Adventure Travel Trade Association Announces Inaugural Cooperation with ITB Asia

21 September 2022

The Adventure Travel Trade Association (ATTA) will partner for the first time with ITB Asia, Asia’s leading travel trade show in Singapore, to host a two-hour session on the potential of adventure travel to boost tourism recovery.

The ATTA has previously partnered with ITB Berlin and ITB China. Following the appointment of Southeast Asia-based Hannah Pearson as the ATTA’s new Asia Regional Director, plans are well underway for the ATTA to develop the region’s adventure travel potential.

The two-hour session will be held on 21 October 2022, from 10.00 am - 12.00 pm, at the Knowledge Theatre in Basement 2 of the Sands Expo and Convention Centre in Singapore. The presentation will focus on three topics: Reactivating Travel through Adventure, Integrating Adventure Travel as a Destination Strategy, and Driving Economic Recovery through the Intersection of Adventure Travel, Community Tourism, and Digital Transformation, Reactivating Travel through Adventure, a presentation by Hannah Pearson, will take a close look at the current state of the adventure travel industry and how the sector can support the recovery of tourism as a whole.

Integrating Adventure Travel as a Destination Strategy will be a panel discussion about adventure travel development in destinations at different stages of adventure market maturity. Featured speakers include Clark Williams, Marketing & Communications Director of Saudi Arabia’s TROJENA NEOM; Batiste Pilet, Director of Southeast Asia for Switzerland Tourism; and Lea Faccarello, the Long Haul, & Emerging & Domestic Markets Manager for Vanuatu Tourism.  Hannah Pearson will serve as moderator.

Driving Economic Recovery through the Intersection of Adventure Travel, Community Tourism, and Digital Transformation will assess how the powerful combination of adventure travel, community involvement, and digital tools, can drive economic growth through tourism., Moderated by Gerrit Kruger of Destination Mekong,  speakers include Danny Januar Ismawan, Director of ICT Services for the Government and Public,  BAKTI Kominfo, Indonesia, Sharzede Datu Hj Salleh Askor, CEO of Sarawak Tourism Board, and Emil Hardy Ridwan, the Director of the Next Frontier Group and Co-Founder of Impact Adventures and BAKTI Kominfo.

“I’m very excited about partnering with ITB Asia for the first time,” said Hannah Pearson. “It will be a tremendous opportunity to spotlight the key role adventure travel will play in a sustainable tourism recovery. And as adventure travel is becoming more popular with Asian travellers, this segment is only set to grow.”

Following the event with ITB Asia, the ATTA will host an AdventureConnect session in partnership with Switzerland Tourism and Flywire on Level 3 of the Sands Expo and Convention Centre.