ATTA Focuses on Asia’s Adventure Tourism Potential

27 January 2022

The Adventure Travel Trade Association (ATTA) Appoints New Regional Director for Asia

Hannah Pearson, Regional Director, Asia

The Adventure Travel Trade Association (ATTA) has appointed Hannah Pearson as its new Regional Director Asia, replacing Jake Finifrock, who will stay on as Special Advisor for the region.

Pearson will continue to build upon the solid foundations laid by Finifrock during his five-year tenure at ATTA. Those five years saw him develop meaningful, beneficial, and sustainable adventure travel in Asia, as well as launch ATTA’s first Virtual Adventure Travel World Summit in Hokkaido, Japan in 2021.

“As a result of COVID-19 and some unforeseen opportunities that have arisen for me personally, I have decided to step down from the Regional Director of Asia role. The ATTA cares considerably about making travel a force for good, and it will continue to be in good hands with our incoming Regional Director, Hannah Pearson,” said Finifrock.

Originally from the UK, Pearson has lived in Asia since 2012 and has immersed herself thoroughly into the Southeast Asian travel industry through both B2C and B2B roles, from travel agents and startups, to sales representation and consulting. 

Pearson has a passion for the potential of the Asian tourism industry, and the role that adventure travel will play in tourism’s recovery: “The pandemic has changed Asian travelers’ behavior,” she says. “Now, travelers are looking to engage with the outdoors in a meaningful and sustainable way. A recent YouGov survey on Asia Pacific travelers noted that adventure travelers will be one of the first segments to drive demand for international travel. The ATTA, with over 30 years’ worth of experience, is the perfect partner to support Asian tourism stakeholders to rise to the opportunity that adventure travel represents.”

The ATTA has delivered solutions and held events in India, Indonesia, China, and throughout Japan including AdventureNEXT, AdventureWeek, AdventureConnect, and Adventure EDU programs. Pearson will be instrumental in delivering ATTA’s 2023 Adventure Travel World Summit, the first held in-person on the Asian continent, in Hokkaido as well as growing ATTA’s community in Asia. Pearson can be reached at [email protected].