ATTA President Shannon Stowell was quoted in an article in Herald Scotland, covering the merger between Activity Scotland and Wild Scotland, a merger that stemmed from the 2010 Adventure Travel World Summit. Stowell was quoted:
Clearly there is a global trend towards more authentic and adventurous travel being demanded by customers. The more united our organisations are worldwide, the more this industry can drive economic value and be about the business of protecting the planet’s best offerings of wildlife, environment and unique human culture.
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