Alvin Adriano is the Director of Education for the American Society of Travel Advisors (ASTA)

In today’s evolving travel landscape, technology and convenience often mask complexity. With the rise of AI-driven tools and influencer-generated itineraries, travelers may believe they have everything they need at their fingertips. But we in the industry know that travel isn’t just about transactions, it’s about trust.

Still, that trust remains vulnerable. With no required licensing or regulatory standards for becoming a travel advisor, the public faces a confusing mix of hobbyists, unverified agents and, in the worst cases, outright fraud. At ASTA, we hear it all the time: the biggest barriers our advisors face today aren’t just logistical, they’re perceptual. No matter how many years of experience you have or trips you’ve planned, if your professionalism isn’t recognized, it’s hard to break through.

That’s why ASTA’s educational programming and professional development is so deeply rooted in one goal: building credibility from within.

Our Verified Travel Advisor (VTA) program provides a framework that gives advisors the confidence to present themselves as true professionals. And these professionals are experts worthy of trust. Just like you’d never hire an accountant or general contractor without the right credentials, travelers deserve to know they’re working with someone who meets a baseline of industry knowledge and ethical standards.

Alvin Adriano, Director of Education, American Society of Travel Advisors (ASTA).

The VTA designation helps create that baseline, and perhaps more importantly, it signals an ongoing commitment to excellence.

However, learning can’t happen in a vacuum. Beyond the curriculum, ASTA’s Mentorship Program brings together advisors across experience levels to have conversations that can’t be replicated in a webinar. It’s about passing down hard-earned insights, asking the questions that don’t always get answered in formal training and forming connections that elevate the entire profession. These moments—advisor to advisor—are how we build the industry we want to be part of.

This philosophy extends to our broader offerings, too. Whether it’s our evolving event programming, our daily content in the Travel Advisor Daily or our new partnership with top-ranked institution, Florida International University (FIU), ASTA is pushing to expose new talent to the travel profession early and give seasoned professionals the tools to grow.

One of the things that drives ASTA every day is the belief that education is the path to raising the bar both for ourselves and for how the public perceives us.

In a world where a blue checkmark often determines who gets listened to, travel advisors need their own symbols of credibility. VTA is that symbol.

Whether you’re new to the industry or decades in, now is the time to ask: How am I showing up as a professional? What can I do to build trust in my brand, my business and our industry?

The more each advisor asks themselves those questions, the more we raise that bar not only for each advisor, but for the entire industry. The more we raise that bar for the entire industry, the more consumers understand where they can truly find travel that they can trust.

Let’s continue raising that bar…together.

For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.