Q1 2010 Adventure Travel Industry Snapshot
February 15, 2010
GIVE 10 MINUTES OF YOUR TIME AND GET THE SURVEY RESULTS FREE
Providing ATTA Members regularly with fresh research is a key objective of the ATTA. To help accomplish this, adventure travel tour operators are requested to complete this survey by Friday, February 19th.
This Industry Snapshot is a quarterly check-in on the state of tour operators in the adventure travel industry.
The ATTA will then compile the data in aggregate and report the results to ATTA Members and to all tour operators that complete the survey.
If your organization does not conduct tours, please do not take this survey as it will skew the data.
All survey responses are anonymous.
SURVEY CLOSED
Praveen Moman Joins Adventure Travel Trade Association Advisory Board
December 16, 2009
(SEATTLE) – Praveen Moman, co-founder and managing director of Uganda-based Volcanoes Safaris, today was named to the Adventure Travel Trade Association Advisory Board.
Moman, who has actively advised the Adventure Travel Trade Association in recent years and served in active roles as an Adventure Travel World Summit speaker and committee member, was born in Uganda and grew up on safari. In 1997, he co-founded Volcanoes Safaris, which has since become one of Africa’s premier gorilla safari companies with operations in Uganda and Rwanda. Under his leadership, Volcanoes Safaris has developed a unique great ape eco-tourism model by empowering staff, introducing eco-tourism partnership programs, and launching new approaches to building and running eco-lodges in post-conflict areas. As an authority on great ape ecotourism, Moman acts as a consultant to governments and non-profit organizations.
“In addition to being a long-time partner – one with great wit, humor and personality – Praveen brings to our community a compelling and unusual set of public and private professional credentials, especially in the development area, which is increasingly important to the long-term viability of adventure travel,” said ATTA President Shannon Stowell.
Moman has a first degree in the Biological Sciences from London University and a Masters from Cambridge University. Before he co-founded Volcanoes Safaris, he had a career in policy making and politics in the United Kingdom and the European Union, including working for Lord Heseltine, the former Deputy Prime Minister. He worked as a member of the Cabinet of Lord Cockfield, Vice President of the European Commission, working on the creation of the European Internal Market; and Moman was an advisor to MEPS in the European Parliament on development issues. He also ran a property development company.
Adventure Travel Trade Association Selects Aviemore, Scotland to Host the 2010 Adventure Travel World Summit
October 29, 2009
(SEATTLE) – OCTOBER 29, 2009 – The Adventure Travel Trade Association (ATTA) announced its selection of Scotland as the host destination of the seventh Adventure Travel World Summit (ATWS), the annual global assembly of adventure tourism executives, in 2010, which is scheduled for October 4-7 at the Macdonald Aviemore Highland Resort.
During last week’s 2009 Adventure Travel World Summit in Québec, Canada, attended by more than 500 delegates representing nearly 50 countries, the ATTA announced its selection of Scotland. The ATTA decided on Scotland after a lengthy and detailed review, including several presentations and site visits, of destinations worldwide. Salta, Argentina, was the first runner-up in the bidding process.
“Hosting this summit is an excellent opportunity for both Scotland and the Adventure Travel Trade Association to highlight the many options for adventure travel, business and recreation in Scotland,” said Minister for Tourism Jim Mather. “It is vital that we continue to look at new and innovative ways of attracting new visitors to our great country through initiatives such as this, ensuring that Scotland continues to be one of the ‘must visit’ destinations in the world that is open for business all year round.”
Scotland’s successful bid hinged upon many factors, most importantly for VisitScotland’s enthusiasm, planning and strategic vision, for a supportive government at the highest levels, for the country’s commitment to sustainable lifestyles, for its world-class adventure travel resources, and its early and active engagement of regional partners to strengthen European involvement in the event. VisitScotland also secured the support of Scotland’s First Minister Alex Salmond, rallied several major country tourism boards to support the trade conference, and partnered with event venue, transportation and accommodation partners to ensure a high value, cost-effective event for delegates worldwide.
“With such incredible destinations stepping up to host our the adventure travel community’s annual gatherings, the Summit site decision-making process has become more and more challenging,” said ATTA President Shannon Stowell. “Scotland’s inventive approaches, understanding of the ATTA’s short- and long-term vision, and its commitment to our mutual success gave this emerging adventure travel destination the edge.”
The ATTA’s Summit conferences engage, enlighten, inspire, and energize the leaders of the adventure travel community with executive-level networking, business and professional development programs, educational seminars and emerging adventure destination product review opportunities. Among the special offerings slated for 2010, the ATTA will feature new “Transformative Thinking” plenary sessions, enhanced special programs dedicated to connect delegates with high quality journalists, and “Key Market Forces” and “Tactics for Today” sessions designed to help adventure travel organizations turn operational, marketing, partnership and prospect challenges and opportunities into results-oriented endeavors.
