United States
Contact Us

News and Insights

AITO Marks 50th Anniversary with Appointment of New PR Agency

March 20, 2026

London- AITO, the Specialist Travel Association representing over 100 of the UK’s most trusted independent specialist travel companies, has appointed FINN Partners as its new PR agency. The partnership comes at a landmark moment for the association as it enters its 50th year of championing SMEs in travel.

The appointment marks a significant step in AITO’s mission to showcase the value of specialist travel SMEs, reinforce its position as the definitive authority in the sector and promote its new financial protection scheme, AFPS. By leveraging FINN’s deep industry ties and media connections, AITO aims to secure the visibility and influence that independent operators require in an increasingly competitive landscape.

FINN Partners will lead a comprehensive communications strategy designed to strengthen AITO’s brand awareness, position the association as the go-to expert and the industry voice for SMEs, and ultimately ​raise AITO’s profile in travel trade, travel and consumer media with the long-term objective of attracting like-minded members, agents and affiliates.

As it celebrates half a century, AITO has also tasked FINN to create buzz and visibility around special moments including the forthcoming 50th Anniversary Gala Dinner on 17 March, the annual members’ Travel Insights Report, the largest survey of its kind within the UK travel industry, and other standout events culminating with a spectacular Overseas Conference in Oman in November 2026.

FINN Partners takes over the account from Travel PR, which has represented the association since 1997. AITO extends its sincere gratitude to the Travel PR team for its long-standing partnership, support, and dedication to the association’s stellar reputation and growth.

Martyn Sumners, Executive Director of AITO, commented:

“2026 marks a significant milestone as AITO celebrates its 50th anniversary, and we are delighted to welcome FINN Partners to the AITO family at such a pivotal moment in our history. As global leaders in travel and hospitality, FINN’s expertise will be instrumental in elevating AITO’s visibility and strengthening our advocacy for travel SMEs. Together, we will cement AITO’s reputation as the definitive industry voice for specialist travel, while sharing the extraordinary stories and unique experiences offered by our members.”

Amy Skelding, Managing Partner at FINN Partners Travel UK added:

“There is a special spirit within AITO that mirrors our own FINN values: a dedication to doing things the right way and a belief in the power of specialist knowledge. I’ve proudly been co-chair of AITO’s Sustainability Committee for over a year on a pro-bono basis and seen first-hand what a collaborative and innovative collective it is, so we are honoured to take on the mantle of agency partner at such a milestone in the association’s history. There’s no doubt that it’s going to be an incredible year for AITO and we’re looking forward to leveraging our network and storytelling expertise to champion the independent travel sector.”