Its members are made up of companies who provide services worldwide but who conduct business in the U.S. As a voice for the tour operator industry, USTOA represents this sector in matters pertaining to the travel industry as a whole, both in the U.S. and abroad.

Among USTOA's goals are consumer protection and education,[1] and its standards and work in this area have earned USTOA the endorsement of the United States Government's Consumer Action Handbook.

[2] In 2022, USTOA, alongside other nonprofit associations within the travel industry such as ASTA and U.S. Travel, actively advocated for the elimination of the inbound pre-travel testing requirement imposed by the United States.

[3][4] USTOA's membership consists of companies that must meet a number of ethical and financial criteria,[5][6] including participation in the USTOA $1 Million Travelers Assistance Program, which among other things protects consumer payments up to $1 million in case the company files for bankruptcy, insolvency or cessation of business.

[7][8] The association currently has a membership base of over 143 organizations, which encompasses a diverse range of companies such as Abercrombie & Kent, Adventures by Disney, The Travel Corporation USA,[9] Viking Cruises, Windstar Cruises[10] and WorldStrides.