The Institute of Travel and Meetings is hoping to reach some 4,000 potential new members by creating a new free membership option, called ITM Connect.
ITM Connect members will be able to attend some events organised by ITM, and have access to certain areas of the association’s website.
The industry body will also introduce a new membership charter, and increase the services available to full members, who will be called ITM Business members.
Jamie Hindhaugh, ITM’s chairman, said the announcement follows a long period of assessment.
He said: “We estimate there to be in excess of 4,000 potential buyer members in the UK alone and our plans intend to engage them in this great association.”
Hindhaugh said the move would create a “more equal organisation where mutual trust, professionalism and practical information, tools and services are key”.
The new membership tiers will come into force after ITM’s 2011 Intelligence conference in April.
www.itm.org.uk