28 July 2005

(SEATTLE, WASHINGTON) – JULY 28, 2005 – The Travel Institute and the Adventure Travel Trade Association (ATTA) today formed a strategic alliance, which in its first collaborative initiative to network travel agent consultants with adventure tour operators and suppliers, will deliver an introductory Adventure Travel Specialist workshop during the October 16-18, 2005, Adventure Travel World Summit in Seattle.

Helen Nodland, CTC, Founder/Principal of Nodland Travel Enterprises and the North American Strategic Development Director for explora of Chile, will present the workshop on behalf of The Travel Institute at the Adventure Travel World Summit. Industry professionals aspiring to secure their adventure travel specialist designation, as part of their Summit registration fees, will receive from the ATTA a complimentary Adventure Travel Specialist Course, which includes both the content and the test.

According to Maureen Kennedy, Executive Vice President and General Manager of The Travel Institute, "We urge all travel professionals to take advantage of ATTA's generous offer to provide our Adventure Travel specialist course at no charge to Summit attendees. The Travel Institute and the ATTA are each dedicated to providing travel professionals the tools to grow their adventure travel business. We look forward to announcing more partnering initiatives in the future."

Introduced this year by The Travel Institute, the Adventure Travel Specialist course was modeled after Virtuoso’s Adventure Travel Consultant (ATC) certification program. Both the Virtuoso and The Institute’s adventure courses were authored by Nodland.

“The 21st century travel consultant specializes,” says Nodland. “For those considering the adventure travel niche, they’re ahead of the game because they will arrive as the baby boomers’ interest in adventurous, multi generational and exotic travel continues to strengthen. Specialization has proven to give consultants profitable advantages.”

By preparing for and passing a standardized test, travel professionals will earn a Specialist designation for that niche. Those Specialists then have an opportunity to become a Certified Specialist by demonstrating advanced knowledge through relevant experience in that segment.

Nodland will deliver the workshop during the Summit. The workshop offers travel consultants the opportunity to review the course and interact with professionals from various areas of the adventure travel industry. The facilitated session will include a course overview, expert guidance from the course developer, and networking opportunities with fellow candidates striving for the same professional designation. The Summit also offers travel consultants unprecedented opportunities to network with the leaders of the adventure travel industry.

“The Summit offers a marvelous context for learning more about adventure specialization,” said Nodland. “The full tapestry of this industry’s real influencers will be present. And, to be successful, you must fully understand the niche, know who you’re working with, talk with the experts about the marketing issues, get to know who the customer is, and then learn from other Summit sessions about what’s in store for the future of adventure travel.”

About The Travel Institute
Established in 1964, The Travel Institute based in Wellesley, Mass., serves, as a community of knowledge and standards for all travel professionals. Through innovative education programs, professional certifications, and customized learning solutions, The Travel Institute fulfills its ecumenical non-profit mission to promote a standard of industry knowledge and excellence. For more information about The Travel Institute, visit or call (800) 542-4282.

About the Adventure Travel Trade Association

Established in 1990, the Seattle-based ATTA ( is a strategic membership organization dedicated to raising the profile of adventure travel globally. Established in 1990, the ATTA provides services, knowledge, and connections that help its members succeed in their businesses and contribute to overall industry growth.

Media Contact:

Carla Smith, CTA The Travel Institute, 800.542.4282 [email protected]

Helen Nodland, CTC, Nodland Enterprises 773.248.0818, [email protected]

Chris Doyle, Director, Adventure Travel Trade Association

916.791.9409, [email protected]