G Adventures Joins USTOA as Newest Active Member

Small group tour operator G Adventures has become the 51st active member of the United States Tour Operators Association (USTOA).

As a member of the USTOA, G Adventures will have access to the organization’s Travelers Assistance Program, which protects consumer payments up to $1 million if the company goes out of business.

The USTOA announced the news in a press release on Monday (April 28).

“USTOA is proud to welcome G Adventures as an Active Member of USTOA,” said Terry Dale, USTOA president and CEO. “As a leader in small-group adventure travel, G Adventures has set the standard for responsible tourism—championing locally owned accommodations, guides, and businesses to ensure travel directly benefits the communities it touches. Their dedication to sustainability and community engagement aligns seamlessly with USTOA’s commitment to creating a responsible future for travel and tourism.”

The USTOA is a voice for the tour operator industry, and currently represents 144 brands. Recently, the organization announced a new coalition to bolster U.S. and Canada cross-border tourism, and is holding its annual Sustainability is Responsibility summit in Valencia from April 27 to 30.

“As the pioneer of community tourism, we at G Adventures understand the power of travel as a force for good, and we are thrilled to join USTOA and its venerable collection of tour operators,” said Steve Lima, G Adventures’ vice president of growth for US and Latin America. “Now more than ever, our shared values of integrity and sustainability are needed, and we are excited to work alongside our industry’s advisors to amplify this message. Together we can use tourism to foster connection, understanding and positive change in our world.”