By Shannon Cunningham, Director of Engagement
At Gifted Travel Network, we're not just cheering from the sidelines—we're stepping up, showing up, and advocating for the success of our advisors. In addition to my role at GTN as Director of Engagement, I also serve as the VP of the Greater New Orleans Chapter of ASTA - American Society of Travel Advisors, where I have the opportunity to do exactly that.
Here's the story of how my chapter recently helped defeat a proposed tax that would have directly impacted travel advisors—and what it means for our entire industry.
Not long ago, I found myself doing something that doesn't show up in job descriptions or vision boards: lobbying state legislators to protect travel advisors from a proposed tax that could've done real damage to our industry here in Louisiana.
Let's rewind...
The Louisiana governor called a special legislative session aimed at overhauling Louisiana's tax structure. One version of the proposal, House Bill 9, would have removed sales tax exemptions for certain services, and guess what landed squarely on that list? Travel advisors. That meant advisors would be required to charge sales tax on service fees and potentially on tour packages, cruises, and other products advisors sell.
If you're not in the weeds of this work every day, that might not sound like a big deal. But let me break it down:
For small, independent travel advisors—many of whom are solo entrepreneurs—it would have meant added paperwork, added costs, and lost clients. Why? Because travelers would start looking across state lines or back online to avoid paying the new tax. That hurts local businesses, plain and simple.
Thanks to the incredible leadership from ASTA's advocacy team, our local Greater New Orleans ASTA Chapter jumped into action. And I'm so proud of what we accomplished:
Our board mobilized fast, sending emails to our database of travel advisors across Louisiana (members and non-members).
We hosted a live Zoom call with ASTA's advocacy team to explain the bill and answer questions.
We hosted a live on Facebook for a public-facing call to action, so even advisors outside of our chapter could get involved.
We shared ASTA's message templates and encouraged advisors to contact their representatives directly.
I personally sent emails, made phone calls, and had real conversations with legislators about how this would impact Louisiana's travel professionals.
I also worked closely with ASTA's lobbyists to keep them informed of the real-world consequences this bill would have for working advisors. This was all-hands-on-deck advocacy—and it worked. Over 300 emails were sent, and their phones were ringing off the hook with concern about the bill.
HB9 was scrapped.
And now? Our hard work is being recognized.
At this year's ASTA Advocacy Dinner, held during the 2025 Travel Advisor Conference in Salt Lake City, the ASTA Greater New Orleans Chapter was honored with the John Haskins Chapter Advocacy Award.
Samantha Musso, VTA, CTA, CCC (our Chapter President) and I were both in attendance, and we're proud to be seated at the table with ASTA President Zane Kerby, along with some very special invited guests. It's a true honor—and a moment I won't forget.
Is this kind of work flashy? Not really.
Is it necessary? Absolutely.
This kind of advocacy isn't always glamorous, but it's essential to protecting our profession. It's why I'm such a big believer in ASTA and ASTAPAC, and why I'm encouraging advisors to stay active and engaged, whether at the local or national level.
This won't be the last time legislation like this pops up. Kentucky fought a similar bill, and Nebraska's next. And we need to be ready.
In this win, we protected more than just dollars—we protected trust, expertise, and the ability for advisors to thrive in the communities we love.
Unfortunately, we can't get too comfortable and celebrate for too long because a new bill, HB666, is possibly going to be introduced with the same removal of tax exemption and a 10% sales tax levy on professional fees. We will repeat our efforts with a greater vengeance this time around. If this bill should pass, it would only be a matter of time before other states follow suit.
Let's keep showing up for the work that matters.
Want to support ASTA's ongoing work? Consider contributing to ASTAPAC or joining your local chapter today.
