Latest News

ATIA Highlights the Critical Role of Travel Advisors This Global Travel Advisor Day

At the heart of each ATIA’s accredited businesses are the team members that make each travel experience, delivering trusted, expert advice to millions of Australians. Whether guiding complex international itineraries, navigating flight disruptions, managing documentation, or providing emergency assistance abroad, travel advisors are proving more essential than ever. As the industry evolves, so too does the role of accredited travel professionals - now central to delivering smarter, safer, and more personalised travel.

This demand is reflected in robust booking volumes. In 2024, ATIA members booked $13.5 billion in retail travel, $11.8 billion in corporate travel, and $5.6 billion in land operations. More than 70% of international air sales and over 90% of corporate travel bookings are made through agents, with Australians increasingly turning to trusted professionals for peace of mind and expert support.

ATIA continues to lead efforts to raise the visibility, value and viability of accredited travel advisors across government, industry and the travelling public. Through sustained advocacy, workforce development initiatives, and public awareness campaigns, the Association is ensuring that the policy, funding and regulatory environment enables its members to thrive. With 92% of members being small businesses and 72% of the workforce made up of women, ATIA’s membership reflects one of Australia’s most diverse, innovative and customer-focused sectors.

This Global Travel Advisors Day, ATIA proudly celebrates the contribution of our members.

QUOTES ATTRIBUTABLE TO ATIA CEO DEAN LONG:

“We are in the golden age of travel professionals, as more Australians, many of whom were burnt by COVID-travel experiences, turn to expert advisors for complex travel needs and crisis support.”

“GlobalTravel Advisor Day is a powerful reminder of the critical role our members play in supporting Australians before, during and after they travel. ATIA is proud to champion accredited travel businesses every day and ensure their value is recognised across government, industry and the public. As the travel environment grows more complex, our focus remains on strengthening the visibility, capability and influence of Australia’s travel professionals.”

QUOTES FROM ATIA MEMBERS:

Adrienne Witteman, Managing Director, Trendsetter Travel & Cruise Centre (Northwood/Longueville NSW):

“When a car took out the front of my agency last week, I was still waiting on the builder to make things safe yet two clients literally walked over broken glass to see me. They looked in and asked, ‘Are you open?’ I said, ‘Yes, but please be careful.’ That’s how much people value real, expert travel advice.

In that moment, it couldn’t have been clearer: Australians still want real, personal travel advice. On the ground, the demand for experienced travel advisors is unshakable.”

Anna McMurtrie, Managing Director, Wentworth Travel (Double Bay, Sydney NSW):

“Today’s travellers aren’t just looking for a booking. They’re looking for a partner they can trust. After 40 years in the business, we’ve seen that genuine expertise, personal service, and strong industry connections matter more than ever. When things go wrong, our clients know we’ll be there with a solution. That’s the real value of a travel expert. It’s not just about getting there, it’s about knowing someone’s got your back every step of the way.”

Max Najar, Director and Manager, Axis Travel (Glenunga, South Australia):

“In today’s everchanging and complex travel climate, the value of a trusted travel advisor has never been clearer. We’re seeing clients turned away at borders for applying for incorrect visas, and not having proper documentation or itineraries - things that travel advisors always provide. A visa doesn’t guarantee entry, so the stakes are high. Most travel insurers also do not compensate for losses incurred. A professional travel advisor uses their toolkit of expertise and experience to ensure that you’re properly prepared and protected so your holiday or business travel is as stress-free as possible at the immigration counter.”

Andrew Gillard, Managing Director, Darebin Travel (Yarrambat, Victoria):
“The role of the travel advisor has never been more vital. At Darebin Travel, we’ve seen the industry evolve over four decades from print brochures to personalised, tech-enabled service and we’re still here because we adapt, we deliver, and we care. In an era of information overload, digital scams, and travel uncertainty, Australians are turning to trusted experts to guide them. Travel advisors aren’t a thing of the past - we are the future of smarter, safer travel.”

Chris Watson, Managing Director, Chris Watson Travel Group (Weston Cruise and Travel, Chris Watson Travel)
“In a world of online options and endless choices, booking with a travel agent offers something the internet simply can’t - personalised service, expert advice, and genuine care. Our client numbers are increasing, new clients are coming into the agency for the reasons our existing clients have been, some telling us horror stories of not booking with an agent in the past. Our clients value knowing they have a dedicated professional advocating for them every step of the way, from planning to when things don’t go as expected. It’s not just about booking a trip; it’s about peace of mind and having a real person at the end of the phone or the other side of a desk."

For media enquiries and interviews please contact LJ Loch at lj.loch@atia.travel or 0488 038 555