With its ATWS events, the ATTA and its Summit delegates, primarily tour operators, destination marketing organizations, tourism boards, media, agents, adventure lodges, and service organizations (e.g., transportation, technology, marketing, etc.), influence the manner in which adventure travel is introduced, executed and sustained in any given destination worldwide. These adventure travel organizations collaborate to encourage the industry to adopt sustainability and best practices that give back to the people and places impacted by adventure travel.
Host destination of the 2010 Adventure Travel World Summit is Scotland. Registration is accessible at www.adventuretravelworldsummit.com.
Established in 1990, the Seattle-based ATTA (www.adventuretravel.biz) is a privately held, global membership organization dedicated to unifying, networking, professionalizing, promoting and responsibly growing the adventure travel market. Host of the annual Adventure Travel World Summit executive trade conferences (www.adventuretravelworldsummit.com), the ATTA also makes possible www.Adventure.Travel, the traveler’s hub of physical, cultural and nature-based adventure travel and guide to trusted tour operators from around the globe.
Product, Marketing Strategies To Shift in 2010 According to First Half 2009 Adventure Travel Tour Operator Study
October 15, 2009
Results of an August-September 2009 Adventure Travel Trade Association (ATTA) first-half of 2009 survey, which reveals the perspectives of 287 tour operators spanning 51 countries, reflects changes in traveler interests and behaviors which are influencing tour operators’ product and marketing approaches planned in 2010.
Participating tour operators, which together serve roughly two million customers annually, in responding to a series of questions concerning actual and perceptual changes in consumer behaviors experienced between January and June 2009, reported that travelers are showing increased interest in the following:
- Custom itineraries: 84% (i.e., 84% of operators reported an increased interest)
- Shorter duration trips: 73%
- Closer-to-home, shorter haul trips: 55%
- Activity based adventures: 79%
- Cultural-interaction adventures: 70%
- Volunteering within travel: 40%
- Multigenerational travel: 55%
According to the ATTA study, customers of surveyed tour operators also showed changing interest in destinations and booking behavior in the first half of 2009. Regions of the world tour operators indicated travelers expressed the highest positive change in interest compared to 2008 included South America (26%), North America (24%), Southern Africa (24%), Western Europe (23%), Middle East (20%) and South Asia (20%).
Meanwhile, operators also reported that travelers are booking trips closer to the actual time of departure. Thirty-five percent of tour operators believe that travelers’ shorter booking windows are here to stay or that the period will be even shorter than it is now. And, one third of operators believe that the booking window in the future will be completely unpredictable.
In line with traveler shifts, approximately half of the tour operators intend to offer more variety of inventory in 2010, with very few reporting a reduction in product offerings. The ATTA interprets, based on formal survey responses and feedback gathered through informal phone surveys throughout 2009, that operators may be increasing product variety to keep up with travelers’ changing preferences, including increasing demand for custom trip, shorter-duration and varied price-point options, as well as to further distinguish for travelers specialized product that helps to further distinguish providers in a highly competitive environment.
“There also appears to be continued strong support among customers for high quality, value-oriented companies, especially those with a clear sustainability message”, said ATTA Vice President Chris Doyle. “Survey results continue to tell us that operators are quickly adjusting marketing and public relations efforts to better address the way in which travelers are becoming aware of and learning about adventure travel options, how they choose destinations and activities of interest, and when they book their holidays.”
Commensurate with the ATTA’s mid-year findings concerning shifting consumer interests, operators indicated that their marketing budgets and strategies also have shifted for 2010.
As in 2007 and 2008 ATTA tour operator surveys, shifts toward more online marketing continue in 2009, with activities such as search engine optimization (SEO) and keyword buying outflanking more traditional means of advertising. Of the 287 tour operators surveyed, 66 percent indicated that 2010 budgets are increasing for online advertising and 72 percent for SEO, while 77 percent plan to dedicate resources specifically for online social networks. Facebook, Twitter and Linked In were the top sites indicated for these endeavors. Additionally, while the social networking phenomenon aspect of the Internet continues to climb, tour operators also are increasingly returning to more traditional customer (‘social’) relationship practices, with both serious increases in both public relations (55%) and physical world consumer/client events and activities (72%).
In the study, traditional advertising budgets continued to decline. Forty-seven percent of operators reported they plan to decrease or eliminate print advertising all together in 2010. Sixty percent of respondents reported they plan to reduce the number of shipped catalogs, while 65 percent plan to more narrowly target their direct mail efforts. Forty-six percent of respondents reported eliminating print catalogs altogether in 2010, reflecting travelers’ move toward digital means of securing information about adventure travel options.
