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Mission & Values

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.
  • 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