Following a week where adventure travel and responsible tourism took center stage at ITB Berlin 2026, the Adventure Travel Trade Association (ATTA) saw that momentum translate into something tangible: high-value conversations, active community engagement, and growing demand to be part of the network.
Record Numbers of Meetings Signal Strong Industry Demand
Over the course of the show, the ATTA team held over 200 meetings with nearly 100 destinations and companies, alongside a steady stream of booth visits.
These interactions went far beyond introductions, reflecting a clear shift toward action, as destinations and businesses look to integrate adventure travel into their strategies and tap into its alignment with sustainability.
Community at the Core
ATTA’s Ambassador meeting brought together representatives from nine nationalities, reinforcing the strength and diversity of the global community.
The session introduced new Community Director Laura van Meer, while also creating space for Ambassadors to share regional insights and shape how the network evolves. The conversation highlighted a key theme: as interest in adventure travel grows, so does the need for strong, connected leadership across regions.
Full House for AdventureCONNECT
ATTA’s AdventureCONNECT event and panel discussion drew a near-capacity crowd, underscoring strong appetite for both networking and insight. Moderated by Shannon Stowell, the panel featured:
- Esther Romero, Andalucía Tourism Board
- André Kiwitz, Ventura Travel
The discussion explored market dynamics, product development, and the role of travel market sizing in shaping the future of the sector, while also reinforcing ATTA’s role in convening and guiding the industry.
Even after the formal event was over, the audience of 250+ people networked for the next three hours, showing again the power of community and connection.
Spotlight on Cabo Verde
Emerging destinations also remained part of the conversation, with Cabo Verde highlighted as a growing player in the adventure travel space as it builds its positioning around sustainability, culture, and diversified experiences.
The launch of the AdventureWEEK Cabo Verde promotional video just a few weeks after it happened was a highlight of the AdventureCONNECT!
Momentum Builds Around Membership
Across meetings, events, and informal conversations, one trend stood out: rising demand to engage more deeply with ATTA. Interest in membership was consistently high, as destinations and companies look for:
- Ways to expand their business
- Connection to a global network
- Access to market insights and data
- Alignment with a community advancing sustainable tourism
At the same time, the overall energy at ITB Berlin reinforced a broader industry shift—adventure travel is no longer niche; it is central to the future of responsible tourism.
Join the Momentum
As the sector continues to grow, the opportunity is clear: those who actively engage will help shape its direction.
Explore how ATTA membership can connect you to the global adventure travel community, provide critical insights, and position your organization at the forefront of sustainable travel.
ATTA’s next event will be AdventureELEVATE Europe in Catalonia in May 2026 - click here for more information on how to join us there.