Tour operator booking and profit performance reports for the first half of 2009 were mixed. Despite the economic situation, 33 percent reported bookings in the first half of 2009 were up, eight percent reported flat bookings compared to prior year, and 56 percent reported bookings were down, of which most were reporting bookings down between 10-30 percent compared to the first six months of 2008. Thirty-five percent recorded profits in the first half, 13 percent were flat, and 51 percent recorded losses in the first half of 2009 compared to 2008. Survey responses for the survey reflect actual performance in the first six months of 2009.
“Overall, the adventure travel industry, while impacted by the economy, had solid pockets of resilience and most companies were able to flex enough to survive and in a few cases, thrive, especially in very recent months,” said ATTA President Shannon Stowell. “Many companies did take fairly aggressive measures including layoffs, delay of capital expenditures, salary freezes and, ironically, travel budget reduction.” Not reported in this survey are anecdotal reports from phone surveys conducted between July and October 2009 of ATTA members and non-members indicating that bookings appear to be on the rise in the second half of 2009, so the thought of potential recovery is forefront.
Established in 1990, the Seattle-based ATTA (www.adventuretravel.biz) is a global membership organization dedicated to unifying, networking, professionalizing, promoting and responsibly growing the adventure travel market. ATTA members include tour operators, destination marketing organizations, tourism boards, specialty travel agents, guides, accommodations, media and service providers. Host of the annual Adventure Travel World Summit executive trade conferences (www.adventuretravelworldsummit.com), the ATTA also makes possible www.Adventure.Travel, the traveler’s hub of physical, cultural and nature-based adventure travel and guide to trusted tour operators from around the globe.
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Editor’s Note: The full study will be made available free to ATTA Members by October 16, 2009. It will be available to non members for $50USD via online download beginning the week of October 26th.
Fjord Norway’s Jørgensen Joins Adventure Travel Advisory Board
October 14, 2009
(SEATTLE) – OCTOBER 14, 2009 – Kristian B. Jørgensen, Managing Director of the Fjord Norway Tourist Board, today was named to the Adventure Travel Trade Association Advisory Board.
As Managing Director of Fjord Norway, Jørgensen oversees a region that is found in the Western part of Norway and stretches from Stavanger in the south to Ålesund in the north. Fjord Norway is a region that was rated by National Geographic Traveler’s panel of specialists as the world’s most attractive, unspoiled and best cared for UNESCO World Heritage Site.
“Kristian brings a pragmatic yet progressive viewpoint to the ATTA and his interest and vision for Norway and adventure travel is right in line with how the ATTA views the importance of the sector,” said ATTA President Shannon Stowell.
Jørgensen also brings exceptional destination marketing expertise, innovative sustainable tourism sensibilities and important European perspectives to the ATTA, a global trade association representing members from 56 countries. Jørgensen, veteran traveler having visited more than 80 countries and who speaks five languages, leads the Fjord Norway Tourist Board, an organization which has been nominated the best destination marketing company in Europe and has seen a 25 percent growth of tourism in the last four years.
Before working with Fjord Norway, Jørgensen was responsible for marketing Norway to international customers since 1992. For three years, he worked in the Norwegian Tourist Board putting together large international marketing campaigns; from 1997 to 2000 he was director of marketing for the organization that planned and carried out the European Capital of Culture Year 2000 in Bergen; and, for three years he was chief executive officer for the Historic Hotels and Restaurants of Norway. In addition, he served as vice president for the Historic Hotels of Europe, a hotel group organization consisting of 1,500 of the most unique hotels in Europe.
Other adventure travel industry experts committed to support the ATTA and its efforts to grow and sustain the adventure travel industry include the following Advisory Board Members:
- Richard Bangs, adventurer, entrepreneur, author, producer and director – “Richard Bangs’ Adventures with Purpose”
- Eric Brodnax, Vice President, Orbitz Worldwide – General Manager, Away.com & Outside Online
- Jeff Dossett, Chief Executive Officer, AdventureLink, Inc
- Urs Eberhard, Executive VP Markets & MICE Switzerland Tourism
- Francis X. Farrell, former publisher, Men’s Journal and National Geographic magazines
- Nicky Fitzgerald, Sales & Marketing Director, &Beyond
- Kurt Kutay, Founding Director and President of Wildland Adventures, Inc. and non-profit Travelers Conservation Trust
- Perry Lungmus, Director of Sales and Maketing, Travcoa
- Thornton May, Contributing Futurist, World Bank
- Helen Nodland, Founder Nodland Travel Enterprises, Chair of VAST, Virtuoso Travel Network
- Everett Potter, Author and Journalist, Contributing Editor, New York Times Syndicate, USA Today, Outside and others
- Gustavo Timo, Founder ABETA (Brazil Ecotourism and Adventure Association)
- Russell Walters, President, Northern Outdoors
Established in 1990, the Seattle-based ATTA (http://www.adventuretravel.biz) is a global membership organization dedicated to unifying, networking, professionalizing, promoting and responsibly growing the adventure travel market. ATTA members include tour operators, destination marketing organizations, tourism boards, specialty travel agents, guides, accommodations, media and service providers. Host of the annual Adventure Travel World Summit executive trade conferences (http://www.adventuretravelworldsummit.com), the ATTA also makes possible www.Adventure.Travel, the traveler’s hub of physical, cultural and nature-based adventure travel and guide to trusted tour operators from around the globe.
