tourism’s compass seemed snapped in half, King’s steady hand helped keep the needle pointing forward.
The Decision to Step Aside—And Step Up
So why now? Why let go of a seat she’s filled with such aplomb? King herself explains it best—not with bravado, but with the kind of thoughtfulness that’s marked her entire tenure.
Ten years, countless triumphs—Julie King’s farewell marks the end of an era, not ambition.
“After ten incredibly rewarding years on the CATO Board, I’ve made the considered decision not to seek re-election,” King shared. “It comes with deep respect for the Association, its members, and the important work ahead.”
This is not a resignation wrapped in rhetoric. It’s a deliberate handover. The torch is being passed, not dropped.
“In recent months, I’ve reflected on where I can best focus my energy,” she said. “It’s time to make space for new voices. But I’ll still be here—just not in a formal governance role. I’m committed to supporting CATO however I can.”
That, in a nutshell, is classic Julie: bowing out with grace, while quietly plotting how to be helpful from the wings.
A Leader Who Asked the Right Questions
CATO Managing Director Brett Jardine was among the many moved by King’s composed leadership.
“Julie’s calm and considered approach has had a profound impact on me,” said Jardine. “There were times I’d find myself thinking, ‘What would Julie think?’—a real testament to the influence she’s had.”
It’s a rare thing, especially in tourism, to find someone who can combine sharp strategy with authentic empathy. Julie King managed both without ever chasing the spotlight.
Indeed, while others brought volume, she brought value—and there’s a lesson in that.
Not Just a Chair at the Table
Julie King’s departure marks the end of an era for CATO, but also the start of something new. Her absence will no doubt be felt, but so too will her fingerprints—on every strategic pivot, every diplomatic breakthrough, every line of advocacy etched during the industry’s most turbulent decade.
She leaves behind not just a well-worn seat but a well-won legacy.
“It has been a privilege to serve alongside such dedicated colleagues,” she reflected. “I’m proud of what we’ve achieved together and will always be cheering from the sidelines.”
No doubt, the cheering will be mutual.
A Toast to Ten Years
In a world where leadership is too often measured in volume and not value, Julie King has proven that enduring impact doesn’t come from making noise—it comes from making sense.
She hasn’t just served on a board. She’s served the entire industry with clarity, courage and compassion.
So here’s to Julie King: board director, quiet architect, strategic compass, and still, thankfully, very much part of the journey.
#JulieKing #CATOBoard #AustralianTourism #LeadershipLegacy #TravelIndustry #FarewellJulie
By Susan Ng
