world tour operators association

The World Travel Agents Associations Alliance (WTAAA) focuses on issues impacting the global travel agency community, engaging with likeminded organisations across the globe with a mission to improve business for member organisations, to share common problem-solving strategies and to foster more in-depth and meaningful working relationships within the travel and tourism industry.

WTAAA was incorporated in 2008 as an international non-profit trade association in Brussels, Belgium and maintains an “articles of association” governed by Belgian law.

The WTAAA board of directors meets twice annually to action and discuss issues of significance to the global agency market. In 2018, the board set a new direction for the alliance with the formation of four key working committees tasked with seeking outcomes and solutions for the benefit of all member associations around the world:

As travel agency owners across the globe meet the challenges faced by 1.4 billion global travellers in 2018 – up from 435 million in 1990¹ – it is critical that travel agency voices are heard. The WTAAA is well placed to provide support, guide and advocate for the travel agency community to ensure the global voice of the travel agent/travel advisor is heard.

1. Air Committee – to tackle challenges faced by travel agencies in the air sector, developing airline and related trade association relationships and advocating for change where needed. Initiative examples include: IATA BSPs, NDC and One Order, etc.

2. Land & Sea Committee   – to address the ever-changing landscape of travel suppliers such as hotels, car rental, cruise lines, travel insurance, rail, etc. Impactful issues include “book direct” marketing campaigns, hotel resort fees, Non-Commissionable Fares (NCFs), etc.

3. Technology Committee   – to interface with technology providers including Global Distribution Systems (GDSs) and additional technologists within the travel landscape, ensuring solutions address the needs of the travel agency community worldwide. 

4. W TAAA   Strategy/Opportunity Committee   – to devise the strategic direction of the WTAAA, addressing membership growth, strategic relationships and other matters that may provide future opportunities for the WTAAA in which to engage in support of the travel agency community globally.

WTAAA is the global voice of the travel agency distribution channel and regularly engages with:

• Global Media
• European Union, U.S. DOT (Department of Transportation) and other regulatory bodies
• Airlines and IATA
• Cruise Lines
• Tour Operators
• Insurance Providers
• UNWTO – UN World Tourism Organization - liaising with the TERN group and the WG on a draft convention on the rights of travellers and Tour Operators
• WHO – World Health Organization - closely monitoring all travel advice concerning health and pan or epidemic issues
• Technology Suppliers including GDSs and others

¹Source: United Nations World Tourism Organization – World Tourism Barometer (2019)

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Frequently Asked Questions

Joining WTO offers numerous benefits, including:

Discounted Rates: Access exclusive discounted rates on various services and products, maximizing your savings.

Group Purchasing Power: Benefit from the collective buying power of our members, ensuring competitive prices and better deals.

Wide Market Network & Visibility: Expand your reach with our extensive market network and enhanced visibility in the industry.

Long-Term Association: Forge long-term relationships and partnerships within our community, fostering stability and growth.

No Commissions or Recommendations: Enjoy transparent transactions with no commissions or recommendations, ensuring fairness and trust.

Vast Scope of Business & Contacts: Tap into a vast scope of business opportunities and contacts, enriching your network and prospects.

Corporate Marketing and Promotion: Access corporate marketing and promotion support, elevating your brand presence and recognition.

Simplified Members Protection: Benefit from simplified members' protection measures, ensuring security and peace of mind.

Strict Membership Standards: Uphold strict membership standards, ensuring the integrity and quality of our community.

Protection Fund: Gain access to a protection fund, providing an additional layer of security for members.

Global Allies: Collaborate with global allies and partners, expanding your reach and influence on a global scale.

Value of Specialization: Recognize the value of specialization within our community, leveraging expertise for mutual growth and success.

To join WTO, tour operators must meet the following criteria:

Two Years in Business: Applicants must demonstrate a minimum of two years of continuous operation as a tour operator.

Currently in Business: Applicants must be currently operating as a tour operator at the time of application.

