ATIA Announces Inaugural ITAA Members

Wed, 08 Apr 2026 10:46:11 GMT

Australia's independent travel agents and advisors now have a formal voice in national industry leadership with the Australian Travel Industry Association (ATIA) today announcing the inaugural members of the Independent Travel Agents Association (ITAA).

Twelve travel professionals from across the country spanning home-based agencies, boutique independents, regional retailers, and specialist operators have been appointed to the committee that will feed directly into ATIA's policy, advocacy, and strategic direction.

ITAA has been two years in the making. Under ATIA's A30 strategic plan, the association committed to ensuring every segment of the travel industry had structured, meaningful representation - not just a seat in the room, but a genuine role in shaping outcomes including through dedicated Board-level responsibilities for each member segment. For independent agents, that commitment is now delivered. ITAA mirrors the recently announced partnership with the Association of Travel Management Companies (ATMC).

ITAA will meet a minimum of twice per year, publish a communique within 21 days of each meeting, and report annually against agreed KPIs. Members are appointed for two-year terms, with the inaugural committee structured for continuity through staggered appointments.

The inaugural ITAA members are:

Robyn Sinfield - Home Travel Company (Tasmania)
Julia van Huisstede - italktravel & Cruise The Junction (New South Wales)
Brian Conway - Bonaventure Travel (Western Australia)
Felicity Dascomb - Helloworld Pursers Travel Group (Queensland)
Peta Godfrey - Travel Focus Group (New South Wales)
Emma Whiting - Emma Whiting Travel (Victoria)
Sonia Jones - Sonia Jones Travel (Queensland)
Paul Pearman - Helloworld Travel Gisborne (Victoria)
Sandy Chen - Suncatcher Holidays
Mandi Forrester-Jones - Viva Travel / Viva Destination Weddings
Mario Paez - Planetdwellers
Nicole King - Holiday and Cruise Centre (Victoria)

ATIA-accredited travel agents and tour operators can find out more about ITAA at the ATIA website.

QUOTES ATTRIBUTABLE TO ATIA CEO DEAN LONG:

"We launched ITAA to make sure that every sector of the industry has representation and a voice in the direction of the association. Announcing the inaugural membership today is a proud moment. These are experienced, dedicated professionals who will make the committee stronger from day one."

"These professionals represent the full breadth of the independent sector, home-based, regional, boutique, specialist. They bring front-line experience that no submission or survey can replace. ITAA will make ATIA's advocacy sharper and our industry stronger."

QUOTES ATTRIBUTABLE TO ITAA MEMBERS:

ROBYN SINFIELD, Home Travel Company
“ATIA is an integral membership within our travel business, always working in advocacy around issues that affect the Australian Travel Industry. Small to medium enterprise travel agencies also have unique scenarios that might not always be as important to the bigger travel agency groups so it’s important to be able share with like minded colleagues to determine if further assistance of advocacy is needed and as one community resolutions can be made.”

JULIA VAN HUISSTEDE, italktravel & Cruise The Junction
“Supporting and advocating for our industry is important to me, I feel that I can add value and be a voice for what is a truly wonderful, dynamic, fun and rewarding industry and we need front line retailers active within to ensure that everyone is represented, heard and valued. I hope this group can combine collective knowledge and experience to add value to all sectors, because together we are stronger.”

BRIAN CONWAY, Bonaventure Travel
“As advisors, we deal with a wide range of day-to-day operational challenges, and often those issues stay within our own businesses. The ITAA is an opportunity to bring those issues forward and ensure the independent advisor voice is represented at a national level, while working towards practical outcomes that support advisors and agencies. Hearing what others are dealing with will be key to getting this right.”

FELICITY DASCOMB, Helloworld Pursers Travel Group
"I chose to be part of ITAA because independent voices are essential to the strength and future of our industry. Agents and advisors bring local knowledge, strong client relationships, and a level of care that is deeply valued. It's important we have a collective voice to ensure those perspectives are represented and supported as the industry continues to evolve."

EMMA WHITING, Emma Whiting Travel
"I chose to be part of ITAA because independent travel advisors are running real businesses, working closely with clients every day, and navigating an increasingly complex landscape. That perspective matters. It's important that our voice is represented in a way that reflects both the customer experience and the commercial realities of operating an independent agency."

SONIA JONES, Sonia Jones Travel
"Independent advisors and small businesses are a fast-growing part of the sector, yet much of the representation still sits with larger corporate players. Being part of the inaugural ITAA is about ensuring our voice is heard and reflected in the future direction of travel."

