Global Rescue medically evacuates U.S. Ski Team racer after crash
November 30, 2009
Global Rescue has medically evacuated injured U.S Ski Team downhiller TJ Lanning from Calgary, Alberta, to Vail, Colorado, after a crash that left the skier with a dislocated knee and a fractured vertebra in his neck.
Lanning was transported to Vail by a medically equipped Lear jet.
The Olympic hopeful caught an edge in the opening downhill and fell face-first before tumbling several times into the netting lining the trail. The crash occurred in the fastest section of the course where skiers have been clocked at speeds in excess of 60 miles per hour. He was airlifted off of the mountain and taken to the Foothills Medical Center, where he was diagnosed with a fractured C5 vertebra and a dislocated patella. Lanning elected to recover at the Vail Valley Medical Center.
Global Rescue is an emergency services company that provides best-in-class medical, aeromedical evacuation, search and rescue and security services to individuals, corporations, travelers and expeditions worldwide. The company’s emergency response teams are composed of paramedics, physicians and security personnel, many of whom are veterans of elite special operations units of the U.S. Military. Through an exclusive relationship with Johns Hopkins, Global Rescue members benefit from the advisory services of some of the world’s finest physicians. The company utilizes only the finest contracted medical aircraft worldwide and will fly members to the domestic hospital of their choice in the event of an illness or injury requiring hospitalization.
Global Rescue is the official medical evacuation provider for the U.S. Ski and Snowboard Teams.
For more information on these or other missions, visit http://blog.globalrescue.com, contact (617) 459-4200 or email press@globalrescue.com.
Editor’s Note:
ATTA Member and Major Sponsor Global Rescue offers special services for adventure travelers worldwide. In this case, it’s a bit closer to home, but conveys the depth and speed of their services. They’ve many compelling “rescue” stories from around the globe. And, while we hope never to use their services, it offers a bit of extra insurance for the unexpected.
ExOfficio Launches Innovative Outerwear for Fall 2010
November 25, 2009
Creating Layering Solutions that Utilize Cutting Edge Technology
Tukwila, WA – ExOfficio, a leading manufacturer of adventure travel apparel, has launched a new line of outerwear that utilizes Primaloft One and Polartec Wind Pro.
Keeping the meandering adventurer in mind, ExOfficio outerwear is engineered for travel, adventure and the ultimate performance while outdoors. This logical layering system works together to achieve the ultimate warmth and functionality. Focusing on durability and versatility, these pieces provide varied solutions for outdoor layering.
Storm Logic™ (MSRP: $120-$150)
Innovative Outerwear Utilizing PrimaLoft® One for Lightweight Insulation
How It Works
PrimaLoft One absorbs 3x less water, is 14% warmer when dry and 24% warmer when wet than the competitive insulation. This slightly puffy collection is engineered with specially treated ultra-fine fibers to form a water resistant insulating structure.
Wind Logic™ (MSRP: $95-$149)
Innovative Fleece Collection Utilizing Polartec® Wind Pro®
Made with Polartec® Wind Pro®, this fleece collection is breathable and provides 4x the wind resistance of traditional fleece.
- 4 times more wind resistant than traditional fleece
- Warmth without weight
- Highly Breathable
- Machine Washable
- Water repellent
- Durable
Rain Logic™ (MSRP: $199)
Introducing Waterproof, Breathable 2.5 Layer Fabric
How It Works
Made with mechanical stretch nylon that’s laminated with a thin polyurethane membrane, treated with DWR and printed on the inside for additional abrasion resistance.
Water Repellency: 15,000mm
Breathability: 20,000g
About ExOfficio
ExOfficio was born in 1987 when two guys in a garage engineered a shirt with the functions of a fly-fishing vest, the ventilation of a cool breeze and the construction of a men’s dress shirt. The company has created apparel known for innovative technical features and performance benefits ever since. ExOfficio is sold internationally in specialty outdoor, fly-fishing, travel and luggage stores. Products are available in ExOfficio retail stores and online. ExOfficio is devoted to enhancing worldly exploration through clothing and footwear that packs-well, performs and is durable enough for a lifetime of adventure.
For more information visit www.exofficio.com.
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.
Success Continues for ATTA’s ‘Manufacturer FAM Tours’
July 7, 2008
Outdoor Gear Companies and Adventure Destinations Continue to Prove They are a Great Fit
By Chris Chesak
The ATTA’s Manufacturer FAM trips continue to be successful, as a recent trip to the Yukon proved. The Manufacturer FAM’s bring outdoor industry gear and apparel manufacturers to a destination as an opportunity to take photos of their outdoor product for use in catalogs, advertisements, and more.
