Travellers Choice has shown their support to the Australian Federation of Travel Agents (AFTA) by signing up every member to the organisation effective April 2012.

With dwindling support and only a 35 per cent penetration from the group, Managing Director Gary Allomes said AFTA's role in recent years under the leadership of Chief Executive Jayson Westbury has reinvigorated its importance for travel agents.

"AFTA needs the representation for all travel agents to make a change," Mr Allomes told e-Travel Blackboard.

Mr Allomes this year rejoined the AFTA Board of Directors following a three-year hiatus. The $400 membership fee per agency will be absorbed by management.

With all 150 agencies in the Travellers Choice group as full members, Mr Westbury said it will elevate the organisation's presence when lobbying for reforms as one of the only industries to have a high 90 per cent penetration with its partners.

“AFTA is delighted that one of the country’s leading independent travel groups has endorsed the Federation’s ongoing efforts on behalf of Australian travel agents,” Mr Westbury said.