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Mandate, Mission, and Vision

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Mandate

To ensure consumers have professional and meaningful travel counselling by providing effective leadership in a number of key strategic areas on behalf of the retail travel industry members.

  • Advocate – In the best interests of the retail travel industry to government, suppliers, and other organizations through one strong voice.
  • Educate and Elevate – Industry standards and professionalism through certification, accreditation, and other learning opportunities.
  • Promote – The value of the retail travel industry to the travelling public, actively positioning the travel advisor as the authority in travel; and promote the benefits and opportunities of an exciting and rewarding career as a travel advisor.
  • Connect – Our members with the information, contacts, and programs they need to be more effective.

Mission

To represent the unified voice of Canadian travel agencies, independent travel advisors, and other travel professionals through strategic advocacy, education, certification, and active member engagement.

Vision

To be recognized as a primary catalyst for the success of the industry ensuring that travel agencies and travel advisors are thought of as vital and expert travel resources.