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image courtesy: Austria Tourism, Nationalpark Hohe Tauern Karten/ Franz Gerdi
Sydney, Australia – The Council of Australian Tour Operators (CATO) has today revealed the first-ever Top 20 Touring Travel Agents - a new monthly recognition program celebrating travel advisors who demonstrate exceptional product knowledge and commitment to professional development through the CATO Touring Academy.
The CATO Touring Academy is the only industry training platform dedicated exclusively to the touring sector. Designed to upskill Australian travel agents, the Academy features a wide range of touring focused eLearning training modules from touring essentials and elective modules through to destination and brand training, all in one central repository and all tailored to land-based touring.
Agents who complete a set number of modules earn CATO Touring Academy Certification. This will be further recognised across the industry with the new Touring Leaderboard highlighting the top-performing agents who have completed the largest volume and variety of modules in the Academy to date.
“This new recognition will highlight those agents that represent the gold standard in touring knowledge,” said Brett Jardine, Managing Director of CATO. “They have demonstrated a clear commitment to learning and are well positioned to help clients choose the right tour with confidence.”
The initiative also aims to encourage friendly competition and ongoing learning within the industry.
“Our goal is to keep raising the profile of touring specialists and ensure they have the tools they need to succeed,” added Brett Jardine, Managing Director of CATO. “If agents are selling tours, or want to sell more tours, this is the platform they need to be on.”
Agents who are not yet registered are encouraged to sign up for the CATO Touring Academy and work toward their certification, gaining valuable skills to better serve their clients and grow their bookings.
To view the current Top 20 or learn more about the CATO Touring Academy, visit: https://www.cato.travel/top-touring-agents
The Council of Australian Tour Operators (CATO) recently hit the road with Travel Managers, presenting to Personal Travel Managers (PTMs) across the country. These sessions provided valuable insights into the evolving nature of the land touring sector and highlighted the opportunities available to travel agents who specialise in this growing market.
CATO’s Managing Director, Brett Jardine, led the presentations, sharing industry trends and discussing how agents can leverage the demand for land-based touring experiences. With continued strong growth in the sector, Jardine emphasised the benefits for PTMs, including increased sales potential and enhanced revenue opportunities.
"The land touring sector continues to expand, offering immense potential for travel agents who position themselves as specialists in this space," said Brett Jardine, Managing Director of CATO. "By understanding the evolving needs of today’s travellers, agents can create highly tailored experiences that drive customer satisfaction and business success."
Travel Manager’s Executive General Manager, Michael Gazal added, “We are very keen to have as many of our Personal Travel Managers complete the CATO Touring academy and expect a spike in all our touring sales as a result. The learning opportunity in the complex and diverse world of touring has been made very easy with the launch of the academy and we applaud CATO for this very timely initiative.”
The CATO Touring Academy is a game-changer for agents’, it’s incredibly easy to fit into their busy schedules, offering flexible learning that covers everything they need to understand and succeed in selling touring.
“As the voice of the touring sector, CATO remains committed to equipping travel agents with the knowledge and tools needed to succeed in this dynamic industry”, added Jardine.
The Council of Australian Tour Operators (CATO) recently hosted a series of networking events across the country, bringing together members from across the land-supply sector.
More than 100 CATO members attended events in Brisbane, Adelaide, Perth, Sydney and Melbourne that reinforce CATO’s commitment to supporting its members.
Hosted by CATO Managing Director Brett Jardine and several representatives of the CATO Board, these events provided a platform for members to forge new connections, exchange ideas, and voice industry-specific concerns.
"These gatherings are pivotal to our member engagement strategy," stated Brett Jardine. "They not only facilitate a vital exchange of ideas but also strengthen the community that underpins our sector of the travel industry.”
CATO extends its gratitude to LATAM Airlines, the major sponsor of these networking events, whose significant support was instrumental in the success of these events. Their ongoing commitment to the touring sector highlights the importance of strong industry partnerships in navigating the evolving travel landscape.
With an outstanding response from attendees, CATO looks forward to hosting more events that foster collaboration, innovation, and growth within the sector.
Perth CATO members gather together as part of the National Networking Roadshow.
Inaugural Module From Visit Monaco
The Council of Australian Tour Operators (CATO) has reached an exciting milestone with the launch of Destination Training within the CATO Touring Academy.
