© Stuart Render FCIPR FTS
The Association for Group Travel Organisers (AGTO) has refreshed its brand identity in a move to modernise and widen its appeal to the group travel community.
An updated logo, a new strapline and a slight tweak to the name of the organisation was unveiled at ‘AGTO Showcase 2025’, a three-day networking event held at Marsham Court Hotel in Bournemouth on 4 to 6 February.
Commenting on the changes, Wendy Hartley-Scarff, AGTO chief executive, said: “Formed in 1991, AGTO has established itself as the leading UK-based independent membership organisation supporting and representing the interests of individuals who organise travel for groups.
“The existing AGTO logo has served the organisation well, but times change. Today, the group travel landscape is different from what it was 10 years ago. The combination of new, vibrant colours, a fluid design, and a new strapline, ‘Let’s go together’, will ensure AGTO remains relevant to the needs of group travel organisers today. These changes are all about evolution, not revolution, modernising the organisation and, in doing so, widening its appeal among the group travel community.
“We’ve also taken the opportunity to tweak the title of the organisation, changing ‘Association of Group Travel Organisers’ to ‘Association for Group Travel Organisers’. This reinforces the role of AGTO as an organisation working for its members.
“AGTO’s supplier members, previously known as ‘Associates’, have now become ‘Partners’, bringing the terminology into line with other parts of the industry. 2026 sees the 35th anniversary of the founding of the organisation. We are already looking beyond the traditional GTO market to identify and attract new members from among people who organise travel for groups and who may benefit from the ideas, inspiration and organisational support available through membership.
“The refreshed brand identity sets the foundation for this activity, allowing us to build on nearly 35 years of supporting GTOs and ensuring the organisation is fit for purpose for the next 35 years.”
AGTO now has more than 450 group travel organiser members representing more than 200,000 potential visitors, as well as 250 associate members. Membership services include bespoke organiser liability insurance, legal updates, an advice line, VIP registration to trade shows, free membership of the National Trust, free access to National Trust for Scotland properties, a quarterly magazine, and a range of other discounts and offers.