Obtain Necessary Licenses and Permits: Tour operators must obtain all necessary licenses and permits required to operate in their respective regions to ensure trustworthiness and legitimacy in business operations.

Provide Testimonials from Reputable Business Managers or Owners: Applicants must submit testimonials from reputable business managers or owners outside their country, affirming their credibility and professionalism globally.

To demonstrate eligibility for WTO membership, tour operators should ensure they meet the above requirements and provide supporting documentation as part of their membership application. This may include proof of business registration, licenses, permits, and testimonials from reputable sources.

The membership approval process typically takes 2weeks, during which your application will be reviewed by our membership committee. We strive to process applications in a timely manner and will notify you of the outcome as soon as possible.

Becoming a member of WTOA is simple! Visit our website and complete the membership application process. Once approved, you'll gain access to a wide range of benefits and resources designed to support your tour operations and facilitate your success in the travel industry.

WTOA provides a variety of resources and support to its members, including industry insights, marketing and promotion assistance, professional development programs, and networking opportunities. Members also benefit from simplified protection measures, strict membership standards, and access to a protection fund.

WTOA actively engages in advocacy efforts to shape policies and regulations that impact the travel industry. We represent the collective voice of our members and work to address their concerns, ensuring a favorable environment for tour operators globally.

WTOA stands out for its commitment to excellence, integrity, and innovation in the travel industry. Our global network, collaborative approach, and value-added benefits distinguish us as a leading association dedicated to supporting the success of tour operators worldwide.

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New USTOA Tour Operator Member Survey Reveals 2022 Travel Forecast

Published Dec 16, 2021 12:00AM

NEW YORK (December 8, 2021) – The United States Tour Operators Association (USTOA) released the findings from an annual survey of its tour operator Active Members at the 2022 USTOA Annual Conference and Marketplace in San Diego, December 7-10. The survey focused on current trends, key issues, and factors impacting the tour operator industry today including COVID-19 pandemic business recovery.

According to the survey, which was conducted in early November with an 86% response rate of USTOA Active Members, nine out of ten members (93%) anticipate growth in sales in 2022. Two thirds (65%) of those respondents are “optimistic” and forecasting a “boom year” with growth anywhere from 7% to 10% and higher.

When asked about their company’s outlook on when the travel industry will see a full recovery of business, half (53%) said by end of 2023, while 20% responded end of 2022. Another 20% of members foresee a full recovery of business by end of 2024. The remaining 7% reported recovery by 2025 and beyond.

Terry Dale, president and CEO of USTOA said, “While this year’s survey reveals more confidence moving into 2022, our members are not blind to the challenges that lay ahead on the road to recovery.” 

He continued, “We asked members to name the biggest challenge or obstacle to operating in 2022 and border closing confusion across countries/states topped the list, followed by customer confidence to travel.” Coordination of protocols across states/borders/suppliers ranked third, followed by threat of quarantine, news media cycle, COVID-19 vaccine mandates, flight connectivity, insecurity about suppliers (closure of hotels and others, inconsistent pricing, etc.), staffing/hiring, and COVID-19 travel insurance. 

Passenger Booking Patterns

USTOA Active Members report that 59% of existing bookings for 2022 are new bookings and 41% are rebooked passengers from cancelled trips in 2020/2021. Three fourths (75%) of 2022 Active Member existing bookings are to international destinations, the remaining quarter are to North America destinations (US, Canada, and Mexico). 

Roughly a third (36%) of responding tour operators reported that consumers are booking within four to six months of departure. A quarter (24%) report bookings being made within seven to 12 months of departure, while another quarter (27%) report no discernible pattern. Roughly 11% say travelers are booking with up to three months of departure, while the remaining 2% report mostly seeing customers booking more than a year in advance.

The majority (91%) of tour operator members report being confident or highly confident that guest bookings will increase in 2022.