The inaugural module features the prestigious Principality of Monaco. The expansion into destination training builds on the Academy’s ongoing success in providing touring education, and now offers travel professionals the opportunity to deepen their knowledge of specific destinations.
With over 1,500 learners and more than sixty training modules in total, the CATO Touring Academy has become a vital resource for travel industry professionals. By introducing destination trainings, the Academy is creating a more immersive and practical learning experience, equipping agents with expert insights into key locations worldwide.
Monaco has the distinction of being the first destination to participate, allowing travel professionals to explore what makes the Principality a standout choice for touring. This marks the beginning of an exciting new chapter for the Academy, with more destinations set to follow soon.
"Visit Monaco is proud to be the first destination in the CATO Touring Academy, equipping the travel trade industry with the latest insights from the Principality. With many recent openings and developments, including a rich cultural scene, exciting events, and a host of new restaurants and renovated hotels, now is the perfect time for travellers to (re)discover Monaco”, said – Claire Neil, Regional Manager AU & NZ at Visit Monaco
CATO Managing Director, Brett Jardine added; “This milestone marks just the beginning, with CATO committed to rolling out additional destination training modules in the coming months.”
For more information go to www.cato.travel/touring-academy-agents
The Council of Australian Tour Operators (CATO) successfully hosted just under 200 travel industry professionals at Melbourne’s Q Events to celebrate International Women's Day, adorned in splashes of yellow symbolising joy, resilience, hope, and empowerment.
The event emceed by CATO Board Director, Ingrid Berthelsen, kicked off with a compelling introduction to the Women’s Resilience Centre by Judy Pridmore. Thanks to everyone's participation, CATO was able to offer financial support to the centre, aiding women as they move from crisis care to recovery after experiencing domestic abuse, trauma, and loss.
The highlight of the day was an inspiring speech by Olympic gold medallist Noémie Fox, who shared her journey of determination and resilience. This was followed by a lively audience Q&A session.
Unfortunately, Ashleigh Conwell, CEO of Yellow Falcon, could not attend in person due to the evolving circumstances in Brisbane, but she captivated the audience with her virtual presentation on “Owning Your Story,” focusing on overcoming grief and loss, rediscovering joy, and staying true to personal values.
Brett Jardine, Managing Director of CATO, expressed his deep appreciation: “I am immensely grateful for the support of our Board members, particularly Ingrid Berthelsen, Yvette Thompson, and Julie King, who went above and beyond to elevate this year’s event and bring to life the theme of ‘Emotional Resilience’. The powerful presentations by both Noemie and Ash left an indelible mark on all attendees.”
CATO is incredibly thankful to the following partners who came together as “Brands for a Cause”; Chimu Adventures, Collette, Destination Canada, Globus Family of Brands, G Adventures, Intrepid, Julie King & Associates, On the Go Tours, NIB Travel, and The Travel Corporation - their unwavering support was pivotal in bringing this event to fruition and driving positive change within the travel industry and beyond.
Special recognition is also due to Lisa Maroun and the Enspired Plus team, whose exceptional event planning continues to align perfectly with CATO’s vision.
The Council of Australian Tour Operators (CATO) is recognising and celebrating emotional resilience within the travel industry and will be providing 10 complimentary tickets to deserving women to attend the International Women’s Day Lunch, taking place on Thursday, 6 March 2025, at Q Events, Melbourne.
Industry members are encouraged to nominate individuals within the travel industry, who have demonstrated exceptional emotional resilience over the past year. This initiative will acknowledge those who have shown strength, perseverance, and leadership in challenging times.
To submit a nomination, participants must email cato@cato.travel with the following details: - Nominee’s name and company - Nominator’s name and contact details - A short statement (200 words or less) describing how the nominee has demonstrated emotional resilience in the past year
10 tickets will be allocated at the IWD Lunch towards this cause and nominations are open to anyone in the travel industry. If selected, both the nominator and the nominee will receive complimentary tickets to attend the event.
Applications will close on Friday 21st February 2025 and nominees will be announced.
The CATO International Women’s Day Lunch has been reimagined as a collaborative industry gathering, focusing on unity, emotional resilience, and collective impact. This event is designed to bring the industry together on equal footing to drive meaningful change and celebrate the strength and achievements of women in travel.