“The (FAM) tour was an unbelievable success,” noted Paula Pawlovich, manager of the YukonWILD marketing program and host of the FAM. “I foresee Yukon attaining many exceptional opportunities out of it. The ATTA did a brilliant job getting exceptional partners here.”
ATTA staff were able to use their 40+ years experience in the outdoor industry, utilizing their deep contacts there to recruit the trip’s participants, including: Canada Goose, Canadian made extreme outerwear, ExOfficio travel clothing, KEEN Inc. footwear, Kelty packs, and Schoeller performance fabrics.
Said Shannon Walton of Schoeller USA, “I found the trip to be invaluable in so many ways. We got many great product shots for our partner Canada Goose, but also just the flow of conversations about marketing, market strategies, branding, adventure travel and the outdoor industry were powerful and truly illuminating. We even started working with our hosts to help them with branding concepts for the Yukon itself.”
Using their own photographers and one provided by Tourism Yukon, the attendees of the FAM made the most of the Yukon’s midnight sun to shoot thousands of photos. Already ExOfficio has confirmed plans to use one of the images for an advertorial in 48,000 outdoor gear catalogs, while other brands are in the process of reviewing their photos for use in advertisements, catalogs, hangtags, and other promotions to the North American outdoor market. Tourism Yukon also used the opportunity to shoot the FAM attendees for their own promotional materials as well.
But above and beyond the immediate returns of photographs of the Yukon splashed across forthcoming outdoor publications and manufacturer catalogs, the trip offered an opportunity for the destination to make deep connections with some key brands. Just days after the trip’s conclusion, Yukon was presented with proposals from some of the companies to work together on co-promotions and joint marketing opportunities.
Previously, these co-promotions included the manufacturer promoting a sweepstakes with a trip for two to the destination for consumers. The manufacturers used email marketing, posters in retail stores, websites, trade show events, and even a MySpace page to promote the destination’s sweepstakes. From one previous such Manufacturer FAM, one brand alone logged millions of impressions (and more than 30,000 North American outdoors-people to date signing up via their website to win a trip to the destination). That brand then also used the partnership to create a press trip for journalists from the New York Times, Newsweek, Health, National Geographic Adventure, and other publications.
“These brands represent the core of the outdoor industry and they reach consumers that are ideal for promoting the Yukon to,” said Pawlovich. “But not only do they represent an ideal market for us, they are non-traditional partners and are thus full of new ideas, energy, and opportunities for the Yukon. We’re extremely excited about the prospects – and thankful for the ATTA’s assistance in making this all possible.”
Above and beyond ‘take-away’, impressions, and ROI though, the Yukon trip had an immediate and lasting effect on the attendees.
“It was absolutely incredible—personally and professionally,” noted Becky Chambers, Marketing Manager for KEEN Inc. “I came to the Yukon having no idea what to expect and by the time I left, had fallen head over heels in love with it.”
With the seed now planted with these key outdoor industry players, there could be some new buzz going around industry events in the near future, buzz about the Yukon.
Outdoor Gear Manufacturing and Adventure Travel Industries Get Creative, Drive Results in Cross-Industry Promotions
May 12, 2008
Finding ways to better connect the adventure travel industry with the outdoor (human-powered) gear and manufacturing industry has been a pet project of the Adventure Travel Trade Association for years. Like many good projects that come to fruition, a dose of patience, a solid vision, seeing the connective tissue an idea, a genuine investment in relationships and persistence in seeing a project through is required.
Two recent projects that showcase the potential of collaboration between the related industries – the shared objectives are to drive more consumer/traveler interest in both product and destinations simultaneously.
- The first example connects notable outdoor gear brands with destination marketing organizations around the world. What might these two types of organizations have in common? Gear manufacturers’ FAM trips brings destination to core groups of outdoors-people. In this example, an ATTA-facilitated familiarization trip helps a destination achieve 7.5 million “touches” in North America. Read more>>
- In this second example, ATTA Sponsor W.L. Gore & Associates, a leading manufacturer of advanced technology products including the GORE-TEX® brand, named the Top 10 GORE-TEX® Footwear Summer Travel Destinations for 2008 as part of a consumer marketing campaign challenges U.S. travelers to uncover a hidden GORE-TEX® brand logo (the GORE-TEX® logo is diamond shaped) in the participating destinations. For the overseas destination, the project is expected to help raise awareness among North American travelers of the destinations featured in the program. Results from the program are expected to be released later this fall. For now, GORE-TEX has pulled out all of the stops in developing its Web site presence and it’s viral email marketing (see example) also are quite sophisticated and make clear connections between outdoor/travel footwear and travel. Access the press release announcing the campaign>>
For organizations representing either industry seeking to connect with the other and/or explore creative promotional ideas, contact ATTA Vice President of Business Development Chris Chesak at cchesak@adventuretravel.biz.