PAUL PEARMAN, Helloworld Travel Gisborne
“I chose to be part of the inaugural ITAA because I’m deeply passionate about the role travel advisors play in people’s lives not just as agents of travel, but as trusted partners in creating meaningful experiences. As our industry continues to evolve, it’s important that independent voices are heard and actively involved in shaping that future. This is an opportunity to support a stronger, more sustainable industry for both advisors and the customers we serve.”

SANDY CHEN, Suncatcher Holidays
“As an agent coming from the VFR market, I believe that VFR agents should not primarily focus on point-to-point air ticketing business. That is why I started developing my cruise market business after joining the outbound sector. I chose to be part of the inaugural ITAA because independent voices matter. We need a platform to share our diverse perspectives, challenge outdated practices, and shape an association that truly understands and supports the unique needs of independent travel agents. ITAA gives us that voice.”

MANDI FORRESTER-JONES, Viva Travel / Viva Destination Weddings
“I chose to be part of the inaugural ITAA because the travel landscape is changing, and independent agents need a stronger voice at the table. We bring a level of personal service, flexibility, and real world expertise that you simply don’t get anywhere else, yet too often we’re navigating the industry without being properly represented.

For me, this is about making sure those independent voices are heard and valued. When you back independent agents, you’re not just supporting small business, you’re strengthening the entire industry and keeping it innovative, relevant, and genuinely connected to how people actually travel today.”

MARIO PAEZ, Planetdwellers
"It is always better to be at the table reflecting the views that need to be heard. By representing independent agencies through ITAA, we can move beyond individual hurdles and create a robust, shared framework. I'm ready to do the work to ensure our collective voice is not just heard, but acted upon."

NICOLE KING, Holiday and Cruise Centre
"Independent and home-based agents play a critical role in this industry, but we need a clear, respected voice to match that contribution. Being part of the inaugural ITAA is about making sure that voice is heard not just in conversation, but in the advocacy and policy work that shapes our industry's future."

PETA GODFREY, Travel Focus Group
"As our industry continues to evolve, it is important that independent agents are represented by voices who understand the day-to-day realities, contributing honest, practical insight that drives positive change and strengthens the future for independent agents."

ATIA CALLS FOR ACCC GUARDRAILS ON AIRLINE DISTRIBUTION STRATEGIES

Wed, 08 Apr 2026 10:43:34 GMT

The Australian Travel Industry Association (ATIA) has called for specific "guardrails" to be put in place to protect a competitive travel market re-authorisation of the Qantas-American Airlines Joint Business Agreement (QAJB).

In a formal submission to the Australian Competition and Consumer Commission (ACCC), ATIA has called for the exclusion of agency distribution strategies from the proposed agreement. While the alliance allows the airlines to coordinate flights and frequent flyer schemes, ATIA is concerned that it also permits them to coordinate how they deal with travel agents and tour operators.

The submission highlights that travel agents and tour operators act as a critical competitive constraint on airlines by facilitating price comparison and product substitution at the point of sale.

ATIA argues that if major airlines are allowed to coordinate their agency strategies, it reduces the pressure on them to offer competitive commissions and fair access to fares. This ultimately makes it harder for travel professionals to negotiate the best outcomes for their clients.

QUOTES ATTRIBUTABLE TO ATIA CEO DEAN LONG

“ATIA is committed to a level playing field where all our members including retail, corporate, and mobile agents can compete fairly. We don’t oppose these major airline partnerships but we are fighting for the safeguards that ensure travel professionals, including the 92% of our members who are small businesses, can continue to negotiate independently.”

“The travel trade is responsible for an indirect market worth over $19.6 billion annually, supporting over 19.8 million Australians who choose to book through an expert. When airlines coordinate their distribution strategies, it weakens the ability of travel agents to act as independent advisors. We are asking the ACCC to put a ‘referee’ in place so that the travel trade can continue to compare, contrast, and steer demand based on merit, rather than facing coordinated restrictions from the major carriers.”

RBA bans surcharging with travel businesses to wear at least 1% cost increase from 1 October

Tue, 31 Mar 2026 13:16:02 GMT

The Reserve Bank of Australia has today banned surcharging on debit and credit cards, effective 1 October 2026, in a decision the Australian Travel Industry Association (ATIA) says will force up the cost of travel for every Australian and place travel businesses under unacceptable financial pressure.

