A fresh, bold chapter in Australia’s travel industry dawned on 17 October 2025.
Last week, the Australian Travel Industry Association (ATIA) announced in front of a capacity crowd at its signature Beyond Borders 2025 summit in Brisbane, the formation of the Committee of Independent Travel Agents and Advisors (CTA). The move signals an unmistakable shift: the “little guys” in travel distribution, the independent agents, now have a dedicated seat at the table.
ATIA Chair Christian Hunter described the development as “the result of almost a year’s work to strengthen segment-specific representation within ATIA. It’s a deliberate and strategic step forward and another milestone in our plan to give every member segment a clear voice in national decision-making.”
That quote cuts straight to the heart of the matter. In plain English, independents have often felt peripheral to bigger fish in travel networks and wholesalers. Now, they are being formally brought into the inner council.
Hunter also emphasised: “Independent agents have always been a vital part of ATIA. With CTA, they now have a formal seat at the table, shaping the agenda, influencing outcomes, and staying connected to the advocacy and policy work that drives their businesses forward.”
Why this matters
Historically, ATIA (and its predecessor, the Australian Federation of Travel Agents – AFTA) has been criticised at times for being top-heavy: more tuned to large retail networks, corporate chains, or wholesalers and less attuned to the standalone business owner in a suburban strip. The launch of this CTA signals a recognition that the independent channel isn’t just extension work—it is the lifeblood of many travel-business ecosystems.
Indeed, ATIA has been quietly reshaping itself. Earlier this year, it reaffirmed that “everything we do is shaped by the voices of our members… each membership category has formal representation at the ATIA Board, ensuring their specific priorities are hard-wired into decision-making.”
In other words: if you’re an independent agent, you’re no longer whispering in the hallway—you’ve been invited into the boardroom.
What CTA will do
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Provide a structured framework for independents to advise on ATIA’s policy, advocacy and industry initiatives.
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Offer input on agenda-driving matters relevant to their segment (e.g., small-business regulation, insurance, niche markets, tech platforms, surcharging, and commission pressures).
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Enable ATIA to be advised by those very independents on what keeps them awake at night – rather than assuming large-network priorities apply equally.
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There will be open expressions of interest for ATIA members to participate, and the inaugural committee is expected to be established in late 2025.
The broader strategy
This isn’t just a cosmetic fix. It forms part of ATIA’s long-term strategy. In fact, at Beyond Borders 2024, ATIA committed to each Director having dedicated responsibility for a member segment. Then, ATIA partnered with the Association of Travel Management Companies (ATMC) to give corporate travel agents their voice; now, the independents are getting their turn.
The overarching goal is to ensure that every member segment, independent, retail, corporate, tour operator, and wholesaler, has a meaningful role in shaping the future of Australia’s travel industry.
The challenge ahead
Making the announcement is one thing. Delivering meaningful representation is another. Many independent agents operate lean, under margin pressure, and face challenges (digital platform threats, changing traveller behaviours, payment surcharges, regulatory burdens). If the committee is to matter, its voice must translate swiftly into outcomes: access to advocacy resources, tangible policy wins, and equitable treatment across the industry supply chain.
Why the timing is right
The travel sector is in flux. Post-COVID recovery is still uneven, distribution models are shifting, regulation is on the march, and consumer demands are evolving. Independent agents, often agile and niche-focused, are vulnerable and critical. Giving them formal representation recognises their importance and provides a strategic safeguard for the industry.
In summary
ATIA’s launch of the CTA is not a handshake; it’s a declaration. Independents are now formally invited to influence policy, participate in strategy, and be part of the industry’s leadership team. This move is grounded in tradition (giving every member its voice) yet forward-looking (recognising new realities). For many independent travel agents, it may signal the moment when the long-heard whisper becomes a clear and confident voice.
Expressions of interest will be sought from ATIA members keen to participate in the new committee, with the inaugural CTA expected to be established in late 2025. Independent agents eager to shape the committee’s early priorities can register their interest via the official ATIA CTA nominations page.
