Travel Advisor Membership Update
An Update on ATTA Membership for Travel Advisors
ATTA is evolving its membership structure to better focus on delivering clear, meaningful value to our members—while continuing to welcome Travel Advisors as active participants in the adventure travel ecosystem.
Travel Advisors will continue to be welcome as buyers at all ATTA events, and there is no change to your ability to apply, attend, or engage in ATTA marketplaces and programs.
As part of this evolution, ATTA will be transitioning away from a dedicated Travel Advisor membership category, while maintaining open access to events and clear pathways for deeper engagement where aligned, as business members category within tour operators benefits.
What’s Changing (and What’s Not)
- The Travel Advisor membership category will transition through 2026 and will no longer exist after December 31, 2026
- Travel Advisors will continue to be welcome as buyers at all ATTA events and as members when aligned with tour operators benefits
- Effective immediately, ATTA is no longer accepting:
- New Travel Advisor memberships
- Renewals in the Travel Advisor category - A transition period will run from April 1 through December 31, 2026
How Travel Advisors Can Stay Engaged with ATTA
As Buyers at ATTA Events
Travel Advisors are encouraged to apply as buyers at all ATTA events and marketplaces. This remains a core and ongoing way for Travel Advisors to engage with ATTA.
Business Membership (Where Aligned)
Travel Advisors who operate as tour operators, product-owning companies, or businesses aligned with ATTA’s Business Member model—and who see value in the benefits offered to that business type—are welcome to apply for Business Membership.
ATTA Network
All Travel Advisors are welcome to remain connected through the ATTA Network, receiving industry updates, content, and communications without a paid membership.
Why ATTA Is Making This Change
ATTA’s membership model is designed to support organizations actively involved in product development, operations, and B2B collaboration. At this time, we are not able to deliver Travel Advisor–specific membership benefits at the level we expect for members.
This evolution allows ATTA to:
- Focus membership resources where they deliver the strongest value
- Maintain clear distinctions between event participation and membership
- Continue welcoming Travel Advisors as buyers and industry participants
We value the role Travel Advisors play in selling adventure travel and look forward to continued engagement through ATTA events and the Network.
Questions?