United States Tour Operator Association

Established in 1972 by a collective of California tour operators, the United States Tour Operators Association (USTOA) pioneered consumer protection in the travel industry. Its 1976 creation of the first dedicated fund evolved into the USTOA $1 Million Travelers Assistance Program, which mandates each active member set aside $1 million to safeguard consumer deposits and payments against bankruptcy or insolvency. Recognized as a leading program of its kind, it carries the endorsement of the United States Government's Consumer Action Handbook. Operating under the motto 'Integrity in Tourism,' USTOA’s mission centers on educating the travel industry and public on vacation packages, fostering operator professionalism, and promoting responsible global travel. Its over 143 member organizations – a substantial portion of the North American market – adhere to a strict code of ethics, ensuring truthful representation of tour facts and prices, alongside ethical and financial responsibility. The association also actively advocates for tourism, collaborating with agencies like the Department of Transportation and the U.S. State Department to champion open borders. It further supports members with networking events, such as its Annual Conference & Marketplace, and provides resources for sustainability and diversity, equity, and inclusion initiatives.