Date: Thursday, 6 March 2025 Time: 12:00 PM – 3:00 PM Location: Q Events, 123 Queen Street, Melbourne
The Council of Australian Tour Operators (CATO) is excited to announce the launch of the first module in its highly anticipated Business Education series within The CATO Touring Academy.
The Touring Landscape - Roles and Responsibilities, is a new educational module within the academy that is designed to set a new standard in practical professional development for travel consultants, by providing a comprehensive understanding of the complex roles within the touring industry.
With the growing shift in consumer sentiment toward more bespoke, immersive and culturally enriching travel experiences, the new CATO business education module will help agents to navigate the complexities of packaging travel services, whilst also gaining insights into potential liabilities around booking terms and conditions, and recognising the pitfalls when inadvertently acting as tour operators.
Upon completion of this module, participants will have a greater clarity on the distinct roles of the touring sector’s ecosystem, how they interact, and the responsibilities they bear in creating seamless touring experiences.
“The launch of this module marks an important milestone in the Academy’s evolution. The Business Education section expands the Academy’s offerings, empowering travel consultants to not only excel in selling touring products but also build stronger, more sustainable businesses”, said Brett Jardine, Managing Director, CATO
The Council of Australian Tour Operators (CATO) proudly announces that Olympic gold medallist Noémie Fox will headline its International Women's Day Luncheon on Thursday, 6 March 2025, at Q Events in Melbourne. Under the theme "Emotional Resilience," this year’s event celebrates amazing achievements of women both within the travel industry as well as in our wider community .
Noémie Fox, a champion in canoe slalom, representing Australia on the world stage, captured the world’s attention with her stellar performance at the Paris Olympics.
Beyond her athletic prowess, Noémie is a fervent supporter of making sports accessible to young people, embodying the resilience CATO seeks to spotlight. Her participation underscores the luncheon's focus on empowerment and overcoming challenges.
"We are thrilled to have Noémie Fox, an exemplary model of strength and resilience, lead our International Women’s Day celebration. Her journey and advocacy perfectly align with CATO’s mission to support and uplift the incredible women in our industry," said Brett Jardine, Managing Director of CATO.
In addition to featuring influential speakers, CATO is committed to supporting the Women's Resilience Centre, which aids women transitioning from crisis care to recovery from domestic abuse, trauma, and loss. Contributions from ticket sales and partnership fees will be donated to this vital cause, emphasising CATO’s dedication to fostering resilience.
This year’s event welcomes organisations to unite under a shared purpose. Partnership opportunities are still available, offering brands the chance to come together to stand alongside others in unity as Brands for a Cause.
To find out more on partnership opportunities, email cato@cato.travel
Event Details:
Ticket Pricing:
For more information and to purchase tickets click here
Join CATO in a day of inspiration and empowerment, driven by stories of resilience and collective strength.
“11,000 Course Completions - 600 CATO Touring Certifications”
Since its mid-2024 launch, the Council of Australian Tour Operators (CATO) Touring Academy has surpassed all expectations, with over 1,000 enrolments, 11,000 course completions, and more than 600 agents earning their CATO Touring Certification.
As the travel industry gears up for another dynamic year, the CATO Touring Academy is empowering travel professionals to elevate their expertise and achieve Certified Touring Specialist status.
The program delivers comprehensive sector insights, exclusive training with CATO Member brands, and advanced sales strategies.
“The engagement levels we’ve seen in such a short time are extraordinary – this has resulted in the number of course completions and certified agents doubling since late November”, said Brett Jardine, Managing Director, CATO.
“Our Touring Academy provides agents with an unmatched learning experience—combining authentic, sector-focused material with extensive brand training. It’s the perfect opportunity for travel agents to take their careers to the next level.” added Jardine
For further information and to enrol in the program click here.
We are delighted to acknowledge and celebrate the exceptional achievements of our CATO members who were recognised at the Travel Weekly Women in Travel Awards, announced last week. Please join us in congratulating:
These accolades highlight the significant contributions women make to the land-supply and touring sectors, driving innovation, championing sustainability, and leading with purpose across the travel industry.
We also extend our congratulations to the CATO members who earned places on the Travel Weekly Women in Travel Power List:
We are proud to celebrate these remarkable women, whose leadership and dedication set an inspiring standard of excellence within the travel industry.
