ATA Tour Operator Course
Turn your love of travel into a well-planned business.
Learn how to start a group tour business in your own community, with practical guidance from the American Tour Association.
Start with an idea. Build an itinerary, find suitable suppliers and learn what it takes to deliver a journey people will remember.
A practical place to begin
For people who enjoy bringing people together.
If you enjoy planning outings, organizing events and helping others discover new places, this course introduces the business behind those experiences. It is designed for aspiring tour operators and people considering a local guiding business.
You do not need an existing tour company to study the material. You do need a willingness to research, work with suppliers, communicate clearly and take responsibility for the details. You can start locally and develop your business at a pace that suits you.
Build a plan as you learn.
Work through ten focused lessons, then put the ideas into practice with a customer brief, supplier requests, a tour budget and a sample itinerary. A pricing worksheet lets you explore how group size changes your costs and break-even point.
After you purchase the course, ATA will email you questions about the material. Study the course and return your answers by email. Once you pass, we will email your ATA certificate and arrange your membership and business listings.
Your learning path
Ten steps from an idea to an organized tour.
- 01The tour operator’s roleUnderstand the business you are building.
- 02Know your travelersChoose a destination around your customers.
- 03Build your supplier networkFind dependable partners and confirm the details.
- 04Build a workable tourTurn your idea into a schedule and booking plan.
- 05Price your tourUnderstand costs, group size and margin.
- 06Find customersReach the right audience and market honestly.
- 07Write a convincing itineraryMake the journey appealing, specific and accurate.
- 08Plan for escort costsUnderstand complimentary places without relying on them.
- 09Deliver and improvePrepare for departure and learn from each trip.
- 10Your next step with ATABring your work together for review.
Enrollment
Learn the foundations. Make the connection.
$99 for the course
On passing the course, you receive:
- An ATA certificate recognizing successful completion.
- One year of free membership with the American Tour Association.
- Inclusion in ATA’s tour operator database.
- Placement for your new business on relevant places-of-interest pages in the geographical area where you live, whether you work as an ATA-certified guide or establish a tour operator business.
You do not need ATA certification to start a tour company, although you must research and meet applicable business requirements. ATA certification helps establish credibility from the start, showing prospective clients and business partners that you have studied the fundamentals of group tour planning and passed our course assessment.
How to get started
- Enroll and purchase the course for $99. ATA provides course access after receiving and confirming your payment.
- Study at your own pace. Learn to plan itineraries, work with suppliers, price your tours and reach potential customers.
- Answer our questions by email. Every buyer receives an email from ATA with questions about the course. Return your answers so we can review your understanding.
- Pass and receive your certificate. We will email your ATA certificate and arrange the free membership year, database listing and local business placement described above.
You are responsible for researching and meeting the laws, registrations, permits and other requirements that apply to starting and operating your business. ATA certification does not replace these requirements.
Your enrollment details
First, send ATA your contact details. You will then continue to PayPal to pay the one-time $99 USD course fee. We will email the course materials and assessment questions after confirming your payment.
A few questions before you begin.
Can I study while working another job?
The lessons are designed for self-paced study. Allow time for research and assignments as well as reading. No fixed completion time is promised.
Do I have to accompany every tour?
No. Your business model determines who operates and leads the tour. Confirm the roles, qualifications and responsibilities of escorts, guides and partner companies.
Does the certificate replace a license?
No. You can start a tour company without ATA certification, subject to applicable business requirements. Our certificate demonstrates that you studied the course and passed ATA’s assessment; it does not replace a government license or permit.