The Australian Travel Industry Association (ATIA) is calling on the Federal Government to co-fund a national awareness campaign to encourage Australians to book with local accredited travel agents and tour operators.

In a pre-budget submission released today, ATIA outlined a series of measures aimed at strengthening the travel industry, including a joint marketing initiative to direct consumers toward “trusted, financially secure providers that comply with elevated consumer standards and Australian Consumer Law.”

“ATIA’s accreditation scheme is the gold standard for travel agents, tour operators, wholesalers, and consolidators,” said ATIA CEO Dean Long. “It ensures high consumer protections while keeping businesses free from unnecessary red tape.”

Beyond consumer awareness, ATIA is also pushing for increased competition in the aviation sector. With Australian travel agents selling 20 million airline tickets last year – contributing approximately $18.5 billion to the economy – the association is advocating for additional funding for the Australian Competition and Consumer Commission (ACCC) to conduct biannual market concentration studies on domestic and international aviation.

ATIA has also called for an extension of the ACCC’s Domestic Airline Competition Monitoring reports beyond 2026, maintaining oversight on “pricing, capacity, and service quality.”

Additionally, the organisation is urging the government to adopt a “clear, consumer-focused framework for bilateral air service agreements,” ensuring international flight capacity decisions prioritise affordability and accessibility.

Another major priority for ATIA is addressing workforce shortages in the travel sector. The association is urging the government to commit to long-term funding for traineeship incentives, helping businesses afford training and development for new staff. Given that the industry workforce is 72% female, ATIA is also calling for better alignment between federal and state government funding to support travel industry training and ensure the sector remains an attractive career path.

To support these initiatives, ATIA will soon launch an Election Portal, providing its members with toolkits to help them engage with local MPs ahead of the upcoming election.

“With the federal election imminent, ATIA has launched a targeted electorate and direct campaign to ensure that all parties understand the vital role of the travel industry in Australia’s economy and workforce,” Long said.

“Our asks are simple. We need policies that support travellers and accredited travel businesses, encourage competition, and strengthen our workforce.”

“We are seeking support from the next Federal Government via a co-funded consumer campaign to make sure even more travellers are aware of the critical importance of choosing accredited travel providers,” Long added.

“Our members provide essential services to millions of Australians each year, yet they continue to face barriers that limit their ability to grow and serve travellers effectively. A commitment to these priorities will drive better consumer outcomes and ensure the long-term sustainability of the sector.”