Groups Today has named the Adventure Travel Trade Association (ATTA) one of its 2026 Newsmakers of the Year, recognizing the association's impact on group and adventure travel. The annual program honors organizations, associations, companies, and individuals across the group travel sector, including tour operators, advisors, destinations, suppliers, and industry leaders, whose work has shaped important conversations, introduced new ideas, or driven meaningful change.
The profile, published 22 September 2026, highlights ATTA's mission of making tourism a force for good around the world and focuses on one recent example of that work in practice: AdventureWEEK Cabo Verde.
AdventureWEEK Cabo Verde
AdventureWEEK Cabo Verde was the country's first niche-specific market activation, bringing adventure travel buyers, media, and storytellers together to experience Cabo Verde’s hiking offerings and help introduce the destination to key international markets. The program traveled across Santo Antão, São Nicolau, and São Vicente, three islands known for their trails and cultural experiences, and concluded with a full-day marketplace where local suppliers met directly with buyers and media.
"In one week, we were able to showcase the incredible and iconic assets Cabo Verde has to offer," said ATTA President Gustavo Timo, pointing to the islands' trails, culture, gastronomy, and people.
The results are expected to extend well beyond the week itself. According to ATTA’s post-event report, AdventureWEEK Cabo Verde has an expected return of 7.2 million USD over the next three years, approximately 3,000 travelers, and 23 new itineraries, along with video and written content created for both trade and consumer audiences. The timing also positions Cabo Verde to build on its World Cup momentum. The island nation’s first-ever qualification for the FIFA World Cup in 2026 brought it a level of global attention rarely seen for a destination of its size, introducing millions of new viewers to its name, flag, and story. That attention gives Cabo Verde an opening to turn new awareness into interest in the islands as a place to visit and explore.
"Cabo Verde is a prime example of this potential, and we can see the transformation happening in front of us," Timo said.
A Framework for Responsible Growth
Timo also described the thinking that guides ATTA's destination work, which the association calls the "3 Ds": diversification of products, dispersion of travelers, and deepening of experiences. Together, these principles aim to attract travelers who both benefit and respect the places they visit, spreading economic value more widely while protecting what makes each destination distinct.
Cabo Verde is one of several destinations where this approach is taking shape, and the recognition reflects the collective work of the members, partners, and destination leaders who make these programs possible. As Timo put it, "This is tourism as a force for good."
Read the full profile on Groups Today.