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Adventure Travel Trade Association Announces Inaugural Cooperation with ITB China

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[SEATTLE, WASHINGTON, March 6, 2019] – The Adventure Travel Trade Association (ATTA) will have a marked presence at the ITB China 2019 event, which has an “adventure travel” theme. The three-day industry travel exhibition focused exclusively on the Chinese travel market will be held 15-17 May 2019 in Shanghai. As the official adventure partner for ITB China, the ATTA will host a community event, support attending members throughout the adventure pavilion, and host a one-hour panel for attendees.

The outbound Chinese market is growing exponentially. According to the China Outbound Tourism Research Institute (COTRI), 145 million Chinese nationals took an international trip in 2017, and it predicts overseas trips by the Chinese will reach more than 400 million by 2030. Adventure travel, particularly soft adventure, is popular with this demographic. The ATTA’s partnership with ITB China connects the trade industry with this growing market, assisting tour operators in their quest to differentiate their offerings from those not offering adventure itineraries.

“The ATTA has been a strong partner of ITB Berlin for many years. Consequently, sealing a partnership [for ITB China] was just a matter of time,” said David Axiotis, general manager of ITB China.

“As China is already the world’s leading outbound travel market and interest in adventure tourism is on the rise, it is crucial for the ATTA to be involved in the development and leadership of positive trends in this movement,” said Jake Finifrock, the ATTA’s regional director for Asia. “Our members outside of China want to connect with companies within China that promote positive and sustainable adventure travel, and we are happy to be a part of that conversation.”

Several ATTA team members will be on site during ITB China to help members connect with valuable partners in the Chinese market and assist them with navigating the trade show. The association will also hold an AdventureConnect networking event, allowing participants to meet interested China outbound providers. These popular community events are a highlight for attendees, who enjoy the opportunity to casually meet other members of the adventure travel trade community.

“The ATTA helps companies at ITB China and around the world unite their impact and passion to support any organization or association in advancing responsible and sustainable adventure travel practices,” Axiotis said.


About Adventure Travel Trade Association
Established in 1990, the Adventure Travel Trade Association (ATTA) today is widely recognized as a vital leadership voice and partner for the adventure travel industry around the world.

Membership + Trade
The membership and trade organization is designed to be a force for the industry and exists to drive thought leadership, industry promotion, and opportunities to network and convene globally to create trade and business health. It currently serves more than 1,300 member organizations in 100 countries worldwide. The constituency is made up of tour operators, tourism boards, specialty agents, and accommodations all sharing a vested interest in the sustainable development of adventure tourism.

Adventure 360 – Business Services + Events
Through its growing business services division, the ATTA delivers a portfolio of strategic solutions and a robust ecosystem of events around the globe. Those events include AdventureNEXT which focuses on regional promotion and partnerships; AdventureELEVATE a North American-based educational conference; and the premiere adventure travel global conference, the Adventure Travel World Summit. With specialized expertise in research, events, education, media, and promotion, the ATTA business service division is able to provide valuable solutions to a broad set of partners across many verticals of business.

Adventure Travel Conservation Fund
In 2016 the ATTA partnered with other leaders from the adventure travel industry to start the Adventure Travel Conservation Fund (ATCF), a nonprofit that provides funding, connections and an international spotlight on projects that protect the cultural and natural resources which underpin the adventure tourism industry. 100% of membership dues go towards funding these international projects. Each year members nominate projects, which are then vetted and finally voted upon by the ATCF membership.

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