Adventure Travel Trade Association Achieves Key Milestones in 2009: Membership Growth, World Summit Registrations
October 13, 2009
(SEATTLE) – OCTOBER 13, 2009 – With the October 12, 2009, addition of Mexican tour operator Ecoaventura Mexicana, the global Adventure Travel Trade Association (ATTA) has grown to 500 corporate memberships representing 56 countries.
More than 100 organizations have joined the ATTA since January 2009, setting a new, one-year membership growth record, with more than two months remaining in the period. Additionally, the ATTA late last week eclipsed the 500 pre-registered delegate mark for its 2009 Adventure Travel World Summit, a trade-only executive gathering set for October 19-22, 2009, in Québec, Canada.
“Since re-launching the association in 2005 with around 100 members, our network has continued to grow, mature and effectively adapt its approach to reflect the ever-increasing needs of the global adventure travel community,” said ATTA President Shannon Stowell. “I am particularly pleased that now 500 organizations believe in the vision and benefits of the ATTA. Registering growth, especially in a tough economic climate, is gratifying – I humbly take it as an indicator that we are providing real value for this space.”
To call attention to its 500 member-milestone, the ATTA will recognize at its 2009 Adventure Travel World Summit Ecoaventura Mexicana as its 500th member. In doing so, Ecoaventura Mexicana will receive an extra year’s membership in the ATTA.
“This is a fantastic opportunity to project Ecoaventura towards international markets and Mexico as world class adventure travel destination”, said Ecoaventura Mexicana Director General Ms. Yolanda Ruanova. “It is also crucial to capture all training and best practices opportunities available through the ATTA”.
Membership in the ATTA has fluctuated since its 1990 inception. Between 1990 and 2004, the organizational structure, fee structure, business mission and composition of membership varied greatly, with most of its members based in the United States. In 2004, the ATTA shuttered its doors, restructured under the leadership of Stowell, redefined its mission and re-launched in 2005 as a global organization dedicated to responsibly and sustainably promoting and growing the adventure travel sector. And, since its 2005 re-launch, with Stowell at the helm, the organization has gained global recognition as a key galvanizing force for the adventure travel community worldwide.
Since the start of 2007, the ATTA has more than doubled its membership size. Today, ATTA’s membership is compromised of the following categories: operators, agents and accommodations (332 members); tourism boards, ministries and destination marketing organizations (42 members); industry Partners (102 members); and Association Partners (24 members).
While its annual Summit events are open to all tourism professionals, ATTA a high percentage of ATTA Members meet at the annual Summit for executive-level networking, business and professional development programs, educational seminars and emerging adventure destination product review opportunities. Adventure Travel World Summit sponsors for 2009 include: Host Destination Tourisme Québec and Aventure Ecotourisme Québec; Major Sponsors ExOfficio, Global Rescue, and Men’s Journal; and Key Sponsors Alpine Tourist Commission, Archaeology Magazine, Best of the Alps, Brazil, Canadian Tourism Commission, Tourism Promotion Corporation of Chile, Eddie Bauer, Visit Mexico, Innovation Norway, and National Geographic Adventure.
Established in 1990, the Seattle-based ATTA (http://www.adventuretravel.biz) is a global membership organization dedicated to unifying, networking, professionalizing, promoting and responsibly growing the adventure travel market. Host of the annual Adventure Travel World Summit executive trade conferences (http://www.adventuretravelworldsummit.com), the ATTA also makes possible http://www.Adventure.Travel, the traveler’s Adventure Travel hub of physical, cultural and nature-based adventure travel and guide to trusted tour operators from around the globe.
Adventure Tour Operator Scholarship Winners Named by Teva and ATTA
September 24, 2009
(SEATTLE) SEPTEMBER 24, 2009 – Entrepreneurs representing an ecotourism wilderness lodge operated by the Moose Cree First Nation people of James Bay, Canada; an eco lodge operated by members of Ethiopia’s Eastern Cushitic, ethno-linguistic Konso culture; and a bicycle ambulance service operated by community volunteers in Malawi, topped out 141 aspiring leaders seeking financial backing to attend the 2009 Adventure Travel World Summit (ATWS), a trade-only professional and business development conference for adventure tourism executives.
