AITO appoints FINN Partners as PR agency

AITO, the Specialist Travel Association representing over 100 of the UK’s independent specialist travel companies, has named FINN Partners as its new PR agency.

The appointment coincides with AITO’s 50th anniversary, marking a milestone year in the association’s mission to champion SMEs in travel.

Martyn Sumners, Executive Director, AITO: "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."

Elevating the specialist travel sector

FINN Partners will lead a comprehensive communications strategy to strengthen AITO’s brand awareness, position the association as the industry authority, and promote its new financial protection scheme, AFPS. The agency will secure visibility across trade, consumer, and travel media while supporting AITO’s long-term goal of attracting like-minded members, agents, and affiliates.

Amy Skelding, Managing Partner, FINN Partners Travel UK: "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."

Highlighting 50 years of specialist travel

FINN will also create visibility around key moments for the association, including the 50th Anniversary Gala Dinner, the annual Travel Insights Report, and the Overseas Conference in Oman in November 2026. The agency takes over from Travel PR, which represented AITO since 1997.

www.finnpartners.com

www.aito.com

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