In a landmark step toward transparency, accountability, and industry leadership, the Adventure Travel Trade Association (ATTA) has released its first Sustainability & Impact Report, offering a detailed look into how the organization is embedding sustainability across its operations, events, educational initiatives, and community engagement.
“For over 20 years, sustainability has been part of our DNA,” said Shannon Stowell, CEO of ATTA. “This report isn’t a final destination—it’s the beginning of a new era of clarity, action, and shared progress.”
A Holistic Approach to Impact
The 2024 report lays out key achievements across five major areas:
1. Membership Sustainability Commitment: ATTA launched a framework to guide and support members in adopting credible sustainability practices, supported by tools such as the Sustainability Resource Center and collaborations with Strategic Sustainability Partners.
2. AdventureEDU: Over 4,000 hours of training were delivered to 208 students across regions like Panama, Uzbekistan, and Fiji, empowering a new generation of sustainable tourism professionals. Courses emphasized rural tourism, community entrepreneurship, and sustainable product development.
3. Sustainable Events: ATTA’s events, including AdventureELEVATE and the Adventure Travel World Summit, integrated sustainability through venue selection, waste reduction, and content. For example, the 2024 ATWS in Panama implemented targeted waste management strategies, diverting recyclable materials and capturing metrics to drive future improvements.
4. Tomorrow’s Air and the ATTA Sustainability Fund: Through its climate initiative Tomorrow’s Air, ATTA helped remove 310 tonnes of CO₂ and reduced an additional 200 tCO₂e using sustainable aviation fuel. Meanwhile, its newly created Sustainability Fund raised $48,800 in its inaugural year; these funds were invested equally between climate action and education.
5. Carbon Emissions Tracking and Reduction: In partnership with ecollective, ATTA completed its first full carbon accounting cycle and exceeded its stretch reduction goal with a 12% decrease in emissions compared to 2023. The average footprint per delegate dropped to 1,969 kg CO₂e.
Looking Ahead: B Corp Certification
Reflecting its internal alignment with its external mission, ATTA has officially begun the process to become a certified B Corporation by the end of 2026. This commitment reinforces ATTA’s pledge to model the kind of responsible leadership it advocates throughout the global adventure travel community.
“This report is a snapshot in time of our progress,” said Gustavo Timo, ATTA's President. “But more importantly, it’s a living commitment to keep learning, improving, and taking action alongside our global community.”
A Call to the Industry
ATTA’s Sustainability & Impact Report is more than an organizational update, it’s an invitation to the adventure travel community to collaborate, innovate, and lead with purpose.
Read the full report here and join us on this journey toward making adventure travel a genuine force for good.