To assist deserving adventure tour operators in growing responsibly, today the Adventure Travel Trade Association (ATTA) and Teva® (a division of Deckers Outdoor Corporation, NASDAQGS: DECK), named the following winners of a joint, first-time scholarship program that provides financial support to early-stage adventure tourism enterprises (Project descriptions and tourism operations are available through the URLs provided.):
- Sacred Rides Mountain Bike Adventures/Bikes Without Borders – Toronto, Canada/Malawi
- Strawberry Fields Eco-Lodge – Konso, Ethiopia
- Washow Lodge – Moose Cree First Nation, Ontario, Canada
Providing young businesses with access to the ATTA’s global network, its membership resources and financial assistance to attend the October 2009 Summit is the intent behind the ATTA Tour Operator Scholarship Program. The program is made possible through a grant by Teva and managed by the association.
Each of the three scholarship recipients for 2009 receive:
- complimentary membership in the ATTA for one year ($500 USD value);
- entry to the 2009 ATWS ($895 USD value), a trade-only professional and business development conference for executives set for October 19-22 in Charlevoix, Québec, Canada; and
- $1,000 USD travel stipend for travel to the ATWS.
“Through our scholarship program, travel outfitters are rewarded for creating forward-thinking initiatives that enhance the adventure travel experience and benefit the local region at the same time,” said Liz Ferrin, Teva Branded Content Manager. “We look forward to watching how these first-time scholarship recipients will make a difference in the communities where they operate.”
Five finalists also were considered for their good work and sustainable practices:
- Black Mountain Montenegro Ltd. – Herceg Novi, Montenegro
- KumbukRiver Eco Extraordinaire – Dambeyaya, Sri Lanka
- SocialTours.com travels – Kathmandu, Nepal
- Ultimate Belize Adventure Travel – San Ignacio, Belize
- WAVES for Development International – New York, USA/Peru
“Choosing winners from such an incredibly rich, innovative and diverse applicant pool was a difficult task,” said ATTA President Shannon Stowell. “After studying many deserving applications, we’re confident that the responsible adventure tourism development projects to be led by this year’s winners and finalists are poised for success.”
Entries were reviewed by ATTA and Teva staff. Each of the 141 applicants were evaluated on the following criteria:
- Demonstrated need (start-up’s, nonprofit status – though not a requirement, located in an emerging but impoverished destination, etc.),
- Potential for positive impact on local cultural, ecological, and/or historical resources;
- Exemplary ecological, historical, and cultural practices;
- Exemplary efforts to work with local and indigenous peoples;
- Proof of the highest level of professional ethics and practices; and
- Ability to prove how this Scholarship will be used to elevate the business to achieve a higher level of success – and how it can be utilized sustainably to build long-term and lasting success for the company and the people and places visited.
“We are buzzing with adrenaline at being selected,” said Mike Brcic, President of Sacred Rides Mountain Bike Adventures. “As a small but growing business that is pushing the envelope on sustainable tourism, we’re excited for the opportunity to meet and learn from other tour operators, as well as share our innovative ideas with others in the global adventure travel community. And, given that we’re putting together a new trip in Quebec, the timing couldn’t be better!”
The scholarship will be used by selected incorporated tour operators to grow their business, network, develop their professional skills, and be mentored and inspired by industry peers and influencers.
About Teva
Founded in 1984, Teva began with an unassuming Grand Canyon river guide and an idea that would become the world’s very first sports sandal. The first pairs of Teva footwear were sold out of a van to friends and fellow boaters at the various put-ins along the river. From this beginning a culture of passion for adventure has defined the Teva lifestyle. Today, Teva remains committed to both the innovation in footwear suited for the adventure lifestyle and the protection of the earth’s waterways. Teva is a division of Deckers Outdoor Corporation, NASDAQGS: DECK. Deckers Outdoor Corporation strives to be a premier lifestyle marketer that builds niche brands into global market leaders by designing and marketing innovative, functional and fashion-oriented footwear
developed for both high performance outdoor activities and everyday casual lifestyle use. Teva®, Simple®Shoes, UGG® Australia, TSUBO®, and Ahnu® are registered trademarks of Deckers Outdoor Corporation.
