Travel and Tourism Research Association

What Travel and Tourism Research Association does

The Travel and Tourism Research Association (TTRA) is a non-profit professional membership association founded in 1970, headquartered in the United States, that has served the global travel and tourism research community for over 50 years. TTRA's primary function is to convene and credential the research community through annual conferences (the flagship International Conference, the Marketing Outlook Forum, and eight regional chapter conferences spanning Asia Pacific, Canada, CenStates, Europe, Greater Western, Hawai'i, North East, and Southeast), an awards and recognition hierarchy (Lifetime Achievement, Distinguished Researcher, MMGY Shifflet, J. Desmond Slattery, Keeling Dissertation, Goeldner Article of Excellence), and the inaugural TTRA Fellows Program announced in June 2026. The organization serves three primary member segments — university academics, professional practitioners (DMO staff, tourism marketers), and research experts — supplemented by Destination Marketing Organizations and graduate students.

TTRA's product portfolio centers on convening and content rather than proprietary technology. Core offerings include the Annual International Conference (56th edition in Greenville, SC, June 2026; 57th in Seattle, June 2027), the Marketing Outlook Forum, eight regional chapter conferences, the Think Tank Initiative series (DMO Data Toolbox, U.S. Tourism Workforce, Diversity Data Gaps), the Journal of Travel Research partnership with SAGE, TTRA Proceedings archived at ScholarWorks@UMass Amherst, and a partner-driven webinar series. The organization does not develop proprietary technology; its distribution runs through a self-serve membership portal (ttra.memberclicks.net), the Whova conference platform, social channels (LinkedIn, Facebook, Instagram), email newsletters, and a 15+ partner ecosystem of DMO data and technology vendors.

Revenue is generated through three streams: recurring annual membership dues (retiree tier disclosed at $50/year; professional tier undisclosed), conference and event registration fees across the international and eight regional chapter conferences plus the Marketing Outlook Forum, and corporate sponsorships from data and research vendors. Membership grew 49% from 677 members in 2022 to 1,009 in 2023, and the organization is governed by an elected International Board of Directors with no external parent or private equity ownership.

Name

Travel and Tourism Research Association

Legal name

Travel and Tourism Research Association

Website

https://ttra.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

1–10 employees

Short description

Travel and Tourism Research Association (TTRA) is a 50-year-old non-profit professional membership association serving approximately 1,009 global travel and tourism researchers, academics, and DMO practitioners through annual international conferences, eight regional chapters, and an awards and Fellows credentialing program.

Ownership category

akta.pro rank

Product category

Professional Association Services

NAICS

Business Associations (813910), Convention and Trade Show Organizers (561920)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Association & Society Conference Management (Nonprofit, Professional Bodies) (THAHACAA)

akta.pro secondary industry

Sponsorship, Exhibitor & Partnership Management Services (THAHACAK)

Keywords

• Travel tourism research
• Professional association services
• Conference and events
• Industry networking membership
• Destination marketing research

Headquarters

HQ city

Whitehall

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Dues: TTRA generates revenue through annual membership dues from professionals, academics, and practitioners in the travel and tourism research field.
2. Conference and Event Fees: Revenue from registration fees for the Annual International Conference, regional chapter conferences (Asia Pacific, Canada, CenStates, Europe, Greater Western, Hawai'i, North East, Southeast), Marketing Outlook Forum, and various webinars.
3. Awards and Sponsorship: TTRA generates revenue through sponsorships of conferences and awards programs, with sponsors gaining visibility among tourism research professionals.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

TTRA is a non-profit professional association that provides travel and tourism researchers, academics, and destination marketing practitioners with membership access to an annual international conference, the Marketing Outlook Forum, eight regional chapter conferences, awards and recognition programs, the TTRA Fellows honor, Think Tank Initiatives, and the affiliated Journal of Travel Research. Its commercial offerings are structured as dues-paying membership and paid event registrations that fund networking, professional development, research dissemination, and peer recognition across the global travel and tourism research community.

