What is CATO? They ask the same question

The Council of Australian Tour Operators (CATO) has presented its vision to make the organisation count in 2016, after asking whether it should exist at all.

Admitting that networking was its primary focus previously, CATO wants to ramp up its professionalism under the steerage of a new committee.

“Is there a purpose or should we just wind this whole thing up,” CATO chairman Dennis Bunnik said. “It’s great for us to get together but we can do that in the pub.”

Bunnik from Bunnik Tours leads the committee with members from Chimu Adventures, GET Educational Tours, Ormina Tours, Greece and Mediterranean Travel Centre, Bench International and Dubai Tourism making up the seven-person cohort.

The outcome of the first committee meeting was a stay of execution in order to enhance the organisation and wipe the slate clean in terms of strategy and events.

“It’s fair to say we haven’t had a big profile. It’s time for CATO to stand up,” Bunnik said.

The changes will start with increased presence in operator’s marketing materials. The CATO logo will feature a registration number so consumers can differentiate between members and non-members.

“Hopefully this will encourage others to come on board,”Bunnik said.

CATO wants to give the industry a reason to join and will focus on best practice crisis management and marketing.

Crisis handling was flagged as an issue that operators respond to when necessary, rather than be proactive about.

“Family members often ring the tour office before the government,” Bunnik said.

CATO also flagged the need to address terrorism fears head on.

“The risk of terrorism is tiny but the perceived risk is higher than the actual risk,” Bunnik said.

At the end of the day, the highest risk for travellers are traffic accidents and stolen passports, the association said.

The overall purpose of CATO is to serve the land product sector of the industry, not just wholesalers or operators.

The tourism offices play an important part in providing product, and will play a stronger role going forward.

Closer collaboration between tourism boards and tour operators is an aim so that tourism offices have a chance to talk to the operators.

This year has seen three new members join the CATO fold, with Collette, Sno’n’Ski Tours and Eye for Travel Marketing signing up.

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