The Australian Travel Industry Association (ATIA) is rolling out its next series of Pulse meetings, and the agenda could hardly be more timely or more charged. From the Reserve Bank of Australia’s (RBA) proposed ban on debit and credit card surcharges to artificial intelligence’s looming shadow (and promise), the conversations will cut straight to the issues keeping agency heads and tour operators up at night.
A Battle Over Surcharges
At the heart of the discussions lies the RBA’s proposal to ban the practice of passing card fees onto customers. For travel agents and operators, already operating on wafer-thin margins, the move feels less like reform and more like an ambush on the till.
Dean Long, ATIA’s chief executive, minced no words:
“The Reserve Bank’s proposed debit and credit card surcharge ban, shaping the direction of training qualifications so they remain practical and relevant and the proposed Aviation Industry Ombudsman Scheme all have major implications for how travel businesses operate.”
For many in the industry, the surcharge isn’t a luxury; it’s a survival. Without it, agents may be forced to absorb costs or quietly raise prices elsewhere, a delicate balancing act in a market still clawing back from pandemic disruption.
Training Fit for Tomorrow
But ATIA’s Pulse meetings won’t dwell on bank fees and balance sheets. They will tackle whether formal travel training qualifications remain fit for purpose. As technology reshapes the industry, booking platforms automate, AI chatbots field enquiries, and there’s growing concern that training hasn’t kept pace with the tools of tomorrow.
The association wants qualifications that reflect reality: digital skills, customer engagement in an online era, and the adaptability required when yesterday’s “travel agent” role begins to morph into “experience designer” or “destination strategist.”
Enter Artificial Intelligence
Artificial intelligence will also take centre stage. Some see it as the enemy of travel jobs, others as the inevitable tool to streamline bookings and boost productivity. Either way, AI is no longer a science-fiction footnote; it’s a desk-mate. The Pulse meetings will examine how this technology can support travel professionals, rather than replace them, and what safeguards must be in place to ensure algorithms don’t steamroll livelihoods.
Aviation Ombudsman and Accreditation
Adding another layer to the agenda, ATIA will brief members on the proposed Aviation Industry Ombudsman Scheme. This development could introduce new oversight and obligations for airlines and agents alike. Simultaneously, members will get a look at ATIA’s accreditation promotion plans, including fresh social media materials to boost consumer recognition and trust in accredited agencies.
In an age where travellers are overwhelmed by online choices, accreditation has become a badge of credibility. ATIA is betting that members can stand taller against the flood of unregulated players by amplifying this message.
Pulse With Purpose
ATIA’s Pulse meetings are not just talk shops. They are designed to give members a direct say in advocacy efforts while also serving as strategy sessions on attracting and retaining top talent. As Dean Long put it, they are “an opportunity for us to work together on strategies that ensure our industry remains strong, competitive and attractive to top talent into the future.”
The schedule is clear:
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Independent Agencies – Friday 29 August, 11 am (AEST)
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Tour Operators and Wholesalers – Friday 29 August, 1 pm (AEST)
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Mobile Advisors/Independent Contractors – Wednesday 3 September, 11 am (AEST)
Each session is crafted to reflect the unique concerns of its audience, but the common thread is unmistakable: survival, adaptation, and growth.
Why It Matters
For the travel sector, these issues are not academic. Card surcharges, training reform, AI adoption, and consumer trust will determine whether agencies thrive or tread water. ATIA’s Pulse meetings, by giving members a platform to vent, debate, and guide advocacy, are not simply industry housekeeping—they are the compass for the next chapter of Australian travel.
By Karuna Johnson
