Our History
Since 1957, our organization has been dedicated to serving the tour operator community within the United States. While our organization started as the Pharmaceutical Industry for Tour Directors, by 1964 we expanded our reach beyond pharmaceuticals to become the National Association of Professional Tour Directors. Most recently, we have been recognized as the Guest Relations Association, making that change in 1978 to capture the full breadth of our industry. However, in 2024 we are excited to launch under a new name as the Brand & Experience Tourism Association!
The association was founded by 13 pharmaceutical companies in Spring Valley, New York, focusing on tour operations.
The first annual conference was held in Kalamazoo, Michigan, to share operational insights and best practices.
The association renamed during the conference in Indianapolis, Indiana, reflecting broader industry involvement.
At the 1960 conference in New York City, the association went co-ed by adding the first three women to the organization.
The association began to formally identify itself with tour program operations.
The association opened itself to membership across other industries and the first non-pharmaceutical company joined.
The association had grown to include 27 company memberships and changed its name to The Guest Relations Association - Plant and Industrial Tour Directors.
To further broaden the membership and the industry, the association changed the name from Industrial Tour Directors to Institutional Tour Directors.
Members decided the best name to capture the full breadth of the industry was to call itself the Guest Relations Association.
By 2004, membership reached 75 companies including representatives from many different industries including food & beverage, manufacturing, chemical, consumer goods and more.
After the impacts of the pandemic to the industry and the organization, the Board of Directors meet to discuss the future of the Guest Relations Association.
In response to COVID 19, the Guest Relations Association recognized a need to restructure, reorganize, and refocus to support brand engagement specialists and the brands they represent. As a result, the Brand & Experience Tourism Association was born!