LAS VEGAS - The National Tour Association and the Destination Marketing Association International announced a new partnership during the 94th annual convention of the marketing association here.

Under the collaborative agreement, the associations will work together to create enhanced educational, marketing and business opportunities for their members and have an increased presence at each other's conventions.

"NTA has been focused on reaching out to sister associations as part of (its) efforts to provide value for its members by advancing the packaged travel industry," said NTA Chairman and CEO Bob Hoelscher.

"Together, NTA and DMAI will help destination marketing organizations gain access to tour operator product and provide a quality visitor experience for the leisure traveler," Hoelscher added.

The agreement enables the two organizations to develop programs emphasizing leisure travel to assist DMOs in reaching this critical segment of the market. The agreement will focus on collaboration in the areas of education and professional development.

Meanwhile, NTA has announced that more than 100 tour operators joined the association during the first half of this year, bringing NTA's tour operator membership to nearly 700.

The gains this year outpace growth for all of the association's history.

"NTA began seeing a rise in tour operator applications this spring despite the troubled economy," said Hoelscher. "Companies look to associations to offer assistance in dealing with the challenges of running a business and NTA gives them the tools and connections to help them succeed in today's marketplace."

NTA said new initiatives, such as the China Inbound Program, as well as proven programs and services, including tour operator partnering at the NTA annual convention, continue to help attract members.