USTOA's motto is "Integrity in Tourism." Accordingly, the association has established some of 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 agent 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 are to:
- Educate the travel industry, government agencies, and the public about tours, vacation packages, and tour operators
- Protect consumers and travel agents from financial loss in the event of a member's bankruptcy or insolvency
- Foster a high level of professionalism within the tour operator industry
- Facilitate and develop travel on a worldwide basis
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USTOA is dedicated to protecting the world's treasures for future generations
of travelers. Visit the Tourism
Cares website for more information.