What is IITA?

The International Inbound Travel Association (IITA) is the nonprofit trade association for international inbound travel to the United States. IITA members include U.S. Inbound Operators (also known as Receptive Tour Operators or DMCs - Destination Management Companies), DMOs (Destination Marketing Organizations), and Suppliers (Accommodations, Transportation, Attractions, Restaurants, etc.) from across the country.

International inbound travel encompasses several types of travel experiences, including group tours, independent travel, customized itineraries, special-interest tours, incentive travel, and other leisure and business-related experiences. These trips may be arranged as packaged tours, customized FIT (Fully Independent Travel) itineraries, or individual services booked as part of a larger travel experience. International visitors may travel in groups or independently, but their U.S. experiences often rely on a network of travel trade partners working behind the scenes.

How International Travel Distribution Works

The international travel trade is the global network of organizations that work together to bring visitors from around the world to destinations. Rather than relying solely on direct sales to individual travelers, many U.S. travel businesses reach international visitors through a business-to-business (B2B) distribution system.

This distribution network typically begins with International Tour Operators, Wholesalers, and Travel Advisors who market and sell travel experiences to consumers in their home countries. These international buyers often work with U.S. Inbound Operators, who contract with U.S. destinations and travel suppliers to develop, package, coordinate, and deliver bookable travel experiences. Inbound Operators may arrange accommodations, transportation, attractions, dining, sightseeing, guides, and other services, bringing individual components together into a seamless itinerary.

Distribution channels can vary depending on the type of travel being arranged:

• Group tours: International Tour Operators and Wholesalers work with U.S. Inbound Operators to arrange multi-day itineraries for groups traveling together.
• Fully Independent Travel (FIT): International Tour Operators, Wholesalers, and Travel Advisors arrange customized or individual travel experiences, often relying on U.S. Inbound Operators to secure accommodations, activities, transportation, and other services.
• Special-interest and niche travel: Buyers work with Inbound Operators and U.S. suppliers to develop experiences centered on interests such as culinary tourism, history, culture, outdoor recreation, sports, and other specialized activities.
• Meetings, incentives, and other specialized programs (MICE): International buyers may partner with U.S. Inbound Operators or Destination Management Companies (DMCs) to coordinate transportation, accommodations, activities, events, and on-the-ground logistics.

This business-to-business distribution system has evolved over more than a century—from handwritten itineraries and fax machines to today's digital platforms and real-time connectivity—but its fundamental purpose remains the same: connecting international travelers with memorable U.S. experiences through trusted industry partnerships.

How IITA Supports the Distribution Network

As the leading trade association representing U.S. Inbound Operators, IITA strengthens this global distribution network by connecting international buyers with qualified U.S. Inbound Operators. Through resources such as the Inbound Insider magazine, the InSite on America newsletter, the Travel Trade section of the IITA website, including lead generation through the USA Travel Product Assistance Form, participation in international trade shows, and relationships with Visit USA offices worldwide, IITA assists international operators in discovering trusted U.S. partners and travel products.  

By facilitating advocacy efforts, education, networking, business development, and access to industry resources, IITA helps strengthen the partnerships that bring international visitors to destinations and businesses throughout the United States.

Mission

IITA’s mission is to grow inbound travel to the USA by providing the best and widest range of product, services and information to the international travel trade. 

A look back to move forward

Beginning as the Receptive Services Association (RSA) in1991, the association was formed to bring together all the major receptive tour operators and suppliers in the New York and New Jersey region. As a result of continuing interest and growth from across the country, RSA grew into a national organization.

Ever expanding its reach and influence, RSA joined forces with the International Travel Services Association (ITSA) to form the Receptive Services Association of America (RSAA) in September 2004. ITSA was formed and founded, similarly, in 1993, by receptive tour operators and destination management companies in Florida.

In 2016, the organization rebranded to become the International Inbound Travel Association (IITA) to reinforce the focus on international travel to the USA and embrace all inbound operators as business models evolve. The rebrand resulted in a stronger, united voice for the sector to address government and industry issues, enhanced and targeted education and training, and networking opportunities with leading inbound business partners.

Today, IITA is involved in a wide range of industry activities, working with suppliers, DMOs, industry organizations and regulatory agencies to improve the quality of travel related services for visitors to the U.S. IITA continues to address economic and public policy issues affecting tourism in collaboration with its members, partners and the industry at large.

More than ever, IITA serves as the bridge to international inbound business and is committed to serving the needs of its members and to advancing the industry as a whole.

Code of Ethics

As a member of the International Inbound Travel Association, my company and its representatives will…

• educate our management and staff to effectively operate business partnerships with fellow members,
• be guided in all of our activities by truth, accuracy, fairness and integrity,
• honor all our commitments to fellow members, clients and partners
• avoid business practices which could be damaging to fellow members,
• avoid activities which would create a conflict of interest, and encourage high professional standards of service and conduct by our management and staff.