Travel Advisors

Reinforcing the significant contribution travel advisors make overall to USTOA members’ businesses:

• 87% of responding members plan to utilize travel advisors to generate sales as they continue to resume business in 2022.
• Three fourths (76%) of members report that travel advisors will play very important or important role in their business in 2022.
• Nearly nine out of ten (89%) of members expect business booked by travel advisors to increase or maintain the same in 2022.

Trends and Forecasts

When asked about the top three international destinations travelers are booking for 2022, Europe continued to have a strong presence. Italy topped the list, followed by France and Greece tied in second, and Ireland ranked third. Dale added, “Italy continues to top the list, year after year, despite any current challenges the industry is facing.” 

On the home front, Active Members report that travelers are gravitating towards locations with wide-open spaces. National Parks were named the top domestic destination for 2022. “This question is traditionally asked as a write in response, and there was an overwhelming number of members who named National Parks as the top choice, across multiple states,” Dale continued. Alaska followed in second, with Hawaii in third.

Based on existing customer bookings, Active Members chose small group tours as the most popular travel product for 2022. FIT ranked second, followed by private groups, classic group tours (25+ passengers), river cruising, and small ship cruising. Ocean cruising (medium to large ship) rounded out the list.

Similar to last year’s annual survey, tour operator members believe safety and wellness will have the strongest influence on consumers when choosing a travel destination in 2022. Border reopening/government travel restrictions will have the second strongest influence on travel destination decisions, followed by value, distance/ease of travel to and from destination, state department travel alerts, and outdoor components. Sustainable tourism practices were named as having the least influence.

“It is not surprising that pandemics or other health crises were named as the number one potential threat to consumer confidence for the second year in a row,” said Dale. Global financial instability was named the second global risk that could impact consumer confidence in 2022, followed by recession.

Sustainable Travel

When USTOA asked Active Members about trends that will have the most impact on travel over the next ten years, sustainable or responsible travel topped the list. “Sustainability is a critical, global issue, and our members recognize how important responsible travel practices are to building a viable, long-lasting future for tourism. In 2022, USTOA celebrates its 50 th anniversary and this milestone represents an opportunity for our industry to look at everything we do through a sustainable tourism lens, especially as we look towards the next 50 years.”   

More than half (56%) of responding Active Members have formal policies, procedures, and metrics to measure social and/or environmental impacts of services. Roughly a quarter (22%) of our tour operator membership say sustainability is “important” to their customers while another two thirds (62%) report it is “somewhat important.”

Identifying opportunities was named the biggest concern or challenge faced by USTOA tour operator companies when evolving current or creating sustainable or responsible travel practices.  Implementation of practices ranked second, followed by customer willingness to accept cost or impact on itinerary, recovery from the COVID-19 pandemic, measurement of effectiveness, education/training to ensure compliance, senior staff acceptance, and employee acceptance.

This survey was completed on November 10, 2021. Tour operators responding represent the following travel services: escorted/guided tours 73%; FIT packages 60%; custom packages 56%; student travel 13%; and cruises 40%. For more information on USTOA, visit www.ustoa.com . 

About USTOA: 

Representing nearly $19 billion in revenue, the member companies of U.S. Tour Operators Association provide tours, packages and custom arrangements that allow 9.8 million travelers annually unparalleled access, insider knowledge, peace-of-mind, value and freedom to enjoy destinations and experiences across the entire globe. Each member company has met the travel industry’s highest standards, including participation in the USTOA’s Travelers Assistance Program, which protects consumer payments up to $1 million if the company goes out of business.  As a voice for the tour operator industry for more than 40 years, USTOA also provides education and assistance for consumers and travel agents.

Gina Dolecki/Ashley Mindnich                                         

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USTOA Has a Vision for Travel to Help Save the World

Join ustoa’s sustainable suzie, in pursuit of more responsible ways to travel..

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International tourist arrivals jumped from 25 million in 1950 to 1.4 billion in 2019, and experts expect those numbers to reach 1.9 billion by 2030. With these growing numbers of people on the move comes potential to shift our impact on the world in positive ways—with travel options that are fun and responsible. To help build a sustainable future for tourism, the national, nonprofit United States Tour Operators Association (USTOA) is empowering travelers with more responsible practices, whether it’s where, how, or with whom they travel.

