The ASTA Travel Advisor Conference is the leading event for professionals across the entire travel industry—from brand-new advisors just starting out to experienced advisors, travel suppliers, host agency leaders, and consortia partners. Designed with something for everyone, the conference delivers targeted education and practical tools to help you grow, protect, and future-proof your business.

Attendees can choose from three tailored learning tracks:

• LEARN: For those new to the industry
• BUILD: For those more focused on business growth
• LEAD: For mid- to large-sized agency owners/managers

Each track addresses critical business challenges with sessions packed with actionable insights and real-world strategies.

Beyond education, the conference fosters meaningful industry-wide connections, bringing together professionals dedicated to raising the standard of excellence. Whether your goal is to sharpen your skills, expand your network, or lead industry change, this event equips you with the knowledge and support to succeed.

San Diego offers travel advisors an inspiring blend of professional development and firsthand discovery. While attending the 2026 Travel Advisor Conference, advisors can explore the city's dynamic offerings—from the vibrant Gaslamp Quarter to the scenic waterfront of San Diego Bay.
With its year-round sunshine, rich cultural attractions, and family-friendly venues like the world-famous San Diego Zoo and Balboa Park, the city provides ample content for client recommendations. Advisors can experience luxury resorts, culinary hotspots, and unique neighborhoods, equipping them with personalized insights to better serve clients seeking everything from beach escapes to urban adventures in Southern California.
Attendees of the 2026 Travel Advisor Conference will gather at the stunning new Gaylord Pacific Resort & Convention Center in Chula Vista, CA—an ideal venue that blends luxury, functionality, and inspiration. Opened in May 2025, this $1.3 billion waterfront property features 1,600 guest rooms, nearly half a million square feet of meeting space, a 4.25-acre water park, 12 dining options, and premier wellness amenities. Just minutes from downtown San Diego and part of a vibrant bayfront redevelopment, the resort offers an unforgettable experience for both business and leisure.

Dear SoCal ASTA Members,

We’ve just returned from an incredible ASTA Travel Advisor Conference (TAC) 2025 in Salt Lake City and what an inspiring experience it was! It was amazing to see so many familiar faces and to welcome new ones into our ASTA family. Our Southern California Chapter was proudly represented, with many of our Board members in attendance, learning, networking, and continuing to raise the bar for professionalism in our industry.

We’re beyond thrilled to share that two of our very own SoCal ASTA leaders were honored on the national stage:

Honoring Tama Holve – Southern California ASTA Chapter President of the Year
It is my absolute honor to recognize a truly outstanding leader in our industry. Someone whose dedication, vision, and passion have elevated the Southern California ASTA Chapter to new heights.

I’d like to celebrate our ASTA Chapter President of the Year Tama Holve! Tama’s leadership over the past seven years has been nothing short of extraordinary. Under her guidance, the chapter has doubled its Board of Directors, launched monthly newsletters, and hosted consistent, valuable events for members. She’s championed ASTA scholarships for memberships and national events, making sure opportunity is always within reach for our community.

Thanks to her unwavering commitment, Tama hasn’t just built a stronger chapter she’s built a thriving, supportive community. One that’s better connected, more informed, and future-ready.

Her leadership embodies what ASTA stands for, and this award is a testament to her incredible contributions… We celebrate Tama Holve—ASTA Chapter President of the Year!”

Congratulations to Rhonda Shumway – ASTA President's Travel Advisor Leadership Award“Rhonda Shumway - Owner, TerraMar Travel, Inc.

”With nearly three decades of experience, Rhonda is not only the owner of TerraMar Travel, Inc.—a successful boutique host agency, she’s also a trusted mentor and passionate advocate for the travel industry. Her dedication to mentoring new agents, serving on the ASTA National Board as SBN Director, and volunteering throughout her community is an inspiration to all.

Rhonda exemplifies what it means to lead with purpose and integrity, and we’re incredibly proud to see her nationally recognized for her outstanding contributions to the travel profession.

Setting the StandardWe couldn’t be more proud to have two phenomenal women—Tama Holve and Rhonda Shumway on our leadership team. Their passion, service, and mentorship continue to set the standard for our chapter and help all of us grow and thrive in our careers.


Mark Your Calendars: ASTA TAC 2026 is Coming to San Diego!We’re so excited to announce that next year’s ASTA Travel Advisor Conference will be held in San Diego!

This is a unique chance to attend ASTA’s biggest event right here in our own backyard. The dates are set for May 27-29!

early bird registration ends TOMORROW! don’t miss out!

Let’s continue to support one another and elevate the profession we love.
​See you soon at our next event and at TAC 2026!

Warm regards,
Your SoCal ASTA Chapter Board

SoCal ASTA and the Los Cabos Tourism Board invite you to a FAM trip to the stunning destination of Los Cabos, especially if it’s your first visit! Join us at the enchanting Hacienda Encantada Resort & Spa in Cabo San Lucas. RSVP to Patty Thorington [email protected]

REQUIREMENTS:
​Completion of the Los Cabos Specialist course is required, and the certificate should be sent to Patty Thorington once finished. Airfare and a $100 reservation fee to SoCal ASTA are not included. Travel agents only. Responses are due by May 30th, 2025.

What an incredible time we had yesterday at our second ASTA On The Go Event held at AmaWaterways Headquarters in Calabasas! Attendees were treated to fascinating department tours and an unforgettable luncheon on the terrace by the serene creekside. It was a perfect setting to connect with fellow travel professionals and gain insight into the world of luxury river cruising. We're grateful to AmaWaterways for hosting such a special event and for providing an opportunity to explore their offerings up close. We plan to have another in September - stay tuned!
The fun doesn't stop there! We have many more ASTA On The Go events in the works as well. From unique webinars and in-person gatherings to field trips across Southern California, we're dedicated to bringing you fresh experiences and top-tier content that will enhance your travel expertise. Stay tuned for upcoming announcements, as we work hard to create engaging events that keep you at the forefront of the travel industry!