Tui Travel-owned specialist Trek America has created a new microsite to mark the 40 year birthday of the operator.
The firm is asking its customers, past and present, to contribute their memories, pictures and videos of their trips using Twitter (@TrekAmerica).
These will join a gallery of snapshots already on the site documenting how things have changed over the last four decades including an archive of brochure covers.
A video competition on the microsite is offering users the chance to win a Trek-proof camera and a holiday is being given away as part of a Facebook competition.
Louise Hughes, head of marketing at TrekAmerica, said: “The nature of the TrekAmerica small group adventures means people are always coming to us and telling us about their amazing stories and they never get boring.
“We have been storing them up for years and finally we are able to share these with the world – but we also want more. Our 40th anniversary is about sharing these life-changing moments.”