ATTA and 2010 Summit Mentioned in Scottish Cabinet Secretary Russell’s Blog
In his blog about his recent travels to Canada and the United States, Scottish Cabinet Secretary for Education and Lifelong Learning Michael Russell referenced his April meeting with the ATTA in San Francisco. Secretary Russell highlighted the importance of building relationships with organizations such as ATTA in order to continue to develop Scotland’s role in world tourism. He also emphasized a key component of the meeting, which was the principle role of culture and climate change in the upcoming 2010 Adventure Travel World Summit to be held in Aviemore, Scotland this October. He remarked, “Those involved in adventure travel now want to make sure there is a broad and sustainable agenda for all their clients.” Read the full post here.
Travelvideo.tv Covers 2010 Adventure Travel World Summit
The 2010 Adventure Travel World Summit was featured last week on Video Travel News. The article covered VisitScotland’s partnership with ATTA to bring the global industry event to Aviemore, Scotland this October 4-7, as well as the multiple Pre-Summit Adventures being offered for Summit delegates. Read the entire article here.
Adventure Travel Trade Association Selects Aviemore, Scotland to Host the 2010 Adventure Travel World Summit
(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.
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.
ATTA Lends Adventure Travel Industry Voice, Perspectives at Events Worldwide
ATTA’s leadership, advisors and strategic partners are playing active roles in the industry and getting out and about. This synopsis of where the ATTA is representing the industry’s voice is the start of what we hope will become regular updates within AdventureTravelNews.com. Our intention is to give ATN readers insights as to where ATTA team members are throughout the year. If you’ll be in the region where we’re headed and you’re interested in connecting with us, please write to info@adventuretravel.biz.
For April and May, here’s where the ATTA will be represented:
Belize (April)
Shannon Stowell will be a guest keynote speaker in Belize City at the Belize Tourism Board’s annual industry event on Wednesday, April 22nd, 2009. It is one of the Board’s signature events and has an attendance of approximately 350 tourism stakeholders. It provides the public sector arm of the tourism industry an opportunity to share with their tourism partners a review of the Board’s efforts over the past year as well as future development plans that will impact tourism growth and market development. Shannon’s presentation will focus on the state of the Adventure Travel Industry, and how Belize and its tourism businesses might increase their market share in a competitive and challenging environment. Shannon will join the Belize Minister of Tourism, the Director of Tourism and the CEO of the Belize Tourism Board in this event.
Mexico (April)
Shannon Stowell, Christina Heyniger (long time ATTA partner and President of Xola Consulting) and Antonio del Rosal, ATTA Executive Director-Mexico, have been invited to speak during the 34th edition of the Tianguis Turístico in Acapulco Mexico, which will be held from the 26th to the 29th of April. During their intervention, ATTA and Xola members will explain the strategic importance adventure travel holds with regard to the development of Mexico’s Tourism Industry, and the crucial role ATTA will be playing in its growth. ATTA and Xola are collaborating with Mexico’s Secretary of Tourism to develop a National Adventure Travel Assessment. This assessment is expected to allow the ATTA, SECTUR and the Mexican Tourism Promotion Board (CPTM) to assist the government in developing a market positioning plan for the Country. With the opening of ATTA representation in Mexico, the ATTA hopes to become a strategic ally for the Mexican Government and for local operators who wish access to: best practices worldwide, strategic media, top tier specialized tour operators and travel agents, and position Mexico as a world class adventure travel destination.
During Tianguis, the ATTA will sign a strategic alliance with AMTAVE, the Mexican Adventure and Ecotourism Travel Association and two-year ATTA Association Partner, through which the benefits of ATTA membership will be more readily available to AMTAVE’s nearly 100 members. Witnesses of honor to this signature will be: The Mexican Tourism Promotion Board, represented by Marketing Director Steve Austin, the Federal Ministry of Tourism, represented by Monica Vejar, Director of Alternative Tourism and the Secretary of Tourism for Mexico City, Alejandro Rojas.
Scotland (April)
For the week of April 20th, ATTA Business Development Director Paula Mendes is on a trade mission to Scotland to size up its adventure travel market and to meet with its tourism officials and tour operators, and to participate in on-the-ground adventures there. For possible appointments there, contact Paula at paula@adventuretravel.biz.
Vancouver, Canada (May)
ATTA’s Shannon Stowell and Paula Mendes will co-host an ATTA Vancouver, B.C., Canada, Regional Meeting on May 5th.
South Africa (May)
ATTA’s Vice President of Business Development Chris Chesak will attend INDABA and will be available for appointments. Email cchesak@adventuretravel.biz
New York (May)
ATTA Vice President Chris Doyle will host an ATTA NYC Regional Meeting on May 13th.
Sweden (May)
Chris Doyle will work from Gothenburg, Sweden, May 15-28 to develop closer ties to the region’s adventure tourism industry. For appointments during his time in Sweden, please email cdoyle@adventuretravel.biz.
VisitScotland
VisitScotland is the national tourism organization for Scotland. Our core objectives are to promote Scotland as a must-visit, must-return destination for business and leisure travel, engage and work in partnership with the tourism industry, add value to the visitor experience, provide strategic direction to the industry and manage our operations efficiently and effectively. VisitScotland working in partnership with industry has an ambition to grow Scottish tourism revenues by 50% by 2015.
