USTOA Tour Operator Members are Asking Travelers “Why?” Instead of “Where?”

Published on : Thursday, November 2, 2017

image004 (2)In 2017, the United States Tour Operators Association (USTOA) embarked on a journey to discover not where to travel but instead asked the question “why do you travel?” Through a curated collection of articles and in-depth videos, USTOA uncovered why guests on four different USTOA tour operator member itineraries continue to travel the world.


“The first question people typically ask when planning a vacation is ‘where do I want to go?’ But knowing what travelers want to get out of their trip is equally as important as the destination,” said Terry Dale, CEO and president of The United States Tour Operators Association. “Our tour operator members believe it’s critical to ask “why,” finding the emotional connections people seek when exploring the destinations and cultures they plan to visit.”


USTOA’s Why We Travel videos and blog stories can be found at as well as and Travelers can follow the adventures on Instagram and Twitter using #traveltogether or by visiting USTOA’s Facebook page.


Following are a few testimonials to inspire other travelers to ask themselves the same question.






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