The South East Asia Travel Association was set up by a traveler and travel industry professional, Mark Austin, who was tired at the lack of protection for travelers' health and money, lack of commitment to true responsible tourism, and lack of a true travel association for SE Asia; one that was there for the traveler as well as for travel professionals and their businesses. Specifically Mark was tired of illegal businesses, unethical businesses, customer unfriendly and / or risky business practices, businesses that cheat their staff and / or customers and / or the local culture and / or the environment, and anyone who is involved in corruption (as this directly affects travel safety as well as civil and human rights). SE Asian travel related companies unfortunately historically have a very poor reputation and SEATA was founded to help; a) The traveling public avoid what is bad, b) Decent, ethical businesses and organizations come together for mutual benefit.

SEATA currently is a self-regulating loose association of travel professionals who are prepared to state they conform to certain criteria; that is members simply agree to a set of rules and standards but SEATA does not monitor them or provide any other services. SEATA currently simply wants to provide a benchmark for quality travel industry operators to be able to quickly and easily show travelers that they are worthy of their business. SEATA therefore currently has no obligation except to automatically accept members on the basis of good faith and that members have agreed to the standards / rules / terms & conditions of membership, and to remove / cancel the membership of anyone reported to us being in breach of the SEATA Member Agreement.

SEATA is a no membership fee association for any person and / or business which is involved in the South East Asian travel market. This no membership fee aspect is enshrined in SEATA's articles of association, so basic membership will always be free. However, plans to allow paid "preferred" memberships are enshrined in the articles of association so that SEATA may one day generate the revenues needed in order to incorporate itself, employ staff and maintain an office.