SwitzerlandMobility Launches World’s Largest Active Travel Trails Network – Stunning Progress, Potential
May 12, 2008
Murten, Fribourg region, Switzerland…
With the April 25th inauguration of SwitzerlandMobility, a project spearheaded by The SwitzerlandMobility Foundation and Switzerland Tourism – on the deck of a solar powered Hobie Cat in Murten – Switzerland Tourism is once again pushing the envelope by launching SwissMobility, a seemingly improbable active travel effort that expects to turn promise and hope into hard cash, especially during its slower summer tourism season.
After four years of persistence, a CHF 25 million investment (US $24 million), and the collaboration and agreement of 26 cantons, as well as the Principality of Liechtenstein, eight federal agencies and the support of more than 1,100 tourism, transport and sport partners, the SwitzerlandMobility Foundation and Switzerland Tourism on April 25, 2008, inaugurated the world’s largest national network of non-motorized transport routes ever created.
In a country where efficient transport is nearly trademarked, Switzerland has again raised the stakes, introducing a whole new pedigree of trail system.
Unique worldwide, Switzerland now boasts a standardized signposting program for its human-powered national and regional recreational trails. This integrated trail system, which is fully supported by specific and especially detailed route guides for active travelers (presently available in French and German, with English versions expected in 2009), features more than 100,000 signposts, 20,000 kilometers of interconnected hiking, cycling, inline skating, canoeing and mountain bike trails, and accessibility from more than 18,000 different stops on Switzerland’s public transport network.
Further, a range of services is available along the routes including accommodation (ranging from luxury to beds of straw on farms), luggage transportation, sports equipment rental (e.g., bicycles, mountain bikes, electric FLYER bikes, etc.) and discounted travel on public transport.
“SwitzerlandMoblity is one of the most important tourism projects in Switzerland in the past fifty years,” said Jürg Schmid, Director of Switzerland Tourism.
A chancy investment? Hardly. Proof of concept was delivered throughout the last several years with a hard review of its precursor: the highly-regarded “Cycling in Switzerland” project introduced in 1998. Cycling in Switzerland was created as a cycling trailing network about seven years ago and is reported to have generated tourism income of CHF 155 million (US $149 million) in 2007 alone. Based on its predecessor’s success, SwitzerlandMobility calculates the new trail system will yield between CHF 300 and 500 million (US $291 to 479 million) per year in new tourism currency.
SwissMobility is expected to be a boon to the Swiss travel and leisure. Tourism officials there call out “active travel” as a “mega-trend” and suggest the timing is ideal for the project’s launch. Plus, representatives from Switzerland’s public works, planning and the environment field note that the project makes a substantial contribution to the Switzerland’s policies regarding health and the environment. Further, and here’s where time will tell, the project is believed to figure significantly in improving the lives of local residents within reach of the trail system and helping to reduce negative impacts to the environment.
The morning after the project’s April 25th press conference, Murten hosted a “slow-down” day where more than 70,000 people – men, women, children, elderly, etc. – participated in human-powered trail activities, testimony to the power of quality trail systems and the interest among local residents.
First hand observations during the project’s launch are that the completely networked system truly does usher in a whole new level of potential – and reality – for human transport within the alpine country’s borders. During a three-day cycle tour to experience the new trail system, local Swiss far outnumbered the guest travelers. And, surely increased visitor use of the trails will bring new revenues into small villages and farming communities along the way. Travelers may easily purchase local foods, arts, crafts, wine and more from villages along the way that ordinarily might be passed by “ordinary” tourism routes. What was missing during the launch? High quality local guides who could help to enrich the traveling experience. SwitzerlandMobility suggests that the guide component is on its way.
Progressive Public-Private Partnership Model
Put together a non-profit foundation, the Swiss Confederation, 26 cantons, the Principality of Lichtenstein, private communities and local organizations, public and private transportation organizations (includes railways, buses, aerial cableways, shipping, etc.), and a ground tour operator and what do you get?
A potential stalemate – unless of course, you’re in Switzerland where collaboration is an essential factor of life, and seeking acceptable solutions are the expectation. Four arduous years of collaborating, facing all probable obstacles, the group persisted and worked the solutions from the ground up. And this result, from organizations and institutions that until this time had largely worked highly independently.