Product overview

TTRA operates as a membership-based professional association offering a comprehensive portfolio of programs and services. The core offerings include the annual International Conference, Marketing Outlook Forum, and eight regional chapter conferences that serve as networking and knowledge-sharing platforms for travel and tourism researchers. Additional services include the Think Tank Initiative for collaborative research, a comprehensive Awards Program recognizing research excellence and lifetime achievement, the TTRA Fellows distinguished honor program, and membership with access to proceedings, the Journal of Travel Research partnership, career/RFP boards, and educational webinars. TTRA's members collaborate to advance strategic use of research for positive impact on people, places, and society.

Differentiator

Problem solved

Functional benefit

Products and services

• TTRA International Conference Annual flagship conference bringing together global tourism researchers, academics, and industry professionals to share insights, present research, and network, with the 56th Annual Conference held June 24-26, 2026 in Greenville, SC and the 57th scheduled for June 2027 in Seattle, WA.
• Marketing Outlook Forum Annual forum focused on travel and tourism marketing trends and excellence, featuring awards recognizing outstanding marketing achievements including the J. Desmond Slattery Professional Marketing Award, Cheryl Schutz Award, Emerging Leader Rising Star Award, John & Joan Markham Tourism Marketing Award, and Yesawich Award for Marketing Excellence.
• Regional Chapter Conferences Regional conferences organized by TTRA's eight chapters including Asia Pacific, Canada, CenStates, Europe, Greater Western, Hawai'i, North East, and Southeast, providing regionally focused networking and research presentation opportunities for travel and tourism researchers and practitioners.
• TTRA Think Tank Initiatives Collaborative research initiative bringing together tourism researchers, destination leaders, academics, and industry experts to explore timely issues shaping the industry, including the DMO Data Toolbox white paper series, U.S. Tourism Workforce research, and the Diversity Data Gaps initiative.
• TTRA Awards Program Comprehensive awards program recognizing excellence in travel and tourism research, including the Distinguished Researcher Award, J. Desmond Slattery Award, Keeling Dissertation Award, Lifetime Achievement Award, MMGY Shifflet Award for Research Excellence, Charles R. Goeldner Article of Excellence Award, Best Research Paper Award, Best Illustrated Paper Award, Best Qualitative Research Methods Award, Best Reviewers' Award, Best Presentation Award, and Collaborative Impact Award.
• TTRA Fellows Program Distinguished honor recognizing individuals whose careers have demonstrated exceptional contributions to travel and tourism research, education, mentorship, leadership, and service. Inaugural class announced in June 2026 includes Dr. Sarah Gardiner, Dr. Whitney Knollenberg, Dr. Gyan Nyaupane, and Dr. James F. Petrick.
• TTRA Membership Membership program providing access to networking, conferences, awards, educational resources, career and RFP boards, newsletters, and collaboration opportunities for university academics, professional practitioners, and research experts, with retiree membership available at $50 USD per year.
• TTRA Proceedings Published conference proceedings from TTRA annual international conferences archived at ScholarWorks@UMass Amherst Digital Commons, including proceedings from 2022 through 2025.
• Journal of Travel Research Partnership Official journal affiliation providing TTRA members access to the leading academic publication in travel and tourism research, published by SAGE, including the Charles R. Goeldner Article of Excellence Award.
• TTRA Partner Webinar Series Online webinar presentations featuring TTRA partners such as Datafy, Tourism Economics, Future Partners, and Near, discussing event attendance measurement, travel trends, and destination marketing insights for TTRA members.

Quantifiable outcome

• Membership growth of 49% from 677 to 1009 members (2022-2023)

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered minor and core.

