In November 2025, the Adventure Travel Trade Association (ATTA) delivered a focused AdventureEDU training in partnership with the Hokkaido Tourism Organization and regional stakeholders across Hokkaido. Designed to strengthen the skills, safety foundations, and business awareness of adventure guides, the multi-day program brought together a select group of 23 participants for an immersive learning experience tailored specifically for Japan’s rapidly growing adventure travel sector.
The training combined a 90-minute virtual pre-session with two in-person, two-day workshops held in different cities across Hokkaido. Led by two professional AdventureEDU instructors, Janie Welsh and John Connelly, the training emphasized essential guiding competencies, risk management, guest communication, and best practices for developing high-quality adventure experiences. The curriculum—which ATTA adapted to align closely with field conditions and operator needs in Japan—was created using regional insights gathered from local partners and on-the-ground research.
Between classroom sessions, participants also engaged in field-based exercises coordinated by local operators, giving guides the chance to practice skills in real-world environments while receiving personalized coaching from instructors. These hands-on sessions helped reinforce techniques for route planning, safety briefings, environmental stewardship, and cultural interpretation—key elements shaping Hokkaido’s vision for sustainable adventure tourism.
According to the Hokkaido Tourism Organization, “Our goal is to ensure that Hokkaido’s adventure experiences meet the highest international standards, and guide development is essential to that effort. This training reinforced our commitment to safety, professionalism, and authentic storytelling. We’re proud to see local guides strengthening their skills and readying themselves to welcome more global travelers to Hokkaido’s landscapes and culture.”
The sessions attracted a diverse group of outdoor professionals, including aspiring guides, established operators, and planners looking to elevate their programs for international markets. For many, it was an opportunity not only to improve their technical skills but also to connect with peers and industry mentors.
The training helped clarify what international adventure travelers expect, while reinforcing the value of strong communication and risk management. It left guides feeling more confident, better prepared, and newly energized to deliver globally aligned experiences that still honor Hokkaido’s distinct character.
Throughout the sessions, ATTA emphasized how the global adventure travel landscape is shifting and how Japanese destinations—particularly nature-rich Hokkaido—are uniquely positioned to benefit. Participants explored what today’s adventure travelers expect, how operators can integrate sustainability into product design, and strategies for extending Hokkaido’s visibility on the international stage.
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Educator Janie Welsh said, “Hokkaido’s guiding community showed an incredible dedication to learning and improving. As trainers, we could feel how genuinely committed they are to raising the bar for safety, storytelling, and guest experience. That level of professionalism—and the enthusiasm behind it—is what will help Hokkaido stand out on the global adventure travel stage.”
Upon completion, all participants received AdventureEDU certificates of completion, recognizing their commitment to developing world-class guiding standards.
The November 2025 training represents a meaningful step in strengthening Japan’s adventure travel infrastructure. With Hokkaido emerging as one of the country’s leading outdoor destinations—offering hiking, cycling, wildlife experiences, winter sports, and cultural immersion—investing in guide quality will play a key role in shaping the region’s future growth.
As Hokkaido looks ahead to expanding its adventure offerings, the collaboration between ATTA, Tobu Top Tours, and local partners demonstrates a shared commitment to ensuring guiding excellence, safety, and sustainability remain at the forefront of the region’s tourism development.