IN a travel industry dominated by huge operators, high street agents with a limited range of brochures, and multi-million pound TV campaigns, it can be difficult to track down the small, specialist travel firms.

That's a pity because the Association of Independent Tour Operators (AITO), which celebrates its 30th birthday this year, has never been healthier.

It now has 152 member firms, over half of them handling fewer than 3,000 passengers a year, and all are fully bonded to ensure customers can't lose their money.

For the first time, total combined annual turnover by AITO member firms topped £1bn in 2005.

Because these specialist travel firms, some still operated by their founders, handle so few passengers, the average price of an AITO holiday is higher than the mainstream packages: typically £500-plus in Europe, about £750 on average. One firm sells packages to Everest costing as much as £25,000.

But you are paying more for better service, and better quality advice on the packages which will suit you best.

Plenty of AITO firms offer beach holidays like Voyages Ilena in Corsica and Sardinia, and Sunvil in Greece and Cyprus, but a key selling point for many operators is holidays linked to special interests including birdwatching, safaris, sailing and boating, major artistic events and the arts generally, ranching, photography, and wildlife.

Member firms of AITO can be traced on www.aito.co.uk, or by a call to 020 8744 9280.

Jeremy Gates