There was simply too much to gain.
By all measures, the level of coordination is surely unprecedented in the adventure travel industry. The online integration of all the partners involved is itself unique. The depth of partnership, diligent connectivity described during the press conference, etc. – it’s a visionary leap – and one that delivers real results to travelers.
Add to it major financial project sponsors, plus truly enthusiast drivers of the concept, whether for profit or more altruist purposes. Sponsors and media also figured into the process to help “sell” the project and raise awareness for it.
For this project to work, partners argued that it must contribute economically, must fit into and support both environmental and active lifestyle policies, and be fully integrated with existing public and human powered transport options. Turns out, it not only accomplished those elements, its goals match those of tourism, transport and environmental policies as well.
Responsibilities concerning the coordination and development of the overall project included the full integration of national and regional trail routes, signposting standardization, identifying information points, and integrating public transport solutions with the trail program. Further, development of the online presence, guidebooks and trail maps, garnering support of accommodations along established trail routes, bike rental coordination were no small undertaking.
So, how does it work and what does it mean for active travelers?
So, Switzerland has a new trail system. How does it work? Travelers are able to access information about the country’s integrated trail system ahead of time and create their own active holiday routes at www.switzerlandmobility.ch. The interactive, do-it-yourself Web site is the result of close collaboration between the SwitzerlandMobility Foundation, Switzerland Tourism and the rail operator, SBB. It’s a sophisticated multi-media site, yet intuitive and even features a film that offers background on the project. One truly can plan out a multi-week holiday in one sitting.
However, if you’re not a do-it-yourselfer…Want your luggage transferred from lodging to lodging daily to save your back? Want to ensure your lodging’s reserved before you arrive – and that prices are locked (FIXED prices throughout the summer, April through October season) regardless of when between you’re planning to travel?
Here’s where SwitzerlandMobility’s tour operator partner, SwissTrails (www.swisstrails.ch), comes into play. SwissTrails is responsible for bookings across all 22 national routes in all five areas of the SchweizMobil (as it’s referred to in Switzerland’s native tongue) project – cycling, walking, mountain biking, skating and canoeing. SwissTrails was set up in 2004 by Ruedi Jaisli, an author of several trail guide books and is a pioneer in adventure and experiences tourism in Europe and Switzerland (he set up the first long-distance cycle route in Switzerland with Eurotrek in 1993).
Jaisli’s vision with SwissTrails is to not only offers packages, but to offer travelers the chance to devise their own individual travel programs lasting as long as they wish. Made possible through an a la carte menu of support options (e.g., selecting type of lodging, whether or not to include meals, duration of stays, type of transport, etc.) along with the convenience of pre-booked accommodation and luggage transfer. SwissTrails’ program is supported by guidebooks, 57 of them in all, primarily in French and German, with only a few so far translated into English (all are expected to be available in English by 2009).
SwissTrails.ch also features an online booking engine (with more than 2,500 partners) with interactive, maps, hotels, public transport sites – the Web execution alone was a mammoth undertaking – and, all delivered in high quality Switzerland simplicity and efficiency. Few booking engines can make finding a place to spend the night in Switzerland along active travel routes easier. Between SwitzerlandMobility and SwissTrails, the new project caters to nearly all levels of ability and interests, and enables access to virtually all corners of the country.
Luggage transfer? In the case of this author who participated in a 3-day trial run of one of the new bicycling trails, all baggage arrived as promised and in the hotel room. Another journalist participating on the trip was not so lucky at one point, but once lost-luggage was reported (SwissTrails offers a 24/7 emergency hotline for any eventuality – bike failure, lost luggage, decide to switch accommodations, etc), the bags were promptly traced down and delivered properly.
Why does this matter to the adventure travel industry?
As far as “adventure” goes, Switzerland has extraordinary active and physical adventure potential, but difficult to access for most, it’s not. Sure, lengthier alpine expeditions or remote mountain bike adventures abound for the truly hardy souls. But, for the uninitiated international traveler, Switzerland’s an ideal place to new adventure travelers to get their feet wet in more active and specialized travel. Most people here speak English, the transport system easy and effective and security is very good.
Because it’s so well-thought out and easy to use, Switzerland’s new trail system project could signal a shift toward more self-directed travel in this country, which may seem to work against tour operators’ business. In this case, however, the project seems to have delivered an interesting hybrid between independent travel and the support tour operators might provide.
SwissTrails offers its a la carte options to individual travelers, but offers multiple services that takes much of the unknowns out of “adventure” travel. That then begs the question, can this be called adventure? For many, pedaling in a foreign country (no matter how easy it is to move about) with only route maps and trail signs, with the flexibility to go off-piste on a whim, remains adventurous.
