Canadian Association of Tour Operators Appoints Global Travel Leader Paola Briata to Board of Directors to Strengthen Industry Vision and Outbound Travel Sustainability

The Canadian Association of Tour Operators (CATO) has appointed Paola Briata, Vice-President of Contracting and Operations Product Delivery at WorldStrides, to its Board of Directors. This move adds a leader with three decades of global travel expertise to the organisation’s leadership team. Briata’s international background covers leisure, corporate, cruise and educational travel, giving her a uniquely broad perspective on the sector. Based in Canada for the past 20 years, she will now play a role in shaping policies and strategies that impact outbound tourism from Canada to destinations worldwide. Her appointment aligns with CATO’s mission to promote responsible and sustainable travel.

A Strategic Leadership Appointment

CATO’s decision to bring Briata onto its Board comes at a time when the travel industry is balancing strong recovery with long-term sustainability goals. Her current role at WorldStrides, formerly known as Explorica, places her at the heart of strategic planning, operational delivery and market development in the educational travel space. This expertise will translate well to CATO’s priorities, which include ensuring high standards for tour operators, advocating for consumer protection and enhancing Canada’s outbound travel competitiveness. The organisation gains not only her operational insights but also her proven ability to manage global partnerships.

A Career Built Across Continents

Briata began her travel career with an Italian tour operator, focusing on FIT and leisure group travel. She later expanded into MICE, corporate and cruise operations, gaining experience in complex itinerary planning and multi-market coordination. Her career has taken her across Europe, the Middle East, the Indian Ocean, Africa, Latin America, Asia and North America. These roles have given her a deep understanding of diverse markets, cultural expectations and operational challenges. Her international network of industry partners positions her to help CATO strengthen its relationships with global tourism bodies and suppliers.

Leadership in Educational Travel

Since 2008, Briata has worked in educational travel, a sector that combines logistics expertise with a commitment to cultural exchange and learning. At WorldStrides, she is part of the senior management team, guiding operational strategy and product delivery. Her role has involved adapting travel programmes to changing global conditions, from economic shifts to evolving safety requirements. Educational travel requires meticulous attention to detail, as it involves young travellers and often multiple destinations. This experience underscores her ability to handle complex operational demands, a skill highly valuable to CATO’s strategic vision.

A Global Perspective for Canadian Outbound Tourism

As a Canadian resident with European roots, Briata offers CATO a global outlook rooted in local understanding. She is well placed to contribute to discussions on how Canada can remain competitive in outbound tourism. Her experience in destinations across multiple continents enables her to identify trends, market opportunities and potential risks. This perspective is vital for Canadian tour operators looking to expand their reach and tailor offerings to the expectations of international travellers. Her appointment signals CATO’s recognition of the value of truly international insight in its leadership.

Commitment to Industry Development

Brett Walker, Chair of CATO, emphasised that Briata’s “extensive global experience and unwavering commitment to the travel industry” would be an asset to the association. CATO plays a key role in representing Canadian outbound tour operators, advocating for fair regulation, promoting quality standards and ensuring sustainability. Briata’s leadership style, honed over 30 years, will be critical in shaping initiatives that support both business growth and ethical travel practices. Her arrival comes as CATO continues to push for a strong, resilient and responsible outbound travel sector.

Championing Sustainable and Responsible Travel

Briata’s appointment supports CATO’s mission to promote responsible travel practices. Sustainability is increasingly central to travel industry strategy, and her track record shows a commitment to balancing business goals with environmental and social responsibility. She has managed operations in destinations where tourism has both boosted economies and tested local resources, giving her insight into how to maintain equilibrium. Her role on the Board will likely involve advising on initiatives that help members adopt sustainable practices without compromising on service quality or profitability.

Voices from the Industry

In her own words, Briata described her appointment as “a privilege” and said she was “honoured and proud to put my experience in service of CATO.” She stressed the importance of being part of a community dedicated to shaping the future of travel. This aligns with CATO’s ethos of collaboration and advocacy within the industry. Her comments reflect not just a career milestone, but also a personal commitment to the travel community she has served for decades.

The Role of CATO in the Canadian Travel Landscape

CATO represents tour operators across Canada who specialise in outbound travel. The association works with government bodies, industry partners and consumers to ensure high standards in service, safety and ethics. By adding leaders like Briata to its Board, CATO strengthens its voice in national and international conversations about travel policy and industry development. This appointment is part of a broader strategy to align leadership expertise with emerging global travel challenges, from market competition to climate change adaptation.

Looking Ahead for Canadian Tour Operators

The appointment of Briata signals CATO’s focus on equipping its leadership with diverse skills and perspectives. Canadian tour operators face a complex mix of opportunities and challenges, from technological innovation to shifting traveller expectations. With Briata’s guidance, CATO can better position its members to navigate these changes while maintaining profitability and consumer trust. Her appointment is likely to influence training, partnerships and advocacy priorities in the months ahead.

The addition of Paola Briata to CATO’s Board of Directors is more than a leadership change; it is an investment in the association’s ability to operate on a global stage. Her international expertise, operational strength and dedication to responsible travel align with CATO’s mission. As outbound tourism from Canada continues to grow, her role will be to help ensure that growth is sustainable, competitive and reflective of the highest industry standards. This appointment reinforces CATO’s position as a leader in shaping the future of Canadian outbound travel.

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