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“Adventure travel, a $89 billion global market, is defined by the consumer as a combination of physical activity, interaction with the environment and cultural exchanges,” said Antonio del Rosal, executive director, Latin America, for the Adventure Travel Trade Association (ATTA).
However, “soft adventure” is the core of the market, according to del Rosal.
Although 68% of ATTA’s 800 members from 60 countries include tour operators, hoteliers and travel agents, less than 2% of that mix is agents.
Read the full article here.