The Adventure Travel Trade Association (ATTA) and the UnTours Foundation (UF) have officially joined forces to provide access to catalytic funding for tourism-based businesses making a difference in their communities. The partnership will power the UnTours Foundation’s Reset Tourism Fund, which offers flexible, affordable capital to businesses that by the nature of their operations, location, and ownership, generate the greatest positive impact locally.
From enabling recovery from pandemic and climate disruptions to fueling future growth, the Reset Tourism Fund will prioritize companies whose work strengthens communities, advances sustainable practices, and inspires the next generation of responsible travelers.
As part of the agreement, ATTA will promote the Fund to its network of over 30,000 travel professionals, sharing both the opportunity to apply for funds and to contribute as donors. The collaboration will include targeted communications through Adventure Travel News, ATTA member channels, and social media, ensuring the widest reach to changemakers in the adventure travel sector.
“We’re thrilled to partner with the UnTours Foundation to amplify the impact of the Reset Tourism Fund,” said Shannon Stowell, CEO of ATTA. “This collaboration aligns with our mission to connect, support, and inspire a global community of leaders who are building tourism that is both responsible and resilient. By combining our networks and expertise, we can help the businesses creating real change not just survive, but thrive.”
The UnTours Foundation will lead the operational side of the Fund, from managing applications to making investments, while offering ATTA members special priority consideration for funding. In turn, ATTA will support due diligence efforts and spotlight investee success stories, particularly from within its membership.
The partnership is set to launch public marketing in late 2025, with opportunities for adventure travel businesses to access the capital and resources they need to strengthen their communities and the industry as a whole.
For more information on the Reset Tourism Fund, including how to apply or donate, stay tuned to Adventure Travel News and ATTA’s member channels.