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Mission & Core Values and Code of Ethics

NTA’s operating principles are based on shared beliefs, a promise, and a mission.

What we believe: As a community of diverse people, we work together to improve our businesses, to better serve our clients—and the communities that host them—and to protect our planet.

What we promise: NTA strives to create an environment that is welcoming to all tour and travel professionals who seek to grow business opportunities, and to present educational experiences that nurture equitable and sustainable business practices.

Our mission: NTA seeks to lead the responsible growth of travel to, from, and within North America by connecting diverse professionals and enhancing the travel experience, always considering our impact on communities and the planet.

We base our actions, policies, and relationships on a set of core values:  

  • Integrity: NTA demonstrates and advocates for consistent and uncompromising adherence to strong ethical principles and values.
  • Sustainability: NTA strives for responsible growth that balances the needs of people, profitability, and the planet.
  • Inclusivity: NTA recognizes that professionals go through life with different experiences, strengths, and challenges. By inviting and listening to representatives from an array of sectors, businesses, and communities, NTA becomes a stronger organization for its members.
  • Collaboration & Teamwork: NTA facilitates environments and opportunities for people and organizations to work together, creating something greater than what can be achieved individually.
  • Learning & Innovation: NTA strives to constantly evolve, respectfully and strategically seeking new ideas and perspectives.

  • Code of Ethics

    Preamble

    The National Tour Association requires that its members treat others in a respectful, professional manner, in accordance with the NTA Code of Ethics and Professional Responsibility, and for them to be inclusive of people of all backgrounds and abilities, regardless of race, ethnicity, gender expression, sexual orientation, neurodiversity, political affiliation, or faith/religion.

    All NTA members, both the member organization and its duly appointed representatives, are obliged to follow these codes. NTA members shall be guided in all professional and personal activities by truth, accuracy, honesty, fairness, and integrity, which shall promote public confidence in NTA.

    Members shall assist in maintaining the integrity of NTA’s Code of Ethics and Professional Responsibility.

    Code No. 1 (Professional Conduct)

    • A. NTA members shall obey all applicable laws. It is each member’s responsibility to be aware of applicable laws.
    • B. NTA members shall adhere to all NTA regulations and to NTA’s Core Values as agreed upon when joining the association and registering for NTA events.
    • C. NTA members shall not engage in any act or omission of a dishonest, deceitful, or fraudulent nature.
    • D. NTA members shall avoid conduct or activity which causes harm to others or negatively impacts public confidence in NTA. NTA members shall demonstrate and uphold NTA’s values of integrity, sustainability, inclusivity, collaboration & teamwork, and learning & innovation.
    • E. NTA members shall not disparage the business activities of any participant in the packaged travel industry.

    Code No. 2 (Business Practices)

    • A. NTA members shall support, develop, assemble, and/or complete Packaged Travel planning on the basis of strong ethical principles and values.
    • B. All information (static and/or digital) provided by NTA members shall be complete and accurate. NTA members shall not mislead those with whom they do business.
    • C. All solicitation materials and agreements (including contracts, memorandums of understanding, letters of intent, etc.) used by NTA members shall contain sufficient, clear, and understandable information to allow all parties to make informed decisions.
    • D. NTA members shall use NTA’s logo in an ethical manner in accordance with these codes of conduct.
    • E. NTA members shall keep its stakeholders, customers, and partners reasonably informed and provide communications and information in a prompt and timely manner.
    • F. NTA members shall provide reasonable accommodation to ensure equal access to information for individuals with disabilities.


    Code No. 3 (Member Accountability)

    • A. NTA members shall report violations of NTA’s Code of Ethics and Professional Responsibility through the NTA Complaint Process.
    • B. NTA members shall not retaliate against those who report alleged violations.

    Revised as of May 17, 2024

  • Travel Exchange is worth every penny. The networking is great, and there is always business to be made to show ROI for your decision makers. The investment is worth the reward. Cory Mace, Badger Bus
  • What NTA does is provide the right buyers. They provide the right people who make decisions. This is what makes this organization one I can’t afford to take off my list. John Stachnik CTP, Mayflower Tours, NTA member since 1979
  • I came to NTA to build a business, and that’s exactly what it did for us, as sales came in. For me, it’s the only outlet for new ideas. Matthew Squire, Select Travel Service (UK), NTA member since 2002
  • The No. 1 member benefit of NTA has to be all the great professional and personal connections we’ve made over the past decade. Taunya Wolfe Finn, CTP, Wolfe Adventures & Tours, NTA member since 2005
  • We have not found a more reliable, more profitable or more consistent tourism venue in which to acquire new business than NTA. Diane Hohnstein, Hospitality Management Services, NTA member since 1999
  • You guys at NTA have the best bunch of members I have ever come across. I had one of my best shows ever. Everybody was so nice and welcoming, and the organization of the event was spectacular. I am so happy to be a member and be assured of my continued support in the future. Bernard O'Reilly, Joe O'Reilly Ireland DMC
  • NTA events provide us with beneficial networking with many top tour operators. It’s national and international in scope providing a global perspective. Tim and Elaine Moulder, Brilliant Edventures, NTA member since 2015