At the heart of this collaborative effort is Susan Greenfield, otherwise known as Sustainable Suzie . She’s one of the many USTOA tour operator member guides who believes that, through sustainable practices, travel can be a force for good. As the protagonist of a new comic from USTOA, Sustainable Suzie spends Issue #1 traveling the globe battling pollution, ignorance, and greed, with an eye on saving the world. Following Suzie’s lead, you can scour the globe in search of options—from more sustainable destinations like Korea, Tenerife, and Norway to an airline that’s doing its part such as United—that are great for intrepid travelers, and better for the earth herself.

Looking to South Korea’s past

Korean Buddhist cuisine can be both sustainable and delicious.

Photo credit: Cultural Corps of Korean Buddhism

Sustainable Suzie’s first stop is South Korea, where sustainability has been a fundamental part of Buddhist life for more than 1,600 years. Focusing on a plant-based, zero-waste diet, dedicated monks live their lives with a minimal footprint on temple grounds, proving that food doesn’t have to be complicated, exotic, or harmful to the environment to be delicious.

Those interested in immersing themselves in the Buddhist lifestyle are in luck: Templestay offers travelers the incredible opportunity of choosing from several Buddhist temples located throughout South Korea, where they can learn from monks while participating in daily monastic rituals and enjoying their meals in harmony with nature.

Those looking for a more comprehensive view of the country, past and present, might instead opt for Alexander + Roberts’ eight-day “ Korea Discovery ” tour. This voyage begins in Seoul, where guests can view the changing of the guard at the city’s 500-year-old Gyeongbokgung Palace or taste a kaleidoscope of cuisine from some 5,000-odd vendors at Gwangjang Market, one of the first–and largest–in the nation.

Moving southeast to the coastal city of Gyeongju, visitors can scale Tohamsan Mountain en route to Seokguram Grotto, a UNESCO World Heritage Site featuring an 8th-century monumental statue of the Buddha overlooking the sea. Later, at Golgulsa Temple, you can train in the Buddhist martial art called sunmudo , partake in a monastic tea ceremony, and enjoy a healthy, traditional lunch onsite.

Letting nature shine in Tenerife

Tenerife is rife with natural splendors.

Photo credit: Tenerife Tourism

Following Sustainable Suzie to Europe, our next stop is off the coast of Spain in Tenerife, the largest of the Canary Islands. Those awestruck by its wild beauty should keep in mind that it takes considerable effort to keep things so pristine.

The Island Council of Tenerife works to strike a balance between tourism and nature, fighting to stave off climate change’s impact while using travel funds to help combat local poverty and inequality. The Council does so through public projects that touch on everything from gastronomic preservation to waste management, earning Tenerife the designation of a Biosphere Tourism Destination by the Responsible Tourism Institute in 2021.

The island’s “Zero Footprint” policy, with nearly half of its land under strict environmental protections, makes it an extremely attractive destination. Tenerife’s western waters, recognized by the European Union as the Teno-Rasca Marine Strip Special Conservation Area, boast 21 species of whales and dolphins, as well as a bounty of turtles and seabirds.

Spain’s highest peak is in Teide National Park, under which lies a cave containing Europe’s largest lava tubes just waiting to be explored. If that’s not enough, visitors can enjoy 185 miles of bike trails throughout the island’s forests, capped off by a visit to one of its many historic towns, such as the UNESCO World Heritage Site of San Cristobal de La Laguna.

Those traveling on their own to Tenerife can look to the expertise of a travel advisor who can work with a USTOA tour operator such as GOGO Vacations to design an itinerary that suits their needs. Want to spend some time in the capital of Santa Cruz de Tenerife, visiting Calatrava’s trailblazing, sea-facing Auditorium of the Sea or the epic Museum of Nature and Man? Perhaps you’d prefer to spend your time in the Biosphere Reserve Anaga Country Park for mountainous hikes and refreshing ocean plunges? In working with travel experts, you can do all of this and more, getting the most out of Tenerife while doing your part to protect the island’s beauty for generations to come.

