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AdventureWeek Tuscany Seeks to Introduce “Wild Side” of Region to Select Markets

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The Adventure Travel Trade Association (ATTA) is pleased to announce that applications are now being accepted for AdventureWeek Tuscany, being held 10-17 September 2017. AdventureWeek Tuscany, delivered by the ATTA in partnership with Toscana Promozione Turistica, will help to introduce top-tier international outbound tour operators, travel advisors, and travel journalists from North America, Europe, and Australia/Oceania to a more off-piste, adventurous side of the legendary wine and art region of Italy.


Travelers can scuba dive off the coast of Elba Island. © ATTA / Lukasz Warzecha

“We are thrilled to announce the first edition of AdventureWeek Tuscany. This is a unique opportunity for us to show to ATTA members a new type of journey through our iconic landscape,” said Alberto Peruzzini, head of Toscana Promozione Turistica. “We welcome you and invite you to experience the ‘wild side’ of one of the most sought-after tourism destinations in the world. We are hopeful that with your experiences here, you will help us to write a new chapter in Tuscan tourism history.”

AdventureWeek Tuscany will feature an abundant blend of cultural and nature-based experiences including options such as:

  • Canyoning (aka canyoneering) the heavily “jungled” steep descents in the Rio Selvano.
  • Surfing and stand-up paddleboarding in the Tyrrhenian Sea at Forte dei Marmi.
  • Scuba diving off Elba Island, where Napoleon Bonaparte was exiled including the palace where he stayed.
  • Caving in waterfalls in the Tana che Urla (the howling cave).
  • Trekking in the wilds of Capraia Island, part of Toscano National Park and marine sanctuary.
  • Sailing and kayaking Tuscany’s archipelago.
  • Heli-mountain biking in the famed Apuane Alps marble quarries (the region where the marble for Michaelangelo’s David was sourced).
  • Horseback riding with Maremma butteros (Italian “cowboys”).

The AdventureWeek Tuscany itinerary is being fine tuned and will be released in July. Participants will stay in 3-5 star accommodations with stunning vistas, histories, personality, and characters. During AdventureWeek, international participants will also have the opportunity to connect with local suppliers during Marketplace activities.


AdventureWeek participants will have an opportunity to cycle in the Apuane Alps marble quarries. © ATTA / Lukasz Warzecha

“During my recent AdventureWeek reconnaissance in Tuscany, I was surprised by the easy access to many of the classic Tuscan traveler experiences in such close proximity to rather intensive sea, alpine, and cultural adventures within a small geographic region, some of which I had no idea existed there,” said Chris Doyle, the ATTA’s executive director, Europe. “For buyers and journalists looking for new angles on a classic destination, you, your guests, and/or your clients are in for a treat!”

Operators, advisors, and journalists with a vested interest in adventure tourism in Tuscany are invited to apply to AdventureWeek Tuscany by 3 July 2017.

Apply to participate in AdventureWeek Tuscany.

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