About the Adventure Travel Trade Association
Established in 1990, the ATTA (www.adventuretravel.biz) is a global membership organization dedicated to unifying, networking, professionalizing, promoting and responsibly growing the adventure travel market. ATTA members include tour operators, destination marketing organizations, tourism boards, specialty travel agents, guides, accommodations, media and service providers. Host of the annual Adventure Travel World Summit executive trade conferences (www.adventuretravelworldsummit.com), the ATTA also makes possible
Adventure.Travel, the traveler‟s hub of physical, cultural and nature-based adventure travel and guide to trusted tour operators from around the globe.
Global Rescue Sponsors Adventure Travel Trade Association, 2009 Adventure Travel World Summit
September 17, 2009
Recent Sponsor Growth Reflects Rising Sector Confidence, Expanding Global Network
(SEATTLE) – September 17, 2009 – Global Rescue, a leading provider of worldwide medical, security, evacuation and crisis response services, has become a “Major Sponsor” of the Adventure Travel Trade Association (ATTA) and its October 19-22, 2009 Adventure Travel World Summit (ATWS).
Global Rescue is one of three Major Sponsors that have entered into long-term sponsorships of the ATTA and its annual Summit events. Recent sponsor growth, mirrored by record membership sales at the ATTA in 2009, reflects rising confidence and growth in the adventure travel sector within the leisure travel market, as well as the association’s expanding global network.
“We help make the world safer for adventure travelers and reduce the legal and operations risks for tour operators,” said Global Rescue Chief Executive Officer Dan Richards. “The ATTA’s selection of Global Rescue as their exclusive medical, security and evacuation sponsor clearly indicates how important the safety and welfare of the client is to the industry.”
Backing for the ATTA also is increasing at other sponsorship levels in strategic service categories as well, including the recent addition of AdventureLink, Inc. As a new Contributing Sponsor, AdventureLink, the world’s largest online source for booking adventure travel, supports the ATTA, plus, it joins the 2009 Adventure Travel World Summit stable of significant sponsors including: Host Destination Tourisme Québec and Aventure Ecotourisme Québec; Major Sponsors ExOfficio and Men’s Journal; and Key Sponsors Alpine Tourist Commission, Archaeology Magazine, Best of the Alps, Brazil, Eddie Bauer, Tourism Promotion Corporation of Chile, Innovation Norway, and National Geographic Adventure.
Industry service organizations aligning with the ATTA are on the rise, with each providing vital support and value to a specific aspect of the adventure travel trade. In the case of Global Rescue, which airlifts climbers from the Himalayas, skiers from the Alps and the Andes, its partnerships with hundreds of tour and travel operators worldwide is a strategic service match for the ATTA as it helps adventure travel operators and travelers to be better prepared for the unexpected risks of travel.
Such service partners are attracted to the ATTA because of its proven track record of creating productive business-to-business platforms and increasingly, providing direct-to-traveler linkages with the adventure travel sector. Most Major and Key sponsor components for the ATTA and its annual ATWS events generally include financial, advertising, promotional and marketing considerations through a mixed array of digital mediums, events and cooperative agreements.
Growth in sponsorship also is evident in other ATWS sponsorship categories including an array of support for event elements including such things as carbon offsets, a Cyber Café, networking receptions, lunch and dinner events, and other program elements. Adventure Travel World Summit sponsors for 2009 ATWS include:
Supporting Sponsors:
Contributing Sponsors:
Sponsors:
Sponsors continued:
- Expedicion
- Fjord Norway
- First Ascent
- GORPtravel
- Orbitz.com
- Overseas Printing Corporation
- PromPeru
- Fishbowl
- Terramar Sports
- Teva
- TNT Magazine
- VAST
- Virtuoso
“Sponsor growth during this period conveys to me that the ATTA is on point, providing the right opportunities for our members to gain visibility and industry connections in the right places, through the right venues and at the right time,” said ATTA President Mr. Shannon Stowell. “Our expanding membership base, gained through the strategic expansion of our global network, has attracted some marquee brands that bring great value and commitment to the adventure travel community, and we’re grateful for their support.”
Event information and registration for the 2009 Adventure Travel World Summit is available at http://www.adventuretravelworldsummit.com.
Established in 1990, the Seattle-based ATTA (www.adventuretravel.biz) is a global membership organization dedicated to unifying, networking, professionalizing, promoting and responsibly growing the adventure travel market. ATTA members include tour operators, destination marketing organizations, tourism boards, specialty travel agents, guides, accommodations, media and service providers. Host of the annual Adventure Travel World Summit executive trade conferences, the ATTA also makes possible www.Adventure.Travel, the traveler’s hub of physical, cultural and nature-based adventure travel and guide to trusted tour operators from around the globe.
