Los Angeles (August 11, 2004) - Viking River Cruises, the world’s leading river cruise line, announced today that it is the newest member of the United States Tour Operator Association (USTOA). A milestone for Viking River Cruises, this recognition marks a new chapter in the cruise line’s growth, both as a company and brand, placing it among the top names in the travel industry.

After undergoing the selection process, Viking River Cruises became an active member of the USTOA, the most respected travel association in the United States. USTOA candidates for membership are selected upon their demonstration of the highest standards of professionalism and service, as well as the utmost integrity.

"This new membership is a giant leap forward for us, and we are honored by the USTOA’s acknowledgement of the quality of our vacation packages and overall service," said Viking River Cruises President Jeff Dash. "As we continue our successful growth, we are committed to providing our passengers with the best travel experience possible by upholding our high standards as well as those of the USTOA."

The USTOA is based on the founding principle of "Integrity in Tourism" with its main objectives being to foster the highest level of professionalism within the tour operator industry as well as protect consumers and travel agents from financial loss. The first travel organization to establish a consumer protection fund, USTOA stipulates that each member company must to set aside $1 million of its own funds specifically to protect consumers’ deposits and payments. As an Active Member of the USTOA, Viking River Cruises participates in the association’s $1 Million Consumer Protection Plan.