While applying for the membership in the GATT and with the founding of the World Trade Organization (WTO) in early 1995, the ROC will be inevitably facing pressure to liberalize its service market. In response to the situation, the government declared in May 1995 that travel agencies will also be included in the roster of the items to be liberalized. In this regard, we believe that the existing chaotic market structure will be destined to encounter even greater impact, and most likely will bring about whopping changes to the structure of the travel industry once the liberalization measures are taken. This is especially noteworthy in the circle of travel agencies. This paper focuses on three issues, namely: the negotiation process of the trade of service goods under GATT; how the travel industry operates currently; and the possible impact on the local travel agencies coming from the lifting of the ban on the establishments of foreign companies. Meanwhile, the author will also attempt to work out countermeasures from the different points of view of both the government and of the travel agencies in order to reduce the impact arising from joining the world trade body.