The AITO also influences policy that affects consumers and travel industry; particularly initiatives related to independent tour operators.

To become a member, AITO tour operators must have consumer protection[clarification needed] in place.

Through this requirement, its Quality Charter and promotion of sustainable tourism and DEI initiatives, AITO upholds high standards within the travel industry.

The 5-year programme was designed in partnership with the University of Surrey and Sustainable Tourism thought leader Professor Xavier Font.

On Tuesday 23 February 2016, AITO celebrated its 40th anniversary at a special dinner at the Royal Horseguards Hotel in London.