In addition, it is fundamentally important that VisitScotland works within Scotland’s Tourism Framework for Change which challenges public agencies and businesses to establish Scotland as Europe’s most sustainable – economically, environmentally and socially – destination by 2015.
VisitScotland has a key role to play in meeting this challenge. Using information and influence and leading by example and encouragement, VisitScotland’s Sustainable Tourism Unit will drive Scotland’s tourism industry towards greater environmental, economic and social sustainability.
Tourism is worth £4 billion to the Scottish economy and 80% of all visitors to Scotland originate from the UK with overseas visitors accounting for the other 20%. Our International Marketing department is split into three teams which focus on key target audiences within North America & Australasia, Europe and Emerging Markets.
Adventure Travel in Scotland
Scotland is world-renowned for its traditional iconography (whisky, tartan, stunning scenery, warm hospitality, innovation, education and architecture), and whilst these aspects of our heritage are very important, there’s so much more to Scotland than these.
VisitScotland has been working with the national adventure travel industry since 2002, in order to raise the profile of Scotland as key global destination for both ‘soft’ and ‘hard’ adventures in the Great Outdoors.
Adventure tourism offers many positives for Scotland. This includes excellent opportunities to develop a sustainable rural economy and educate visitors about Scotland’s constantly developing ‘green’ credentials.
It also allows VisitScotland and tourism businesses to link adventures in the great outdoors to our unique cultural heritage and natural heritage and surprise both loyal and new visitors about what Scotland can offer in addition to our traditional iconography.
Some key adventure travel highlights include the following:
Mountain Biking: Scotland has a wide range of purpose-built mountain biking centers dotted throughout the country, featuring dedicated all-weather trails, which are accessible to all levels of biker – from beginner (green trails) right through to aficionados (black and orange trails).
In addition and importantly, Scotland also has a myriad of natural singletrack trails on offer which take the experienced mountain biker into what sometimes feels like uncharted territory. These natural trails are the perfect complement to dedicated cent res and truly offer mountain biking for all abilities. Access to these trails is also enshrined in some of the most progressive access legislation in Europe which presents visitors with unambiguous opportunities to get into the wider countryside and go exploring off-the-less-beaten-track! Log on to www.visitscotland.com/adventure for more information.
Sea Kayaking: Scotland is a relatively small country. If you travel south to north as the crow flies – it’s only a few hundred miles! But if you undertake the same journey by sea kayak you’ll discover thousands of miles of coastline to explore. And that doesn’t include the islands anchored round the coast.
There are many perfect locations for sea kayaking around Scotland, but arguably some of the finest waters in the world for this activity are to be found on the west coast and on the very western edge of Europe, in the Outer Hebrides. Paddle through an elemental, awe-inspiring landscape taking in the amazing sights with some indigenous wildlife for company along the way. Log on to www.visitscotland.com/adventure for more information.
Walking: Scotland can offer adventurers an enviable diversity of walking options, from gentle forest walks to challenging mountain treks and epic adventures through some of the finest wilderness areas in Europe via formal, informal and visitor-devised long-distance routes and trails. The UK benefits from some of the finest landscape mapping in the world, which makes planning your own route all the easier and more rewarding. And the Scottish Outdoor Access Code again provides outdoors enthusiasts with unambiguous guidance on accessing wild areas responsibly. Log on to www.visitscotland.com/walking for further information.
Wildlife: Due to the wild and undeveloped nature of the landscape, Scotland is home to an abundant diversity of resident and visiting species and can offer the adventure traveler some great wildlife-watching opportunities as part of their visit.
Drift quietly on gentle currents to see minke whale, basking shark, dolphins, seals and porpoises. Sit patiently with some binoculars to catch a glimpse of the magnificent white-tailed sea eagle or golden eagle (as well as a much wider variety of birds of prey and birdlife in general) or tread warily to catch sight of magnificent red or roe deer, red squirrel, pine marten, otter and much more besides. Log on to www.visitscotland.com/wildlife for more information.
Green Tourism: VisitScotland has green and sustainable tourism at the very core of its operations. The organization adopted an environmental policy in 2006 which covers VisitScotland’s own green practices, how we communicate and educate visitors to green issues and also sets out how we promote environmental good practice and shared responsibility with the Scottish tourism industry.
VisitScotland has had a long involvement with the Tourism & Environment Forum (now the VisitScotland Sustainable Tourism Unit), which develops industry initiatives to increase the profile of green issues and how to tackle these. Further information can be found at www.greentourism.org.uk.
Green Tourism Business Scheme: Many Scottish tourism businesses and their patrons have long enjoyed the benefits and prestige that membership of the Green Tourism Business Scheme brings. This scheme was developed and introduced in Scotland in 1997 and is now the premier green qualmark for tourism businesses throughout the UK.
There are currently 2012 member businesses throughout the UK (over 700 of which are Scottish) and the scheme is a key tool in driving sustainable tourism in Scotland forward. Membership recruitment is a key focus for this scheme and further information about it can be found at www.green-business.co.uk.
The above gives a flavour of what Scotland is doing, but there’s so much more going on! To find out more contact the above or better still, come and visit and find out for yourself!