• Zartico and Key Data PartnershipminorStrategic or Co-development Partner · 8 December 2023Zartico partnered with Key Data to integrate the world's largest commercially available lodging data set into ZDOS, providing destinations with daily transactional data for short-term rentals and 135+ hotel brands.
• AziraminorGTM or Marketing PartnerAzira is listed as a TTRA partner, sharing commitment to advancing travel and tourism industry through research and insights. Azira participates in TTRA events and is recognized by members.
• DatafyminorGTM or Marketing PartnerDatafy provides attendance measurement for events and destinations. Partnered with TTRA for webinars including 'A New Way to Measure Event Attendance' featuring Tally by Datafy.
• Longwoods InternationalcoreGTM or Marketing PartnerLongwoods International is TTRA's Partner of the Month. Provides trusted research and strategic insights for destinations and tourism organizations. Shares TTRA's commitment to advancing strategic use of research.
• SMAR InsightsminorGTM or Marketing PartnerSMAR Insights is a TTRA partner providing tourism marketing intelligence and research solutions.
• Tourism EconomicsminorGTM or Marketing PartnerTourism Economics provides economic analysis for destinations. Partnered with TTRA for webinars on event attendance measurement and broader destination performance.
• MMGY Travel IntelligencecoreGTM or Marketing PartnerMMGY Travel Intelligence is a division of MMGY Global, serving as a TTRA partner providing proprietary data, research, and insights for travel industry decision-makers including the Portrait of American Travelers.
• Granicus DestinationsminorGTM or Marketing PartnerGranicus Destinations is a TTRA partner providing destination marketing solutions through their Simpleview platform.
• Journal of Travel ResearchcoreStrategic or Co-development PartnerThe Journal of Travel Research is TTRA's official affiliated academic journal, published by SAGE. Features peer-reviewed research and awards including the Charles R. Goeldner Article of Excellence Award.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• World Travel & Tourism Council (WTTC): WTTC is the global forum for the travel and tourism industry, producing widely cited economic impact research and convening global summits. Comparable to TTRA in its research-and-advocacy positioning for the travel sector, but at a larger, CEO-level policy remit.
• US Travel Association: U.S. Travel Association is the national umbrella trade group representing all segments of the U.S. travel industry, including DMOs, suppliers, and hospitality. While broader in scope than TTRA, it competes for the same advocacy, research, and membership mindshare within U.S. DMOs.

Direct peers

• Society of Incentive & Travel Executives (SITE): SITE is an individual-membership association for the incentive travel and meetings industry with global chapters, education, and an annual conference. Its chapter-and-events structure and professional community focus align closely with TTRA's operating model.
• American Society of Travel Advisors (ASTA): ASTA is a U.S.-based trade association representing travel advisors and suppliers, providing advocacy, education, and a major annual conference. While TTRA focuses on research rather than retail travel agents, both are nonprofit trade associations serving the broader travel ecosystem.
• Meeting Professionals International (MPI): MPI is a membership association for the meetings and events industry, operating chapter networks, education, and a major annual conference. Its event-professional community and chapter model parallel TTRA's MICE-adjacent professional development offering.
• Destinations International: Formerly DMAI, Destinations International is the trade association for destination marketing organizations worldwide, organizing annual conventions, professional development, and research programs. It serves the same DMO practitioner segment that TTRA targets, making it the most direct peer.
• Pacific Asia Travel Association (PATA): PATA is a membership association serving government tourism bodies, DMOs, and industry members across the Asia Pacific region. Like TTRA it runs annual conferences, awards, and capacity-building programs for tourism professionals, making it a strong direct peer.
• Adventure Travel Trade Association (ATTA): ATTA is a membership-based trade association for the adventure travel sector, running events, research, and operator directories. It mirrors TTRA's community-led, conference-funded association model in a narrower travel vertical.

Others

• Skift: Skift is a media and research company covering the travel industry through news, research reports, and the Skift Forum. It is adjacent rather than directly comparable, but it competes for the same DMO and travel-brand audience with industry intelligence content.

Emerging players

• Phocuswright: Phocuswright is a travel-industry research and events firm publishing the Phocuswright Center for Research, conferences, and subscription reports. It competes with TTRA in the travel research and intelligence space, especially the Journal of Travel Research–adjacent audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/traveltourismresearchassn
• LinkedInlinkedin.com/company/travel-and-tourism-research-association
• Instagraminstagram.com/ttrainternational

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Travel and Tourism Research Association