ATTA continued its global network-building efforts recently, when Chris ‘Chez’ Chesak, ATTA’s Executive Director – North America & Oceania, spoke at the Travel Alberta Industry Conference (TAIC) at the Fairmont Banff Springs. Chesak’s attendance marked the first time ATTA staff had journeyed to the Canadian province.
“It’s always exciting to go to a new show and spread the ATTA ‘gospel’,” noted Chesak. “It was fantastic to connect with various players at the provincial level, new suppliers, and local tourism boards from such a wild and adventurous destination.”
TAIC is attended by 650 of the province’s tourism trade and it rotates annually between key Albertan regions. Travel Alberta extended the invitation to have ATTA speak there after recently joining the association.
“Travel Alberta is very excited to join the ATTA. There is no end to the adventure product in Alberta’s diverse landscape and we are committed to expanding our product offering,” said Bart Donnelly, Travel Alberta’s Director, Travel Trade, Canada & USA. “We see joining the ATTA, including Chez’ participation in Travel Alberta’s Industry Conference as first steps to a solid partnership.”
Chesak presented to more than 50 standing-room only attendees. Topics included the definition of adventure travel, differences between “soft” and “hard” adventures, industry trends, the size of the industry (and annual growth), and survey data. The session concluded with examples of successful marketing and promotions by ATTA member tour operators, followed by a Q&A session.
Throughout the TAIC, Chesak met with officials from Travel Alberta discussion key steps toward building a strong partnership with the ATTA.
Chesak added, “I think we had a least four current ATTA members tell us that we needed to reach out to Travel Alberta and see if we could work together. Now that I’ve seen a little of their province and been introduced to their tourism industry there, I can certainly see why.”