The American Society of Travel Advisors (ASTA) is a professional organization that represents travel advisors in the United States. Founded in 1931, its mission is to promote the value of travel advisors and support their professional development. ASTA provides resources, advocacy, and education to help travel advisors succeed in a competitive industry. ASTA also works to influence public policy and protect the interests of travel advisors. By collaborating with various stakeholders, including travel suppliers and government entities, the organization aims to enhance the travel experience for consumers and ensure a thriving travel industry.