Australia’s Freight Forwarding Future: Bridging the Professional Gap in Logistics
In the age of rapid technological advancement, automation, and AI-driven solutions, Australia finds itself at a crossroads when it comes to the future of freight forwarding and logistics.
While these technologies bring undeniable efficiencies, they also pose a quiet but significant challenge: the gradual decline of hands-on industry expertise. The question isn’t whether Australia can offer professional labour in this sector—it’s how we’re preparing that labour for the real-life demands of a fast-changing global industry.
The Shrinking Pool of Professionals
The logistics and freight forwarding industry in Australia, much like its global counterparts, is experiencing a talent drought. Fewer young professionals are entering the field with a solid understanding of its mechanics. Instead, many are navigating roles from a desk, operating software, clicking units, and shuffling documents—without ever fully grasping what happens beyond the screen.
This new generation of “unit desk operators” is often siloed from the practicalities of freight forwarding. The result? A fragmented workforce where employees may change roles horizontally across departments or companies, bringing with them only surface-level knowledge. We’ve become reluctant to invest in vertical growth—climbing within a specialty, mastering its intricacies—and it’s costing us dearly.
The Changing Role of the Freight Forwarder
Once seen as a strategic partner, the freight forwarder was the bridge between importers/exporters and the complex global network of carriers, customs, warehouses, and transport providers. Today, that role is evolving with the influence of automation and AI.
But this shift doesn’t mean the role is becoming obsolete—it means it’s time to reimagine how professionals are trained and how their expertise is developed. “This is an exciting moment for the industry,” says Marco Viglietta, Managing Director of Avion International Australia. “Technology is helping us become more efficient than ever, but it also highlights the importance of people who truly understand the full logistics process. We need to support the next generation in gaining that hands-on, real-world knowledge. When tech and human expertise work together, that’s when we really deliver value to our clients.”
At Avion International Australia, we’re doing exactly that—offering apprenticeships and on-the-ground training that equip young professionals with real operational experience. From warehouses to customs, we ensure they understand the full freight journey.
This practical approach is helping rebuild a workforce grounded in both modern tools and traditional logistics know-how.
Building Real-World Logistics Professionals
To address the skills gap, Australia must strengthen the link between education and employment. While several universities—such as RMIT University in Melbourne, Deakin University, and the University of Sydney—offer logistics, supply chain, and international trade programs, more practical entry points are needed.
That’s where initiatives by industry associations, such as the Freight & Trade Alliance (FTA), play a critical role. The FTA supports workforce development through training, accreditation, and customs broker succession programs, actively bridging the gap between learning and industry needs.
Australia needs:
• Industry-backed logistics academies with real-world simulations and operational exposure.
• Structured apprenticeships and trainee ships, like those offered by Avion.
• Mentorship programs that preserve institutional knowledge and up-skill future leaders.
Is This What the Market Wants?
Ultimately, we must ask ourselves: what do importers and exporters expect from freight forwarders? They don’t want order processors—they want problem solvers. They want partners who understand risk, regulations, routes, timing, and cost-saving strategies. They want someone who knows how to pivot in a crisis, how to handle a delayed container, how to navigate customs, and how to do it without escalating costs or service failures.
“Clients aren’t just paying for a service—they’re investing in trust,” says Viglietta. “To honour that trust, we need people who not only know the tools but understand the full journey behind every shipment.”
Moving Forward: A National Conversation
If Australia wants to remain competitive in global logistics, we must invest in people. The freight forwarder role isn’t vanishing—it’s evolving. And with intentional efforts to upskill, mentor, and embed practical knowledge, the industry can rise to the challenge.
“It’s time to empower the next generation—not just to handle freight, but to shape the future of the logistics industry.”
Avion International Australia|
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