Norway’s future remains prehistoric

Getting intimate with the Aurora Borealis

Photo credit: Hans Petter Sørensen and FarOutFocus/Visit Norway

On this issue’s final stop, Sustainable Suzie heads to Norway to spend nights gazing at Northern Lights. However, travelers shouldn’t overlook the land that lies beneath those cosmic colors. At the heart of any trip should be visiting one of the nearly 1,200 fjords comprising Norway’s 18,000-mile coastline, each a narrow inlet carved into mammoth mountains by the gradual melting of prehistoric glaciers.

Derived from Old Norse for “passage,” these waters have been well-traversed for eons, but of late, Norwegian tour companies have been turning to electric and hybrid-electric ferries with underwater drones, ensuring that passengers can appreciate wildlife with low-to-no emissions, limited sound pollution, and minimal environmental disturbance. The belief is that by supporting innovation and sustainability, everyone benefits in the long run, not just environmentally and economically, but educationally as well.

Goway Travel’s Highlights of Norway tour offers guests five full days to explore the cultural and natural side of the country, fjords and all. Starting in the western city of Bergen and ending in Oslo, it offers ample time to take in Norway’s historic hotspots including a visit to Bryggen Harbor, a 12th-century trade center and one of few remaining examples of Hanseatic wooden architecture.

Of course, travelers also see the country’s rugged fjords, namely Aurlandsfjord and Nærøyfjord, with their narrow cliff faces reaching nearly 5,000 feet high, surrounded by native flora and fauna, dramatic waterfalls, and underwater moraines (masses of rocks and sediment deposited by glaciers) that help define Norway’s legendary landscape.

Getting there and staying there

The greener skies

Photo credit: United Airline

Mitigating the effects of traveling long distances puts particular pressure on aviation. As Air Transport World’s 2021 Eco-Airline of the Year, United Airlines is committed to protecting its destinations for generations to come—ambitiously pledging to cut 100 percent of greenhouse emissions by 2050.

Since 1990, United improved fuel efficiency by 45 percent through initiatives, from streamlining fleet weight to single-engine taxiing, which equates to a savings of upwards of five million gallons of fuel yearly. In forming the Eco-Skies Alliance, the airline sets the tone for corporate partners to take steps toward sustainability too through carbon-reducing policies and technologies.

For the airline’s part, this involves the development of zero-emission, hydrogen-electric aircraft, as well as carbon capture as they continue to scale up the usage of sustainable aviation fuels, which the airline claims will emit up to “80 percent less carbon on a lifecycle basis.” Flight efficiency also helps reduce carbon footprint, and United offers multiple direct flights to Korea, Tenerife, and Norway so you can ensure the path to these more sustainable destinations is as sustainable as possible too.

To Seoul, United offers a daily flight from San Francisco direct to Seoul, as well as other nonstop routes from Los Angeles, Honolulu, New York, and Toronto through Asiana, part of the Star Alliance. And the airline flies direct from Newark to Tenerife three times weekly. Also departing from Newark and available three days per week, United has flights to Bergen, and it has frequent direct options from Newark to Oslo with Star Alliance member Scandinavian Airlines.

Choosing better airlines, USTOA tour operators, and other more ethical ways to see destinations that are also doing their part to help us travel more responsibly is one key step in bucking the trend of what the World Meteorological Organization says is a five-fold increase in climate and weather-related crises over the last fifty years. Travel can be a force for good—for the planet and travelers alike—if we can learn from the responsible practices of our neighbors to forge onward, in the spirit of that great superhero named Sustainable Suzie, in pursuit of a better world.

Visit USTOA’s website to follow Sustainable Suzie’s travels , discover tour operators, and inspire your own responsible, epic adventure!

