Who We Are
ATAC is more than a buying group; it's a community of independent travel professionals united by shared values and purpose.
For over 40 years, we've been creating a space where agents can maintain their independence, collaborate, and grow together. Our Co-Operative is built on trust, transparency, and the belief that members, not shareholders, should shape the future of their industry.
Our Journey
A Journey of Independence and Collective Strength
1986
ATAC was formed by the amalgamation of TAC Vic & TAC NSW
2011
ATAC after many associations becomes 100% Independent
2024
Record override payments to members
2026
40 years in business
1986
ATAC was formed by the amalgamation of TAC Vic & TAC NSW
2011
ATAC after many associations becomes 100% Independent
2024
Record override payments to members
2026
40 years in business
Our Purpose
At ATAC, our purpose is simple: to bring independent agents together to collaborate, consolidate and grow — while maintaining their independence. We exist to remove barriers, strengthen connections and return value directly to members.
Stronger Together. Never Alone.
The Co-op Model
A better way to support independent travel agents.
Members
Independent agents become Co-op owners.
Members Shape Decisions
Governed by agent-led board.
Value Flows Back
Profits are returned to our members.
Stronger Together
Collective buying power & partnerships.
Members
Independent agents become Co-op owners.
Members Shape Decisions
Governed by agent-led board.
Value Flows Back
Profits are returned to our members.
Stronger Together
Collective buying power & partnerships.
Traditional Buying Groups
- Externally owned
- Profits leave the network
- Limited transparency
- Little member influence
The ATAC Co-op
- Member-owned
- Profits stay with members
- Full transparency
- Members govern the Co-op
Here to Back You Every Step of the Way
Our head office team isn't just support — we're partners in your success. From everyday guidance to business advice, training, and resources, we provide the tools you need to grow your agency with confidence.
Michelle Emerton
Chief Executive Officer
As CEO of ATAC, Michelle plays a key role in supporting and strengthening Australia’s independent travel agent community. She brings a practical, member-first approach to leadership and is passionate about helping agents adapt and succeed in a changing travel landscape.
Georgina Randall
Member Services Development Manager
Georgina is a key point of support for members joining and growing within the co-operative. She works closely with travel agents to help them get the most from their ATAC membership, particularly through understanding and leveraging preferred partners and override opportunities. With a practical, hands-on approach, Georgina shows members how stronger engagement with preferred partners can drive increased earnings, while ensuring they feel supported, connected, and confident as part of the ATAC community.
Chii Tseng-Macaraig
Administration & Operations Co-ordinator
Chii plays a pivotal role in ATAC’s operations and financial administration, helping ensure accurate reporting, smooth processes, and the reliable delivery of member outcomes. She is also central to the delivery and ongoing management of the ATAC Future Focus app, supporting clear communication and engagement across the network. With a strong attention to detail and a solutions-focused approach, Chii helps ensure ATAC operates as a professionally run, well-supported co-operative for its members.
Jackie Idol
Marketing & Design Co-ordinator
Jackie leads ATAC’s marketing, brand presentation, and digital platforms, including the revamp of ATAC’s website and intranet. She is responsible for showcasing the refreshed ATAC brand and promoting preferred partners, campaigns, and opportunities in a way that drives member engagement and sales. With a strong focus on clarity, consistency, and commercial impact, Jackie ensures members are supported by professional marketing and modern digital tools that enhance their business.
Michelle Emerton
Chief Executive Officer
As CEO of ATAC, Michelle plays a key role in supporting and strengthening Australia’s independent travel agent community. She brings a practical, member-first approach to leadership and is passionate about helping agents adapt and succeed in a changing travel landscape.
How We Support Our Members
Backing your independence every step of the way.
Business Guidance & Advice
Expert support for day-to-day operations and strategic decisions
Events, Training & Development
Workshops, webinars, and resources to build skills and confidence.
Communication & Updates
Regular newsletters, announcements, and member briefings.
Collaboration & Networking
Connecting members to share knowledge and opportunities.
Preferred Partner Support
Guidance on accessing and leveraging ATAC’s partner portfolio.
New Member Onboarding
Helping new members integrate smoothly into the Co-Operative.
Marketing & Promo Assistance
Tools, templates, and advice to support member businesses.
Problem-Solving & Advocacy
Acting as a trusted partner to address challenges and champion members.