The Australian Tourism Industry Association (ATIA) has unveiled a comprehensive masterplan aimed at driving long-term growth and innovation within the tourism sector during the inaugural Beyond Borders Summit in Sydney. Key initiatives include the discontinuation of the ATAS brand, a new compensation package, and talent incentives, all designed with sustainability in mind.
This new direction is part of a multi-year strategy dubbed Project A30, which ATIA describes as a blueprint for the future of the tourism industry. The initiative represents a significant reset for the association and the broader travel sector.
Additionally, projections indicate that Australian visitors to the Cook Islands are expected to reach record levels by 2025, fueled in part by Jetstar’s expansion of flight services to the region.
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