First ISO Adventure Tourism Working Group Meeting Set for October 23, Adjacent to 2009 Adventure Travel World Summit in Québec, Canada
August 26, 2009
Summit Gains Traction as Organizers Schedule Around ATTA’s Annual Conference
(SEATTLE) – Led by two authoritative standards organizations – Brazil’s Associação Brasileira de Normas Técnicas (ABNT) and the United Kingdom’s BSI, endorsed by the global Adventure Travel Trade Association (ATTA), and backed by a 27-country ISO vote, the newly formed ISO Adventure Tourism Working Group (ISO TC 228) has scheduled its first meeting adjacent to the 2009 Adventure Travel World Summit October 19-22 in Charlevoix, Québec, Canada.
The ISO group’s October 23rd meeting coincides with other specialized tourism entities that are scheduling meetings and events throughout the ATTA’s annual fall Summit. For 2009, The International Ecotourism Society (TIES), VAST (Virtuoso Active & Specialty Travel), ABETA – the Adventure and Ecotourism Association of Brazil, and Trusted Adventures, a collection of U.S.-based tour operators, each will collaborate with the ATTA in assembling co-located meetings and activities. Increasingly, the ATTA is fielding special requests for Summit adjacency meetings so that complementary organizations may take advantage of the annual assembly of hundreds of adventure tourism industry professionals.
Created as a forum to discuss and establish standards to key issues that affect tourism industry competitiveness and development in the long term, the ISO TC 228, together with the Brazilian and U.K. standards organizations, invite delegates and experts from all over the world to contribute to this meeting. It is the first time that “Adventure Tourism” is being recognized by the ISO (International Organization for Standardization – www.iso.org), the world’s largest developer and publisher of International Standards.
Global standardization in the field of adventure tourism is designed to promote good practices and improve the quality, safety and services within the adventure tourism sector. In recent years, many different countries have developed various initiatives to organize and develop standards for adventure tourism. The very existence of the multiplicity of solutions in the global market led to broad industry support for the pursuit of consensus-based International Standards.
Proposed by the national standards bodies (NSBs) of Brazil and the United Kingdom (ABNT & BSI), the new Working Group on Adventure Tourism will focus on developing working plans that lead to three new areas of International Standards including:
- Safety management requirements (including a glossary of terms),
- Leader/guide competence/cies, and
- Minimum information provided to clients.
In addition to Summit delegates, countries forming the TC228 will invite their respective experts and delegates to the inaugural meeting. The overall approach proposed for this new standard has the potential to lead to improved coordination and enhancement of the application of standards for specific activities in each country through the provision of a common, fundamental approach to risk assessment and management. Lead NSBs include: ABNT – the Brazilian Standardization Body, responsible for the development of the Brazilian national standards and responsible for represent Brazil at the international level in regional and global standardization discussions; and BSI – a U.K.-based global independent business services organization providing standard-based solutions in more than 120 countries.
To align expectations from all participants, the ISO TC 228 is beginning to establish the meeting agenda with all the stakeholders For more information about the ISO TC 228 Adventure Tourism Working Group meeting, contact Janaina Zonzin, ABETA Public Relations Coordinator, 55 31 3261 5707, janaina@abeta.com.br.
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About the International Organization for Standardization (ISO): ISO, the world’s largest developer and publisher of International Standards, is a network of the national standards institutes of 162 countries, one member per country, with a Central Secretariat in Geneva, Switzerland, that coordinates the system. ISO is a non-governmental organization that forms a bridge between the public and private sectors. On the one hand, many of its member institutes are part of the governmental structure of their countries, or are mandated by their government. On the other hand, other members have their roots uniquely in the private sector, having been set up by national partnerships of industry associations. Therefore, ISO enables a consensus to be reached on solutions that meet both the requirements of business and the broader needs of society.
About the Adventure Travel Trade Association (ATTA): Established in 1990, the ATTA (www.adventuretravel.biz) is a global membership organization dedicated to unifying, networking, professionalizing, promoting and responsibly growing the adventure travel market. ATTA members include tour operators, destination marketing organizations, tourism boards, specialty travel agents, guides, accommodations, media and service providers. Host of the annual Adventure Travel World Summit executive trade conferences, the ATTA also makes possible www.Adventure.Travel, the traveler’s hub of physical, cultural and nature-based adventure travel and guide to trusted tour operators from around the globe.
Eddie Bauer Sponsors Adventure Travel Trade Association, 2009 Adventure Travel World Summit
August 25, 2009
(SEATTLE) – (August 24, 2009) – Forty-six years ago, Jim Whittaker, donning Eddie Bauer mountaineering gear, became the first American to summit Mount Everest.
Today, Eddie Bauer is in the midst of its significant launch of a new adventure and mountaineering gear and apparel line. To reclaim its mountaineering heritage, Eddie Bauer has launched major promotional efforts, including a year-long Key Sponsorship of the Adventure Travel Trade Association (ATTA) and its 2009 Adventure Travel World Summit (ATWS).