Interchange fees have been reduced from 0.8% to 0.3% for domestic consumer cards. ATIA says the reduction will deliver little meaningful relief, because interchange is only one component of total payment costs. Once scheme fees and acquirer fees are added, travel businesses are looking at a total payment cost of at least 1% of transaction value and that cost has not been reduced by today's decision. It has simply been made invisible which will lead to every increasing price increases.

ATIA is warning members that prices across airfares, hotel bookings, tours and agent service fees will need to rise by at least 1% from 1 October to absorb costs that can no longer be recovered through surcharging. In a closed session today, the RBA confirmed it is not expecting price decreases as a result of its decision. ATIA believes price increases are inevitable, particularly in travel.

The RBA anchored its decision on data showing just 16% of businesses across the economy surcharge. ATIA disputes that figure. It was collected from institutions with a direct financial interest in today's outcome, and does not reflect the reality of the Australian marketplace. The 16% figure is not a credible basis for a decision of this consequence.

Travel businesses face payment costs that are structurally different from most of the economy. Transactions average $6,400 to $10,000, paid 70 to 100 days before travel. Acquirer bond requirements can exceed $1 million. Corporate card acceptance, which carries a higher interchange cap of 0.8% under the new arrangements, cannot simply be switched off for businesses serving the corporate segment. International cards will carry costs of around 1.5%, which must be absorbed into pricing for inbound operators.

ATIA will be briefing members shortly on next steps so they can understand the implications for their specific contract arrangements, and review pricing structures well ahead of the October implementation date.

Quotes attributable to ATIA CEO Dean Long

“The only stakeholders who will be happy with today's decision are Visa, Mastercard and the big four banks. Every business group in Australia that does not have a vested interest in protecting bank profit margins argued against this outcome. The RBA has chosen to back the schemes over Australian businesses and the consumers who will pay more because of it.”

“The RBA says this is net-neutral. There is no way it can be for travel. Interchange is only one part of what we pay. The full cost of accepting a payment in travel is well above 1% of transaction value, and that hasn't moved. What has changed is that we can no longer recover it transparently. It will go into base prices and every customer will pay it, whether they use a credit card or not.”

“The RBA has based this decision on the belief that only 16% of businesses surcharge. We understand that this data is derived from institutions who benefit directly from this decision, and it does not reflect what Australians actually experience. If you bought a coffee today, you paid a surcharge. If you booked a flight or a holiday, you paid a surcharge. The businesses that don't surcharge, supermarkets, pharmacies, lottery organisations, are the exception, not the rule. The 16% figure is wrong, and it has been used to justify a policy that will cost Australian consumers, and Australia’s small businesses real money.”

ATIA CEO Dean Long on Singapore Airlines and Western Sydney International Airport

Wed, 25 Mar 2026 14:16:26 GMT

"Today is a massive leap forward for Sydneysiders and their connection to the world. Singapore Airlines is one of the best aviation players with one of the best products in the sky, and this gives them wonderful access to Europe. It doesn't matter if you're in Western Sydney, the east or the north, your connectivity through to Asia and also Europe is now unparalleled. It gives you what Victorians have had for a number of years - a 24-hour airport that connects this great city to the world.”

“The prices Singapore Airlines has on sale from 1pm today are extremely attractive. It gives you a safe way to Europe, even during the conflict that we're experiencing today. New supply at lower prices at higher value means great outcomes for the Australian traveller and, importantly, for visitors to this great country."

"It's great to see a full-service premium carrier flying into Western Sydney Airport and, more importantly, getting those tickets out for sale through travel agents, which is really, really exciting. There are some amazing deals through Ho Chi Minh City, Mumbai and also London. So get online today, have a look at them, and book through your ATIA-accredited travel provider. Congratulations to Western Sydney Airport on this milestone, and to Singapore Airlines on being the first carrier to go on sale for Western Sydney Airport."

Beyond Borders on the Road kicks off in Sydney - Early-Bird Tickets on Sale Now

Thu, 19 Mar 2026 13:28:19 GMT

ATIA is kicking off its 2026 Beyond Borders On The Road (BBOTR) series in Sydney on 13 April and, for a limited time, members can secure their spot for just $55 and non-members just $110.

BBOTR takes ATIA’s signature insights, advocacy updates, and industry connections directly to travel professionals around the country. Sydney is the first stop in a national series (Brisbane – 20 May, Adelaide – 20 July, Perth – 22 July) that builds toward the flagship Beyond Borders Travel Summit later in the year.

