The growing recognition of the work of UNWTO in recent years, especially since the organisation formally joined the UN system, has prompted a recent surge in applications from new affiliate members.
Around 60 companies and associations have joined in the past two years and are due to be ratified as members in Cartagena, Colombia.
Among them is the US National Geographic Society, publishers of the world-renowned magazine, and leading ecology-based organizations such as the Rainforest Alliance and the International Ecotourism Society.
Global distribution system Amadeus is another newcomer, alongside international bodies such as the Arab Tourism Organization, the European Federation of associations of Professional Congress Organisers and the West Africa Tourism Union.
Others include consultancies Ambrosetti and Capgemini, and the on board cruise study programme The Scholarship.
Although annual membership fees are due to increase from 2,000 to 2,400 Euros from January, the General Assembly is being asked to agree to offset this by offering free access to the UNWTO E-Library, a service that can cost up 6,000 Euros a year.