Travel and tourism are on the rise and there is hope in the air for this industry. The travel and tourism industry, which took a huge hit in September of 2002, is now beginning to see a rebound; and travel industry advertisers aren’t the only ones who can take advantage of this. AAA Clubs of America continue to grow, with more than 46 million members nationally, accounting for 37% of all leisure travelers. This vast resource also provides valuable research for advertisers across the board. With an average age of 54, an average annual household income of more than $70,000 and 77% with no children in the household, AAA magazines allow advertisers to reach an affluent audience with money to spend and time to enjoy life. Additionally, AAA should be deemed a Mecca for travel and tourism advertisers, since readers reported that they took an average of 4.3 leisure trips in the past year alone. AAA provides advertisers with the opportunity to geographically target their message to consumers, with different magazines for different regions of the country. Advertisers can further target within these regions to reach consumers in individual states. The AAA magazine family includes: Going Places, Westways, Texas Journey, Via, Hawaii; and with the option to reach a targeted audience, it is a magazine group that advertisers should not overlook.