Our Mission

“USTOA sets the standards for integrity in tourism and furthers the interest of its members through government advocacy, education, benefits and networking.”

USTOA was started to foster trust in tour operators. Its motto, “Integrity in Tourism,” requires members to adhere to the highest standards in the industry. Among these is the principle of ethical conduct, which requires members to conduct business according to a set of professional standards.

Additionally, members must represent all facts, conditions and requirements relating to tours and vacation packages truthfully and accurately.

Truth in Advertising requires that members advertise and quote prices which are totally deliverable, accurately identify facilities, accommodations and services, and communicate any substitutions promptly to the travel advisor and/or their client.

Members must also demonstrate ethical and financial responsibility in their business conduct and instill confidence in their financial stability, reliability and integrity.

Among USTOA’s goals:
• Educate the travel industry, government agencies and the public about tours, vacation packages and tour operators
• Protect consumers and travel advisors from financial loss in the event of any Active Member’s bankruptcy, insolvency or cessation of business
• Foster a high level of professionalism within the tour operator industry
• Facilitate and develop travel on a worldwide basis

Book members with confidence:
To identify a USTOA Active Member company, look for the USTOA Active Member logo on the company’s tour literature and in their ads. For literature to distribute to your clients, visit USTOA’s website: www.USTOA.com