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Adventure Travel Trade Association Joins Conservation Alliance

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Commitment to Conservation Brings Two Industries Together

Bend, Ore., September 29, 2010 – Citing a desire to work with the outdoor industry on conservation efforts, the Adventure Travel Trade Association (ATTA) has joined The Conservation Alliance.

ATTA joined the Alliance out of recognition that, like their peers in the outdoor industry, adventure travel businesses depend on protected wild places for their livelihood.

“There has always been synergy between the outdoor and adventure travel industries,” said Shannon Stowell, President of the ATTA. “We share The Conservation Alliance’s commitment to conservation, and are proud to join with our friends in the outdoor market to help save our wild places.”

Joining the alliance is not the ATTA’s first formal connection to the outdoor market. The ATTA organized an adventure travel meeting space at the Summer 2010 Outdoor Retailer trade show, designed to draw potential tourism partners from among show participants.

“We’re excited to have a closer connection with the adventure travel industry,” said John Sterling, Conservation Alliance Executive Director. “There are many outfitters and travel businesses that share our commitment to conservation.”

Sterling will speak at the ATTA Adventure Travel World Summit in Scotland in October. His talk will focus on the importance of businesses cooperating to accomplish goals greater than their own business success.

The ATTA joins at a time when the Conservation Alliance is focused on recruiting as many industry companies as possible. Each member company pays annual dues into a central fund, and the Alliance donates those funds to grassroots conservation organizations. The Alliance will donate $900,000 in 2010.

About The Conservation Alliance:

The Conservation Alliance is an organization of outdoor businesses whose collective contributions support grassroots environmental organizations and their efforts to protect wild places where outdoor enthusiasts recreate. Alliance funds have played a key role in protecting rivers, trails, wildlands and climbing areas.

Membership in the Alliance is open to companies representing all aspects of the outdoor industry, including manufacturers, retailers, publishers, mills and sales representatives. The result is a diverse group of businesses whose livelihood depends on protecting our natural environment.

Since its inception in 1989, the Alliance has contributed more than $8.8 million to grassroots environmental groups. Alliance funding has helped save over 49.5 million acres of wildlands; 27 dams have either been stopped or removed; and the group helped preserve access to more than 16,000 miles of waterways and several climbing areas.

For complete information on the Conservation Alliance, see

About the Adventure Travel Trade Association (ATTA)

Established in 1990, the Seattle-based ATTA ( is a global membership organization dedicated to unifying, networking, professionalizing, promoting and responsibly growing the adventure travel market. ATTA members include tour operators, destination marketing organizations, tourism boards, specialty travel agents, guides, accommodations, media and service providers. Host of the annual Adventure Travel World Summit executive trade conferences (, 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.


John Sterling
[email protected]

Kristin Carpenter-Ogden
[email protected]

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