Tour operator G Adventures, known for its commitment to community tourism, has joined the U.S. Tour Operators Association.
The association now has 51 active members representing 144 brands, said USTOA president and CEO Terry Dale.
G Adventures was founded in 1990 and offers some 900 trips in 100 countries with a focus on community tourism, aiming to create benefits for communities where the tour operator visits.
"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," Dale said. "Their dedication to sustainability and community engagement aligns seamlessly with USTOA's commitment to creating a responsible future for travel and tourism."
G Adventures recently unveiled more than 100 new trips for this year, including to Pakistan, a first for the operator. Travelers will visit the Thallay Valley, which is not frequently visited by tourists.
"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," said Steve Lima, the tour operator's vice president of growth for the U.S. and Latin America. "Together we can use tourism to foster connection, understanding and positive change in our world."