Seattle, WA.— Responding to its diverse and growing base of nearly 800 businesses and tourism organization members representing 82 countries – up from approximately 100 members and a dozen countries in 2005, the Adventure Travel Trade Association (ATTA) today unveiled the first-phase of a multi-year regionalization strategy designed to better address the destination-specific needs, challenges and opportunities of leaders pursuing responsible adventure tourism development worldwide.
For its initial phase, the ATTA is intensifying attention on Europe, Latin America, Australia/New Zealand and North America in 2012, which will be followed in a later stage by increased specialization in Africa, Asia, the Middle East and other adventure-rich destinations. Its early geographic focus brings increased support to areas where the ATTA has established a foothold – areas that the organization recognizes as requiring deeper support and specialization in the immediate term.
“Within the context of our efforts to develop adventure tourism responsibly in a rapidly expanding market, we need to accelerate the development of tailored member benefits and services for our growing international business-to-business network,” said Stowell. “This mutual-gain strategy, with both short- and long-term goals, is expected to lead to improved awareness, business exchange, networks, best practices and understanding worldwide.”
In support of the new strategy, ATTA veterans Chris Doyle, Antonio del Rosal and Paula Mendes were named to lead the regional development initiatives and to fill the ATTA’s newest roles. Vice President Doyle now serves as Executive Director - Europe, Mendes of business development now serves as Executive Director - Australia-New Zealand/Canada/Brazil, and del Rosal, who returned to the ATTA January 2, 2012, after a two-year stint as marketing coordinator for Mexico’s promotional tourism board (CPTM), now serves as Executive Director - Latin America. ATTA’s Rebeca Yañez supports del Rosal in her new role as ATTA Membership Director - Latin America.
ATTA’s Vice President of Business Development Chris Chesak, with support from Meredith Guzy of business development, continues to serve as point for the U.S., Africa, Asia and the Middle East. Preliminary recruitment for executives to lead future ATTA efforts in Africa, Asia and the Middle East are expected later in 2012.
Along with its new regionalized strategy, the ATTA also has promoted Jason Reckers to Vice President of Operations to support the new regional structure. Reckers will provide direct support to ATTA President Stowell.
The ATTA will continue developing its network through close collaboration with influential leaders dedicated to responsible tourism development and promotion. With its regionalized strategy, the ATTA plans to upgrade, tailor and further integrate regionally specific education, training, news, research, events, networking and education services to meet the specialized needs of its membership in each region.