The Adventure Travel Trade Association (ATTA) and Svenska Reseförbundet (SRF) have announced a strategic partnership designed to advance innovation, growth, and collaboration within the global adventure travel sector. This one-year partnership reflects both organizations' shared commitment to elevating the adventure travel industry through meaningful, mutually beneficial engagement.
The partnership brings together ATTA's global network of adventure travel professionals and industry leaders with STF's deep expertise and community influence in Scandinavian adventure travel and sustainable tourism practices. Through coordinated initiatives, member engagement, and knowledge-sharing, the partnership will create new opportunities for businesses, destinations, and travelers to connect, learn, and grow.
"This collaboration with SRF represents our commitment to strengthening partnerships across regions and deepening our impact in adventure travel," said Eva Mossberg, Regional Director of Europe & North America at ATTA. "By working together, we're creating pathways for innovation and growth that benefit the entire sector."
Didrik von Seth, Secretary General and CEO of (SRF) said, ”Travel demand is evolving towards more unique and niche experiences. Our partnership with ATTA is a natural step to include adventure travel in our strategic partnerships. The initiative will benefit several members in developing unique products.”
Partnership Focus Areas:
- Cross-organizational member engagement and networking opportunities
- Sector research and insights sharing
- Industry event collaboration and visibility
- Shared advocacy for sustainable adventure travel practices
- Knowledge exchange on emerging trends and best practices
The partnership underscores ATTA's strategic focus on expanding its global reach and building stronger connections with regional leaders who share a vision for a thriving, responsible adventure travel industry.
About the Adventure Travel Trade Association (ATTA)
Established in 1990, the Adventure Travel Trade Association is the largest global community network of adventure travel leaders. Our network is made up of ~100,000 tour operators, lodges, travel advisors, tourism boards, destination marketing and management organizations, travel professionals, gear, tech, and insurance companies, and travel media who share a belief and commitment to sustainable tourism. The connections and creativity of this vibrant community come together both virtually and in person to create and deliver the solutions that propel our businesses and our communities toward a responsible and profitable future.
About Svenska Reseförbundet (SRF)
The Association of Swedish Travel Industry (SRF) is a branch organisation which offers advice and guidance to its members, ensuring a high level of knowledge and credibility amongst the member companies as well as their customers. SRF represents the vast majority of the Swedish travel agencies and tour operators. The association was founded in 1937 and have about 300 members. Our members are representing large and small travel agencies and tour operators, event organizers, online travel agencies etc. The travel companies work with both outbound and inbound activities.
Media Contact: Diego Arelano, [email protected]