What will travel look like in the future? For USTOA, this year’s 50th anniversary celebration has been a golden opportunity to look "50 Years Forward." Rather than peering into a crystal ball, the association and its tour operator members, associate members and partners have been advocating for and proactively guiding travelers on a path toward greater sustainability and responsibility. When travel is purposeful—and considering its impact is part of the journey—the positive ripples can be far-reaching.
Goals like protecting the planet for generations of future travelers and promoting inclusivity and diversity require committed, ongoing action. So, this community of travel leaders will continue building upon its award-winning efforts to educate industry pros and the traveling public about gentle, meaningful ways to explore the incredible world we share. These 50th-anniversary initiatives are just the start.
A panel of judges unanimously selected three finalists as the inaugural USTOA Future Lights of the Tour Industry awards. These extraordinary individuals were recognized for working within their companies to champion sustainability and DEI (diversity, equity, inclusion) in ways that impact the global travel landscape.
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The USTOA's roots may be 50 years deep, but 2022's "50 Trees 4 50 Years'' campaign is equally symbolic of the organization's focus on the healthy growth of the travel industry over the next 50 years. Thanks to the USTOA's "family tree" of active tour operator members, 50 trees were planted around the world by partner Destination Management Organizations (DMOs) during the USTOA's 50th year.
Superheroes seem to show up just when the world needs their protection. So, as part of its "50 Years Forward" mission to encourage travelers to tread lightly, the USTOA brought Sustainable Suzie to life. Once travelers flip through the Sustainable Suzie comic book and read her tips for being a more responsible traveler, they're eager to join the fight to make travel more beneficial and less harmful.
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In celebration of its 50th anniversary, the USTOA partnered with Innovation Norway to launch its first Sustainability is Responsibility (SIR) summit in Bodø, Norway, in May of 2022. Delegates came together to share innovative approaches and best practices and to plant the seeds of future, mutually beneficial collaborations that will ensure a more sustainable future for the travel industry.
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The USTOA's blog has always been a source of travel inspiration, and in 2022, it evolved to become a more dynamic place for not only tour operator members but associates to share their stories related to sustainable travel and purposeful journeys that preserve natural and cultural treasures and support local economies. Regular posts keep the USTOA's "50 Years Forward" messaging in front of an audience that cares deeply about the travel decisions they make.
READ THE BLOGThe USTOA and its partner, Innovation Norway, were named Travel Vanguards by AFAR in 2022 for their efforts to combat climate change via the first Sustainability is Responsibility summit. The award recognizes the two organizations as visionaries that are leading the way toward lasting, positive change in the travel industry.
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