One evening. Real Intel.
The Sydney programme covers the issues that matter most to travel businesses right now:

ATIA CEO update
ATIA Advocacy Update
Marketing masterclass - Nicole O’Sullivan and Chris Fundell on personal branding, social media, and turning leads into dollars
Sydney Airport Master Plan briefing - what the T2 terminal upgrade means for your clients plus Q&A
NTIA: how to win - what makes a standout submission, and recognition of local finalists
Rooftop drinks and networking to connect with peers, the ATIA team, and corporate partners after hours

Tickets and Dates
Early-bird tickets for Sydney are on sale now but not for long via atia.travel/BBOTR:
• ATIA Members: $55 (limited early-bird pricing)
• Non-members: $110 (limited early-bird pricing)

QUOTES ATTRIBUTABLE TO DEAN LONG, CEO ATIA
“Beyond Borders on the Road Sydney is the start of a national conversation that feeds directly into Beyond Borders. If you want to shape where ATIA’s advocacy is heading, and hear it straight from us, this is where you need to be.”
“It’s going to be a great night for anyone who wants to know what’s actually happening in this industry.”

“We’ve packed a lot into one evening from the Sydney Airport master plan to a masterclass on turning your social presence into sales. At $55 for members, this is the best-value industry night out in Sydney this April

ATIA CEO update
ATIA Advocacy Update
Marketing masterclass - Nicole O’Sullivan and Chris Fundell on personal branding, social media, and turning leads into dollars
Sydney Airport Master Plan briefing - what the T2 terminal upgrade means for your clients plus Q&A
NTIA: how to win - what makes a standout submission, and recognition of local finalists
Rooftop drinks and networking to connect with peers, the ATIA team, and corporate partners after hours

ATIA convenes live Middle East crisis briefing this Wednesday

Wed, 18 Mar 2026 13:19:53 GMT

ATIA is bringing travel agents, tour operators, wholesalers and the broader travel industry together this Wednesday 18 March for a members-only Supplier Update Forum: Middle East Travel Disruption, a live, online briefing delivering direct operational intelligence from key suppliers as the crisis continues to reshape international travel.

Running online from 12:00 pm to 5:00 pm AEDT, the forum gives ATIA members direct access to suppliers across a series of focused 15-minute sessions with eight minutes of operational updates followed by seven minutes of live Q&A covering refund and rebooking policies, routing changes and practical booking management guidance.

Suppliers confirmed to brief members include: Abercrombie & Kent/Crystal, APT Travel Group, Collette, Emirates, G Adventures, Globus/Cosmos/Avalon, Go Insurance, Intrepid Travel, Passportcard Australia, Qantas, Qatar Airways, and TTC Tour Brands (Trafalgar, Contiki, Insight Vacations, Costsaver).

Wednesday’s forum is the latest in a series of member support initiatives ATIA has delivered since the Middle East situation escalated, including coordinating industry-wide media messaging, providing members with daily operational updates, and working directly with airlines and government to clarify traveller rights and refund obligations.

ATIA members can register for Wednesday’s Supplier Update Forum at https://www.atpieventsau.com/atia-supplier-updates/supplier-updates-2026/Site/Register
Non-members can find out more about joining ATIA at ATIA.travel.

ATIA membership is open to travel agents, tour operators, wholesalers, travel management companies and travel industry suppliers across Australia. With membership renewals closing on 31 March 2026, ATIA is encouraging all travel professionals not yet members to join before the deadline and access the full suite of member benefits including events like Wednesday’s forum, industry advocacy, supplier relationships and professional development.

QUOTES ATTRIBUTABLE TO DEAN LONG, CEO AUSTRALIAN TRAVEL INDUSTRY ASSOCIATION:

"Right now, every agent, tour operator and wholesaler in this country is fielding calls from customers who want answers. This forum delivers them, straight from the suppliers, live, no filter. You walk away knowing exactly where your suppliers stand, what's covered, what's changed, and what you can confidently tell your customers today."

"This is what ATIA membership looks like when it matters most, and with renewals closing 31 March, I'd be asking every travel professional who's not yet a member: what are you waiting for?"

"The situation in the Middle East is moving fast. Don't try to keep up with it on your own; get in the room, hear it from the source, and walk out ready to respond to your customers with confidence. That's exactly what Wednesday is for."

ATIA Updates Training and Insurance Settings

Fri, 13 Mar 2026 11:10:48 GMT

ATIA Accredited members will benefit from broader recognition of industry qualifications and more proportionate insurance requirements following reforms under the 2025 ATAS Charter Review.
Now in effect, the changes reduce unnecessary cost and compliance friction, expand workforce pathways and better align accreditation settings with modern travel business models while maintaining the rigour and consumer protections that underpin the Scheme.

