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Adventure Tourism Development Concepts Presented in the Philippines

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Conference supports Philippines Department of Tourism campaign to position country as emerging Asian adventure destination

(SANTA FE, NM) – May 29, 2008 – Christina Heyniger, Adventure Travel Trade Association Associate (ATTA) and President of Xola Consulting Inc., will join ATTA Advisory Board member Russell Walters from Northern Outdoors and as a keynote presenter at Adventure Philippines: a Seminar of Adventure Tourism on June 3-5, 2008.

Heyniger and Walters will present on June 3 the Adventure Tourism Development Index (ATDI), a new industry standard for the development of sustainable adventure tourism. Subject matter addresses two important subjects relative to sustainable and responsible development in adventure tourism worldwide: Adventure Tourism as a Vehicle for Development, and Adventure Tourism: Best Practices. In the former, insights will be shared regarding the ground-breaking Adventure Tourism Development Index launching this year by the Adventure Travel Trade Association, The George Washington University and Xola Consulting. The ATDI is designed to encourage and shape tourism development policies for the benefit of local people and the environment by providing a structured method that can be readily applied in emerging markets.

Heyniger, Russell and the ATTA were selected to present innovative initiatives relevant to supporting the Philippines Department of Tourism’s (DOT) nationwide campaign to promote the country’s adventure and ecotourism destinations and activities. Recognizing that adventure and experiential travel is one of the strongest growth segments in the travel industry today, the Adventure Philippines Campaign hopes to capitalize on this emerging market. Adventure Philippines: A Seminar of Adventure Tourism, is one component of the country’s effort to position itself as a leading adventure destination in Asia.

“Sharing responsible tourism development ideas that can enhance tourism throughout the entire supply chain in the Philippines is the core message – one appropriate for any emerging tourism destination,” said Heyniger. “Introducing conference participants to innovative approaches, like those contained within the Adventure Tourism Development Index, can support the Philippines as they create their own plans to encourage tourism in a manner that preserves any given destination’s unique environment and rich local cultures.”

For more information on the Conference visit:

For more information on the Adventure Travel Trade Association visit:

For more information on the ATDI visit or

Xola Consulting, Inc. ( provides consulting services to individual adventure tour company operators and tourism boards interested in adventure tourism development for the benefit of rural communities and the environment. Xola also specializes in supporting organizations seeking to blend adventure tourism and volunteer service. Xola consultants have in-depth experience in emerging markets around the world including Central and South America, North Africa and Southeast Asia, including Cambodia, Myanmar (Burma), India and Nepal.


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