The Australian Travel Industry Association (ATIA) has appointed Emmalita Malmberg as National Manager – Corporate Partnerships, starting 9 March.
According to ATIA, Malmberg joins with a clear mandate: to strengthen strategic alliances and grow commercial support for members.
A travel industry stalwart, Emmalita brings more than 20 years’ experience across agency leadership, operations and consortium management.
Malmberg arrives from Link Travel Group, where she led national account management and supplier partnerships. Earlier, she spent 17 years in senior roles within a corporate travel management company, spanning operations, finance and human resources.
ATIA says that grounding gives her practical insight into the compliance and commercial pressures facing travel advisors.
“Emmalita brings a rare combination of commercial acumen, operational expertise and genuine passion for our industry,” ATIA CEO Dean Long said.
“Her deep experience across consortium, agency and leadership roles means she understands exactly what matters to our members and partners.
“As ATIA continues to shape the landscape our members operate in, strong corporate partnerships are essential.
“Emmalita will play a critical role in expanding sponsorships for the NTIAs and Beyond Borders, ensuring we continue to deliver meaningful value and opportunities for engagement across the industry.”
Emmalita says she is “genuinely thrilled to be joining ATIA, the peak body for an industry that has given me so much over the past 20 years.”
“Travel is a community and a career I truly love. The opportunity to give back to the industry that’s shaped my professional life means a great deal,” she adds.
“What stood out to me most was ATIA’s positive, collaborative culture and its commitment to going ‘Above and Beyond’ for members.
“I’m excited to work alongside the team to grow partnerships that support our members and strengthen the industry we’re all so passionate about.”
Based in Queensland, Malmberg will report to Director of Compliance and Membership Nina Hedges and oversee the expansion of sponsorships, including support for the National Travel Industry Awards (NTIA) and Beyond Borders.
KARRYON UNPACKS: Partnership revenue fuels advocacy and events. A commercially savvy operator at the helm should translate into tangible member value.