Cooperative marketing exchanges are central to the Eddie Bauer-ATTA agreement, which includes financial backing for the ATTA and cross-promotion. The partnership provides Eddie Bauer with branding exposure and direct access to the association’s trade network, which includes hundreds of outfitters and agents worldwide who serve millions of adventure travelers annually.
For its part, the ATTA receives branding exposure for its consumer initiatives such as www.adventure.travel within the retailer’s print and online distribution channels. The exposure includes Adventure.Travel exposure in Eddie Bauer’s fall 2009 catalog, which is distributed to more than 2.1 million households.
In support of the ATTA’s October 19-22, 2009 ATWS in Charlevoix, Quebec Province, Canada, Eddie Bauer is the presenting sponsor of the ATWS opening Day of Adventure on Oct. 19 ahead of the event’s opening ceremonies. ATTA’s Summit Day of Adventures, presented annually, sees hundreds of Summit delegates participating in physical, cultural and nature-based adventures. In addition to brand exposure, Eddie Bauer will deliver product demonstrations and give away First Ascent and Eddie Bauer product to the hundreds of adventure travel industry professionals attending the ATTA’s global conference.
In a bold return to its heritage, Eddie Bauer recently partnered with a highly accomplished group of mountaineers to build a new line of outerwear and gear called First Ascent. First Ascent combines Eddie Bauer’s legacy as the original expedition outfitter with the expertise of some of today’s most renowned mountain guides and climbers, including Everest veterans Peter Whittaker, Ed Viesturs and Dave Hahn.
“Eddie was an authentic adventurer. A champion of many adventurous pursuits, he also outfitted everyone from world-class mountaineers to archaeologists on major expeditions around the world,” said Eddie Bauer President and Chief Executive Officer Neil Fiske. “With the launch of our new First Ascent line of gear, we return to our roots as a premier adventure outfitter.”
The First Ascent Guide Team is led by Peter Whittaker, son of acclaimed mountaineer Lou Whittaker and nephew of Jim Whittaker. Also part of the team is Emeritus ATTA Advisory Board Member Ed Viesturs, the only American to summit all fourteen 8000-meter peaks without bottled oxygen, and Dave Hahn, who has summited Everest eleven times, more than any non-Sherpa. Joining Whittaker, Viesturs and Hahn are three accomplished guides from Rainier Mountaineering, Inc. (RMI).
“ATTA’s leadership brings more than 40 years of experience from within the outdoor industry, including years of direct experience with Eddie Bauer, Ed Viesturs and Jim Whittaker,” said ATTA President Mr. Shannon Stowell. “The integrity of the Eddie Bauer brand, its leadership and deep connection to worldwide travel, adventure and mountaineering, combined with its support of guides and travelers, makes this a promising partnership.”
Prominent active gear brands including ExOfficio, Eagle Creek, Teva, Keen and Osprey in recent years have stepped up efforts to harness the influence and market potential of the adventure tourism sector. Outdoor and adventure travel segment collaboration is designed to provide productive cross-selling environments for retailers, manufacturers and travel companies, which, in the end, brings more value to our businesses, outdoor enthusiasts and travelers.
Forthcoming efforts to back the strategic alignment of the outdoor and adventure travel industries includes the first ever dedicated adventure travel presence within the Nielsen Business Media Sports Group (NBM). At NBM’s Outdoor Retailer Winter Market in 2010 the ATTA will introduce and establish innovative adventure travel-oriented conference content, exhibitions and sponsorship initiatives.
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About Eddie Bauer
Established in 1920 in Seattle, Eddie Bauer is a specialty retailer that sells outerwear, apparel and accessories for the active outdoor lifestyle. The Eddie Bauer brand is a nationally recognized brand that stands for high quality, innovation, style and customer service. Eddie Bauer products are available at approximately 370 stores throughout the United States and Canada, through catalog sales and online at www.eddiebauer.com. Eddie Bauer participates in a joint venture in Japan and has licensing agreements across a variety of product categories.
About the Adventure Travel Trade Association
Established in 1990, the Seattle-based ATTA (www.adventuretravel.biz) is a global membership organization dedicated to unifying, networking, professionalizing, promoting and responsibly growing the adventure travel market. ATTA members include tour operators, destination marketing organizations, tourism boards, specialty travel agents, guides, accommodations, media and service providers. Host of the annual Adventure Travel World Summit executive trade conferences (www.adventuretravelworldsummit.com), the ATTA also makes possible www.Adventure.Travel, the traveler’s hub of physical, cultural and nature-based adventure travel and guide to trusted tour operators from around the globe.
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