For members, this means:

Broader recognition of qualifications beyond Certificate III
Recognition of prior learning and frontline experience
Insurance requirements aligned to actual business risk
Removal of unnecessary duplication in cover

Broader Workforce Pathways
The requirement for 50 per cent of consumer-facing staff to hold a Certificate III has been replaced with a broader Recognised Industry Training framework.
Under the updated Charter, 50 per cent of consumer-facing staff must hold recognised qualifications or certifications approved by the Compliance Manager, with prior learning including at least two years’ frontline travel selling experience eligible for consideration.
This provides greater recruitment flexibility, recognises specialist skills and supports retention of experienced professionals, while maintaining professional standards.
ATIA has issued a Memorandum to Industry outlining accepted qualifications and certifications. The memorandum is available:
https://atia.travel/Portals/0/My%20AFTA/ATIA%20Workforce%20Memorandum%20to%20Industry.pdf?ver=y4CRlVWauUzny4VFRZeeyA%3d%3d

Smarter Insurance Settings
Insurance requirements have been refined to reflect business type and operational exposure.
Key changes include:

While both Public Liability and Professional Indemnity are encouraged for all businesses, Public Liability Insurance no longer mandatory for businesses operating exclusively in a non in-person capacity
Tour Operators not required to hold separate Professional Indemnity Insurance where Public Liability includes Errors & Omissions cover
These refinements reduce unnecessary costs where risk does not apply, while maintaining safeguards that protect consumers and uphold the credibility of ATIA Accredited businesses.

Continued Investment in Accreditation
The reforms follow an independent review of the ATAS Charter and Code of Conduct, with the ATIA Board accepting the majority of recommendations to strengthen governance and long-term sustainability. The Board’s response is available here:
https://atia.travel/Portals/0/ATAS%20Accreditation/01122025_ATAS%20Review_ATIA%20Response_FINAL.pdf?ver=nqBM6-SKvlijwF6Db-5azQ%3d%3d

ATIA Accredited remains a powerful commercial differentiator, demonstrating financial compliance, professional capability and commitment to consumer support, giving members a competitive edge and travellers confidence they are booking with a business that meets rigorous national standards.

QUOTES ATTRIBUTABLE TO AAC CHAIR DAVID WALKER:

“This is a significant step forward for our members. We’ve modernised the settings without lowering the bar and that’s the balance that matters.
“The travel industry has evolved rapidly over the past decade. Our accreditation must evolve with it, recognising real skills, real experience and real business models.”
“These reforms strengthen the credibility of ATIA Accredited while making it more commercially practical to align cover requirements with risk. That’s a win for members and a win for travellers.”

QUOTES ATTRIBUTABLE TO ATIA VICE CHAIR AND TOUR OPERATOR REPRESENTATIVE TONI AMBLER:
“This also demonstrates our commitment to ensuring ATIA accreditation is fit for purpose for all ATIA Members.”

QUOTES ATTRIBUTABLE TO ATIA CEO DEAN LONG:
“We’re interested in standards that actually reflect how modern travel businesses operate.”
“By broadening recognised qualifications, we’re saying clearly: experience counts, specialist skills count, and the industry’s diversity counts.”
“ATIA Accredited isn’t standing still. We are continuously investing in it, strengthening it and ensuring it delivers real commercial value for members while giving travellers absolute confidence.”

Fraud Alert: Unauthorised Use of IATA Credentials and NDC Access

Wed, 11 Mar 2026 12:07:19 GMT

We have been advised of a significant fraud incident overseas involving the unauthorised use of a legitimate agency’s IATA accreditation number and GDS PCC to gain airline NDC access and issue fraudulent tickets using stolen credit cards.

Fraudsters operating from Brazil and other international locations spoofed an agency’s email domain in order to impersonate a legitimate travel business. Using the agency’s valid IATA accreditation number and GDS PCC—without authorisation—the individual attempted to gain access to airline NDC connections. Fraudulent ticketing ultimately occurred through an airline’s NDC channel, despite the legitimate agency not being registered for that NDC connection. The tickets were issued using stolen credit cards, and subsequent chargebacks exposed the scheme. Similar attempts were identified across multiple airlines and connectivity providers.

While identified abroad, this type of coordinated activity can quickly extend to other markets. Australian agencies should be on high alert.