Tourism Trade Associations

Tourism and travel is a challenging and unique business. Within the course of a single hour you may help one client plan a road trip to the California Central coast , and then book a couple for a romantic escape to the archaeological sites of the Mundo Maya and end up creating a family adventure on New Zealand's North Island . No other business demands more accurate information about geography, culture, and current events in distant places than the travel industry. Clients count on tourism professionals for up-to-date information that can make or break a vacation.

Most travel and tourism industry professionals recognize that trade associations and organizations can provide valuable contacts, networking opportunities, and information. The following list identifies some of the organizations dedicated to helping tourism and leisure travel specialists excel.

Adventure Travel Trade Association (ATTA)

ATTA is an international association of travel agents, tour operators, destination managers, service providers, and other travel professionals dedicated to creating sustainable adventure tourism opportunities for the hiking, biking, climbing, jumping, and exploring subsets of travelers.

American Society of Travel Advisors (ASTA)

ASTA is the world's largest association of travel professionals. It is very active in lobbying, education, and networking. Each year, it hosts the Travel Global Convention.

Association of British Travel Agents (ABTA)

ABTA is the premier trade association for travel agents, tour operators, and travel service providers who work with clients from or traveling to the nation that invented tourism.

Association of Independent Tour Operators (AITO)

AITO is an association of more than a hundred independent tour operators serving the British market with a wide variety of tours and holidays throughout the world.

Association of National Tourist Offices and Representatives (ANTOR)

ANTOR is a London-based association of the tourism offices of some 60 different nations. Its ​website contains contact information, including telephone numbers, for each member's tourism office, as well as useful links and information concerning tourism opportunities.

Cruise Lines International Association (CLIA)

CLIA is the largest cruise industry trade organization in North America. Representing the interests of member cruise lines, 100 Executive Partners, and more than 14,000 travel agencies, CLIA participates in the regulatory and policy development process affecting the cruise industry. The annual CLIA-sponsored Cruise3Sixty trade show is one of the most popular cruise industry events in the country.​

National Tour Association (NTA)

NTA describes itself as "the leading association for professionals serving travelers to, from and within North America." NTA members include more than 1,500 tour operators offering more than 600 destinations in 40 countries.

Association for Tourism and Leisure Education and Research

Founded in 2004, ATLAS is an association of educational institutions, research groups and individuals studying tourism and leisure travel. Operating through regional subsidiaries in Europe, Africa, the Asian-Pacific region and the Americas, ATLAS conducts research and presents seminars on a wide variety of subjects including backpacking tourism, cultural tourism, gastronomy tourism, religious tourism and pilgrimage, spa and wellness tourism and volunteer tourism.

European Technology and Travel Services Association (ETTSA)

ETTSA represents and promotes global distribution systems (GDSs) and travel distributors before relevant stakeholders in Europe. The organization is based in Brussels and supports the goals of transparency, fair competition, and consumer choice in the travel distribution chain.

The Tourism Society

The Tourism Society is a UK-based society of tourism industry professionals focused on issues concerning career development, education, and networking.

World Tourism Organization (UNWTO)

UNWTO is the United Nations organization charged with promoting sustainable, profitable international tourism. It offers sophisticated business analysis and trend prediction tools, as well as a forum for lobbying to influence international tour and travel policy. UNWTO members include 155 countries and more than 400 affiliate members representing the private sector, educational institutions, tourism associations, ​and local tourism authorities. Its website and downloadable reports offer a wealth of information. Sign up for its mailing list to keep on top of international news affecting the tourism and travel industry.

United States Tour Operators Association (USTOA)

USTOA is a professional trade association founded in 1972 by 10 wholesalers. Today, its members include some of the most distinguished tour operators and brands in the United States. The primary goal of the USTOA, which is based in New York, is to promote tour operator integrity.

World Travel and Tourism Council (WTTC)

The WTTC is a global authority on the economic and social contribution of travel and tourism. Its members include industry leaders representing 100 of the world's foremost travel and tourism companies.

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