ATAC Future Focus 2026 brought members, independent travel businesses and industry leaders together in Sydney for several days of connection, conversation and fresh thinking.

Held during ATAC’s 40th anniversary year, the event celebrated the strength of our Co-operative while exploring the changes shaping the travel industry. From technology and artificial intelligence to digital visibility and collaboration, the conference created space for our community to share ideas, learn from industry leaders and explore what lies ahead.

With the theme “Hands On. Future Thinking.”, Future Focus also celebrated the people, relationships and shared knowledge that have shaped ATAC over four decades.

And perhaps the best part? The conversation wasn’t one-way.

Our members were in the room, asking questions, sharing experiences, challenging ideas and connecting with each other and our Preferred Partners. The calibre of those conversations was one of the things our partners commented on most throughout the event — a wonderful reflection of the professionalism, experience and depth of knowledge across the ATAC network.

For the ATAC team, seeing that engagement unfold was incredibly rewarding. Months of planning came together across four days of connection, learning, celebration and, of course, plenty of fun.

From Sydney Harbour to the Future of Travel

Future Focus officially began on Thursday 10 September as delegates arrived in Sydney, with time to explore the city, catch up with friends and settle into the conference atmosphere before our Future Focus Opening Drinks at the Harbour Bridge Marquee that evening.

Friday morning marked the official start of the conference program.

Our opening session set the tone for the two days ahead, with Shelley Horton as MC, an opening video and an address from ATAC Chair Jack Taylor.

We then moved straight into the issues shaping our industry.

The State of the Industry

Dean Long, CEO of the Australian Travel Industry Association (ATIA), opened the educational program with a State of the Industry session, providing an important snapshot of the environment our businesses are operating in.

From there, Scenic Group took the stage for our Platinum Sponsor presentation before Michael Pilbrow explored The Co-op Edge: Competing & Winning in a World of Duopolies".

Michael's session was particularly relevant to the ATAC community, prompting thought around how independent businesses can compete, adapt and continue to create value in an increasingly concentrated marketplace.

AI, SEO and the Changing Way Customers Find Us

Technology and the future of the independent travel industry were naturally a major part of Future Focus.

Vijay Solanki took members through Winning in the AI Discovery Era (SEO is Changing Fast), exploring how rapidly the digital landscape is evolving and what those changes mean for travel businesses trying to be discovered online.

The conversation continued on Saturday morning with our panel session:

“Get Found. Get Chosen. Get Booked.”

With Ken Morgan and Anna Shannon from Travel Agent Finder, the session brought the discussion down to practical actions agencies can take around SEO, Google and their online presence.

The key takeaway was reassuring: improving your digital presence doesn't necessarily have to mean complicated technology or a huge investment. Sometimes, it's about getting the fundamentals right and making it easier for customers to find, trust and ultimately choose your business.

Lunch, Networking and Plenty of Conversations

One of the great strengths of Future Focus was that the learning didn't stop when a session ended.

The Partner Networking Expo gave members dedicated time to connect with our Preferred Partners, discover new products and services and continue conversations started in the conference room. The Expo ran across both conference days, creating plenty of opportunities for those valuable face-to-face conversations.

Friday also featured The Intrepid Long Lunch, followed by an afternoon of networking before delegates headed to the harbour for an evening aboard the Aqua Starship for our Viking-sponsored Welcome Dinner Cruise.

With dinner, live music and Sydney Harbour as the backdrop, it was a pretty spectacular way to welcome everyone to the conference.

Show Up Like You Mean It!

It was the perfect fit for a room full of independent business owners who are constantly representing their businesses, their teams and the travel industry.

The ATAC Advantage in Action

We finished the formal conference content with one of the most important sessions of the weekend:

The ATAC Advantage – What's Working Right Now

Rather than putting another presenter on stage, this session turned the conversation back to our members.

There was some terrific sharing of information and real-world experience, including conversations around the upcoming RBA changes, how different businesses are preparing, and what agencies are seeing and doing in their own businesses.

Virtual assistants were once again a hot topic, with members sharing success stories and ideas that others could take back and explore within their own agencies.

And that's really what the ATAC Advantage is all about.

Independent businesses don't have to operate independently.

The willingness of members to openly share what is working, what isn't, and what they are learning is one of the most valuable things about being part of this Co-operative.

Future Focus isn't simply about predicting what's next. It's about making sure independent travel businesses have the connections, knowledge and collective strength to navigate it together.

There was another important part of our 40th anniversary weekend: taking a moment to celebrate the people and businesses who have helped shape ATAC over the past four decades.

From recognising our 2026 High Flyers, to presenting the Jim Clements Memorial Award, celebrating the achievements of our members and enjoying an unforgettable 40th Anniversary Gala Dinner, there was plenty to celebrate.

In our next article, we take a look back at the celebrations, the people we recognised and some of the special moments that made 40 years of ATAC so memorable.

Read: Celebrating 40 Years of ATAC

Sponsor Logos_2.jpg

Australia’s Independent Travel Agent Co-op