We recommend closely monitoring BSP reports, strictly controlling who can request or approve NDC access, tracking all NDC registrations centrally. Airlines and technology partners must apply strong authentication measures before granting access.

Report any suspicious activity immediately to your airline partners and relevant providers.

ATIA CEO pushes back on 'cancel your Europe trip' headlines

Thu, 05 Mar 2026 13:06:58 GMT

Reports suggesting Australians should cancel travel plans for the next six months are simply wrong. Etihad and Emirates are flying today. Asian carriers - Singapore Airlines, multiple Chinese carriers - are operating normally and providing reliable alternative routings to Europe. Yes, flight times may be slightly longer. No, you don't need to cancel your trip.

With headlines telling Australians to cancel their travel plans, ATIA CEO Dean Long is available today to offer a grounded, expert counterpoint and reassure travellers that Europe is still very much on the table.

Quotes from ATIA CEO Dean Long:

"There are plenty of safe ways to get to Europe and the aviation sector has and will continue to adapt. Asia is open and operating. We have flights coming out of the Middle East. There will be some delays and a bit more disruption than what we're used to but no one in the travel industry is going to put you in a place where it's unsafe."

“Importantly, do not cancel. Whether you are booked to travel in the next weeks or planning to travel in coming months. If you’re booked to go shortly via the Middle East, it is critical that you do not panic-cancel but rather wait for your airline to cancel as otherwise you are erasing all of your rights of a refund or rebook. If your trip is in the next couple of months, talk to your accredited travel agent or tour operator as there are plenty of alternates.”

This is a situation the industry has navigated before. Twelve months ago, a 12-day conflict in the Middle East caused disruption and the travel industry resolved it quickly.

FOR INTERVIEWS LJ Loch 0488 038 555 or lj.loch@atia.travel

ATIA’s practical advice for travellers right now:

Download your airline's app and check the Manage My Booking tab before heading to the airport to make sure your flight is actually going ahead
Register with Smart Traveller https://www.smartraveller.gov.au
If you're already in the Middle East and want to get home, register with DFAT now - Middle Eastern carriers are repatriating Australians with no additional charges
If you’re booked to travel in the next few weeks, don’t Panic-Cancel.

If you’re booked to travel in the next few months, talk to your accredited travel agent or tour operator as there are plenty of alternative routes

Emmalita Malmberg to Lead ATIA Partnerships

Tue, 03 Mar 2026 11:15:33 GMT

Highly respected travel industry leader Emmalita Malmberg is the new National Manager - Corporate Partnerships at the Australian Travel Industry Association (ATIA), commencing 9 March.

With more than 20 years’ experience across agency leadership, operations and consortium management, Emmalita brings deep commercial expertise and a proven track record of building high-performing partnerships that deliver real value to members and stakeholders.

She joins ATIA from Link Travel Group, where she has led national account management, supplier partnerships and strategic growth initiatives across the consortium network . Prior to that, she spent over 17 years with a corporate TMC in senior leadership roles spanning operations, finance and HR - experience that gives her an intimate understanding of the commercial realities and compliance landscape facing ATIA members.

Based in Queensland and reporting to ATIA’s Director of Compliance and Membership, Nina Hedges, Emmalita will lead the expansion of ATIA’s corporate partnerships and sponsorship portfolio, with a strong focus on growing support for the NTIAs and Beyond Borders. Her appointment reinforces ATIA’s commitment to securing strategic investment that amplifies industry initiatives, strengthens member value, and supports the continued evolution of Australia’s travel sector.

QUOTES ATTRIBUTABLE TO ATIA CEO DEAN LONG

“Emmalita brings a rare combination of commercial acumen, operational expertise and genuine passion for our industry. Her deep experience across consortium, agency and leadership roles means she understands exactly what matters to our members and partners.”

“As ATIA continues to shape the landscape our members operate in, strong corporate partnerships are essential. Emmalita will play a critical role in expanding sponsorships for the NTIAs and Beyond Borders, ensuring we continue to deliver meaningful value and opportunities for engagement across the industry.”

QUOTES ATTRIBUTABLE TO EMMALITA MALMBERG:

“I’m genuinely thrilled to be joining ATIA, the peak body for an industry that has given me so much over the past 20 years.”

“Travel is a community and a career I truly love. The opportunity to give back to the industry that’s shaped my professional life means a great deal.”

“What stood out to me most was ATIA’s positive, collaborative culture and its commitment to going ‘Above and Beyond’ for members. I’m excited to work alongside the team to grow partnerships that support our members and strengthen the industry we’re all so passionate about.”