Carlos Picanço, Commercial and Marketing Director of Azores (Portugal)-based Futurismo Azores Adventures, is the most recent addition to Adventure Travel Trade Association’s (ATTA) Ambassador program.
ATTA Ambassadors focus on ways to increase engagement across the adventure travel industry as a path to achieving ATTA’s mission of empowering the industry to protect natural and cultural capital while creating economic value. Ambassadors do this by listening to the adventure community, involving new entities, and organising AdventureConnect events to facilitate and promote industry networking in their respective regions. Carlos Picanço joins a roster of approximately 80 adventure travel professionals in more than 40 countries worldwide committed to the betterment of the industry.
“Carlos from Futurismo Azores Adventure always shared his passion for doing right in travel and is a great advocate of sustainable tourism,” said Celine Fortin, ATTA Regional Manager for Europe. “He has been a loyal ATTA friend and member for a while and truly shares our vision and energy. I am extremely proud to welcome him as our first Ambassador from Portugal and can’t wait to see all the greatness he will bring to our community.”
Carlos Picanço brings 15 years of executive and governance experience in tourism, having been involved in training and education, as well as in inbound tourism with Futurismo Azores Adventures – an ATTA member for 12 years – to his new role as ATTA Ambassador. In addition to his full-time role as Director, he is a Guest Lecturer and a Ph.D. student developing research on transformational experiences in adventure travel.
“It is a privilege and a true honour to be an ATTA Ambassador and be in a position to help the sector thrive,” said Picanço. He is a passionate advocate for purpose-driven companies that promote sustainable and impactful experiences alongside the community, especially in low-density territories. He plans to help small companies, students, and researchers within the ATTA community.