USTOA News

NEW YORK (December 11, 2024) – An economic impact study by PriceWaterhouseCoopers LLP (PwC) finds evidence that initiatives championed by the United States Tour Operators Association (USTOA) are reverberating through the travel and tourism industry. Nearly three fourths (71%) of tour operator members surveyed are fairly to very confident their organization is taking sufficient actions to address sustainability issues to remain competitive, an increase of 8% since this question was last posed in 2022. 

According to the 2024 study, the vast majority of USTOA Active Members have a formal or informal sustainability strategy, with 19% asserting sustainability is fully embedded across their entire corporation. Only 8% have no formal sustainability strategy, down from 14% in 2022. Tour operator members overwhelmingly stated that “corporate values and culture” (85%) are the main drivers behind the adoption of a sustainability strategy. Compliance with regulations and policies (39%) made a big jump to third from its sixth-place position in 2022, while "responding positively to global crises" remained in second place, mentioned by 52% of respondents. 

When asked what areas of sustainability their organization is planning to focus on most over the next 12 months, three fourths (75%) of Active Members reported aligning sustainability goals with supply chain and partners. Similarly, 73% of tour operator members said itinerary planning to support local communities will be a priority. Both of these categories surged by more than 10 percentage points since the last study. 

"It has long been our practice to bolster our advocacy efforts by commissioning PwC to quantify our industry's vital economic contributions," says Terry Dale, president & CEO of USTOA. "More recently, we've been passionate about measuring our progress in the areas of not only sustainability but diversity, equity and inclusion," he says, adding, "These are the true barometers of the health of our industry, and by examining where our members are in their efforts, we're better able to guide them toward policies and practices that ensure widespread, long-term access to travel employment and experiences." 

USTOA also asked its tour operator members to report the areas in which their organization has made commitments:    

• More than half (58%) have made gender equality and demographic diversity commitments; 
• Fewer Active Members have made carbon-neutral and net-zero commitments (19%), while 25% have made commitments to independently audited ESG (environment, social, and governance) reporting, up from 16% in the 2022 study. 

DEI Policies 

Active Members say their organizations have made further progress toward formalizing policies covering gender and race and ethnicity, with 83% adopting such policies, up from 75% two years ago. Three fourths (75%) of Active Members have LGBTQ+ policies in place, and nearly that many have documented guidelines related to age (71%) and seen or unseen disabilities (71%). Gains were made across all categories since the last survey, including faith and religion, for which 64% now have documented practices. 

USTOA Active Members resoundingly see the travel and tourism industry as one that respects individual differences (90% agree) and that can help address diversity, equity, inclusion and justice issues in wider society (89% agree). 

A new survey question in 2024 offers data about tour operators' efforts to accommodate travelers with disabilities or limited abilities. More than two thirds (69%) of Active Members offer accessible accommodation options, while more than half (56%) have accessible transportation. Nearly half (46%) will customize tour itineraries for different ability levels. 

"Our members' commitment to DEI initiatives has strengthened," Dale affirms. "USTOA continues to educate members about best and emerging practices, and we share their belief that we have a leadership role to play in ensuring travel employment and enjoyment is accessible for all," he says. 

The PwC research was released at USTOA’s Annual Conference & Marketplace, held at the JW Marriott Marco Island Beach Resort in Marco Island, FL from December 9-13, 2024.  The survey was conducted between July 18 and October 11, 2024, with a 96% participation rate. 

Looking Ahead 

At the conference, USTOA also announced that it will hold the fourth Sustainability is Responsibility (SIR) Summit in Valencia, Spain from April 27 through 30, 2025. In partnership with Turespaña and the Region of Valencia, the event fosters collaborations and cultivates a sustainability mindset through shared insights, all with an eye toward protecting the planet and shaping the future of travel. 

Dale added, “This summit represents a significant opportunity for our members to collaborate participate in cross-sector learning, and collectively set the path for a more sustainable future for the travel industry.  Together with our partners at Turespaña and the Region of Valencia, we are committed to fostering a culture of sustainability that benefits our industry and preserves the environments of the destinations we serve.” 

For more information on USTOA, visit www.ustoa.com.   

About USTOA:    

Representing $24.4 billion in revenue, the member companies of U.S. Tour Operators Association provide tours, packages and custom arrangements that allow 8.4 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 50 years, USTOA also provides education and assistance for consumers and travel advisors.  

Contact:  

Gina Dolecki/Gabrielle Naucke   

Redpoint  

212-229-0119  

dolecki@redpointmarketingpr.com /naucke@redpointmarketingpr.com 

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