North American tour operators interested in Switzerland as an adventure destination (soft or more difficult), may find in a SwissTrails a solid on-ground supplier, one that can make a inbound operator’s ground supply sourcing extremely efficient and high quality to boot. Inbound tour operators might find new product potential and/or add-ons to existing adventures leveraging the advanced private-public partnerships already developed between SwissTrails and the Swiss tourism board, local communities and transport companies. When the project introduces its network of high quality local guides, the opportunity will be even more compelling.
Bugs
There are few. First, not all train stations are fully up to speed on the program as yet. Since the effort’s just been launched, not all the train stations visited during the press tour were fully aware of how the program was to work. That said, all train stations knew of the project and that’s a solid start. It’s expected that time will cure this minor ailment. Processing sports equipment (e.g., bikes), coordinating their movement for the next tours, etc., is not yet perfected.
And, while the 100,000 signs would seem to make it seem impossible to get lost, several cyclists still did during the press tour. Thank goodness there’s still room for unexpected detours and the unknown!
Who Switzerland Tourism is targeting and how they’ll market it:
Best fit to the active European market, especially the Netherlands and Spain, but sights also are set on attracting the U.S. market. SwillMobility will be supported in its first year with a European summer marketing campaign. Ten million day trips are anticipated in its first season. Its first season is described by officials as the “Summer” season (non-snow activities), between April and October.
According to Schmid, Swiss tourism wants people to think of SwitzerlandMobility as being one of the top things visitors should do when they visit the country.
Expectations and Marketing Support
SwitzerlandMobility will have full presence in all Switzerland Tourism marketing campaigns, most of which will focus on neighboring countries to start, with special efforts geared toward Netherlands and Spain. Expectations for 2008?
- 10,000,000 day trips
- 300,000 to 500,000 multi-day trips
- 1 to 1.5 million overnights per year
- CHF 150-250 million (US $144 to 243 million) turnover on day trips
- CHF 150-250 million (US $144 to 243 million) turnover on multi-day trips
What’s next?
It seems the most important next step is improved awareness of the program among Swiss public transportation network to support the program. Additionally, ensuring the quality maintenance and improvement of the existing network. Plans are already underway for the gradual trail expansion, for further developing communication material and securing additional support from public and private sectors.
And, for 2009, SwissTrails is looking at the possibility of guided tours and the eventuality of an integrated guide-network to allow individual travelers and tour operators in 2009 connect with local guides to help travelers maximize the potential of the system. Details were sparse on this matter.
Switzerland Tourism also has planned for an Alpine summer event this year in Engadin, Graubünden, 3-5 September. It’s part of the overall SwitzerlandMobility launch, but also marks the (re)opening of the Swiss National Park Visitor Centre in Zernez and will help to call attention to its candidature for UNESCO World Heritage status for Rhaetian Railway’s Bernina-Albula line. For more information, contact Switzerland Tourism.
‘GORE-TEX® Footwear Diamond in the Rough’ Contest
March 10, 2008
As the summer travel season begins, GORE-TEX® Footwear, with help from the Adventure Travel Trade Association (ATTA), identified the top vacation destinations where travelers can experience the diversity of both outdoor adventure and urban leisure travel throughout the world.On April 14, the GORE-TEX® brand will unveil its Top 10 GORE-TEX® Footwear Summer Travel Destinations. 
In tandem with the Top 10 list, Gore is launching the ‘GORE-TEX® Footwear Diamond in the Rough’ contest, which challenges U.S. travelers to uncover a hidden GORE-TEX® brand logo (the GORE-TEX® logo is diamond shaped) in the chosen destinations. Each winner will receive $500 in GORE-TEX® gear.
With GORE-TEX® Footwear travelers can experience everything from hiking and sightseeing to a night out on the town while wearing a versatile, waterproof and breathable shoe.
Visit www.gore-textravelfootwear.com beginning April 14 for more details about the top 10 summer travel destinations and information on where the GORE-TEX® brand logos are hidden.
Men’s Journal Inks Top Level Sponsorship Deal with Adventure Travel Trade Association
February 14, 2008
..the men’s adventure lifestyle magazine became a ‘Major Sponsor’ of the Adventure Travel Trade Association and its 2008 Adventure Travel World Summit (ATWS) trade-only conferences in South America and Europe. Throughout the term of the 2008 sponsorship, Men’s Journal will be recognized as the sole print media partner at the ATTA’s ‘Major Sponsor’ level.
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